Database Marketing on the Internet
| Category: Database Marketing | Date: 2001-08-09 |
Three quarters of all sales on the Internet are made to one quarter of the entire Internet cybercitizens according to a most recent Internet survey. Forrester Research predicts that by the year 2002 business-to-business e-commerce will alone account for $321 billion dollars! Predictions like these depend on companies being able to reach and effectively market to their core group of cybercitizens.
To determine if your web site visitors are anything like your customer base, and to grow your business through cross & up-selling, customer segmentation and profiling are essential.
Customer segmentation, simply stated, is about finding groups of like-minded customers. Unlike traditional segmentation or profiling techniques, web customer analysis must be looked at differently. Understanding the customers and their segments can be difficult if only transaction data is available.
There are two additional types of data that can help provide a more vivid picture of the consumer: First is interaction data, which consists of the entry point customers use to access the web site, pages a customer views and the path a customer takes through the site.
The second kind of data is demographic and psycho graphic data. This data can be appended from third party list sources (i.e. PRISM coding system for information about what kinds of people line in which regions of the country) or by asking customers directly when they are at the web site.
These three important data groups (transaction, interaction and demographic) should be merged to gain a web customers profile. A customers previous purchase behavior, browsing behavior, and demographic characteristics may all be predictive of future customer sales or attrition.
High quality web sites improve the quality and content stored about the customer in a data warehouse. Customer segmentation delivers information from a warehouse that can be acted upon in real-time by commerce serves and by business users. Finally, customers benefit from the segmentation by having value added to their shopping or web site experience.
The art is managing and developing web based applications that support that brand identity on the net while keeping the integrity of the responsiveness and interactivity of the net. Some of the larger companies are leading the way with their web site redeployment.
Web developers are moving into the world of one-to-one relationships, and keep them from switching from site to site. The answer is you create customer loyalty, and you do that by creating a relationship with a customer.
Personalization is a good way to make that relationship stick. By adapting the site to the customers needs such as profiling software that matches content to the users profile and delivery of the correct content to correct users.
Transactional services are a great reason for people to come back to a site. Wells Fargo site is considered to be very successful the customer has the option of having on-line relationship through the bank or with Quickens Deluxe module that connects directly to Wells Fargo and other major institutions.
American airlines have flipped the switch on a set of customer-care databases that, for the first time, centralize all of the companys content. The personalization project aimed at ultimately generating new revenues streams from the 31 million members of their frequent flyer program.
Dell Computer under went its own effort for cooperate Personalization, Premier pages supports 3,000 separate corporate sites putting mission critical and historical information on line for the customer to access.
Integrated marketing on the web is one of the most fundamental processes that must unify both the brand image and the web site concept. The work is to incorporate both the corporate image with the interactivity of the web site.
All of this personalization requires a one-to-one focus, fortunately for the web developers they are tied to the legacy systems and often have the freedom to create independent web based database which are feed by the legacy system and have the ability to return to the legacy systems information necessary to refresh their databases.
The integration from traditional databases to web based systems is increasing with new technology that provides mostly seamless and transparent to the user database structure often times more effective than the legacy systems.
About the Author.
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
To determine if your web site visitors are anything like your customer base, and to grow your business through cross & up-selling, customer segmentation and profiling are essential.
Customer segmentation, simply stated, is about finding groups of like-minded customers. Unlike traditional segmentation or profiling techniques, web customer analysis must be looked at differently. Understanding the customers and their segments can be difficult if only transaction data is available.
There are two additional types of data that can help provide a more vivid picture of the consumer: First is interaction data, which consists of the entry point customers use to access the web site, pages a customer views and the path a customer takes through the site.
The second kind of data is demographic and psycho graphic data. This data can be appended from third party list sources (i.e. PRISM coding system for information about what kinds of people line in which regions of the country) or by asking customers directly when they are at the web site.
These three important data groups (transaction, interaction and demographic) should be merged to gain a web customers profile. A customers previous purchase behavior, browsing behavior, and demographic characteristics may all be predictive of future customer sales or attrition.
High quality web sites improve the quality and content stored about the customer in a data warehouse. Customer segmentation delivers information from a warehouse that can be acted upon in real-time by commerce serves and by business users. Finally, customers benefit from the segmentation by having value added to their shopping or web site experience.
The art is managing and developing web based applications that support that brand identity on the net while keeping the integrity of the responsiveness and interactivity of the net. Some of the larger companies are leading the way with their web site redeployment.
Web developers are moving into the world of one-to-one relationships, and keep them from switching from site to site. The answer is you create customer loyalty, and you do that by creating a relationship with a customer.
Personalization is a good way to make that relationship stick. By adapting the site to the customers needs such as profiling software that matches content to the users profile and delivery of the correct content to correct users.
Transactional services are a great reason for people to come back to a site. Wells Fargo site is considered to be very successful the customer has the option of having on-line relationship through the bank or with Quickens Deluxe module that connects directly to Wells Fargo and other major institutions.
American airlines have flipped the switch on a set of customer-care databases that, for the first time, centralize all of the companys content. The personalization project aimed at ultimately generating new revenues streams from the 31 million members of their frequent flyer program.
Dell Computer under went its own effort for cooperate Personalization, Premier pages supports 3,000 separate corporate sites putting mission critical and historical information on line for the customer to access.
Integrated marketing on the web is one of the most fundamental processes that must unify both the brand image and the web site concept. The work is to incorporate both the corporate image with the interactivity of the web site.
All of this personalization requires a one-to-one focus, fortunately for the web developers they are tied to the legacy systems and often have the freedom to create independent web based database which are feed by the legacy system and have the ability to return to the legacy systems information necessary to refresh their databases.
The integration from traditional databases to web based systems is increasing with new technology that provides mostly seamless and transparent to the user database structure often times more effective than the legacy systems.
About the Author.
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
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