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The rapid growth of electronic commerce is driven by the ease and speed of online business transactions. Enhanced customer interactions, such as personalized content, email campaigns, and online feedback, create new communication channels that were previously inefficient. Understanding customer behavior is essential for developing effective e-commerce solutions. Rich web logs offer valuable data about customers, enabling micro-segmentation and personalized engagement. Given that customer acquisition costs can reach hundreds of dollars, precise targeting is crucial. Once customers are acquired, the focus shifts to retention, which can be improved through customer satisfaction and loyalty by leveraging insights into their needs. While web logs provide significant knowledge, it's important to recognize that the Web is just one channel for customer interaction. Data from traditional channels also offers critical insights into market segments, and mobile communication introduces additional customer demographics. Consequently, companies are increasingly integrating various data sources—web, wireless, call centers, and physical stores—into a unified data warehouse. This approach delivers a comprehensive view of customer preferences, interests, and expectations, enhancing their ability to tailor offerings effectively.
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Mining web log data across all customers touch points, Ron Kohavi
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- Année de publication
- 2002
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