Improving Business Value


Analysis and reporting functionality can help improve the business value of your enhanced Web-based server site by enabling you to take the following steps: first, you need to review the information available to construct a logical baseline view of your customers. Analysis and reporting tools maximize the value of the information you’ve already captured because they help you gain intelligent insight into customer behavior, preferences, and purchase patterns. They then leverage this information into improved interactions with individual customers. Analysis applications transform e-commerce information from observation logs, customer profiles, and transaction databases into timely information that helps you offer customers the right products or services at the right time and the right price.

Second, you should use individual profile information and behavioral information on customers gathered from their online activities, combined with business and external research data, to create a comprehensive picture of your online and offline customer base. Third, you should analyze the picture to understand what different customer groups need from the enhanced Web-based server site and what their requirements might be. This analysis can help you to create appropriate content, messages, and promotions—even help you develop new products and services that can be “pushed” to the target individuals or groups, creating a cohesive strategy across all customer touch points. In the online environment, this works by specifying business rules that push the right messages to the right people at the right time. This, in turn, maximizes the opportunity to influence customer behavior, thereby maximizing the site’s business value. For example, one group of customers may be cash-rich and time-poor. The analysis and reporting functionality of your site can help you identify the appropriate content this group will be inclined to “pull” from the site, and then target messages you need to “push” toward them to stimulate and increase their online spending and value as customers.

Fourth, an effective e-commerce solution enables you to integrate e-business solutions with existing applications and systems, and to access information contained in legacy systems. This integration is a key to enhancing the business value of a site because it enables you to automate processes for marketing, selling, and service, and to get a complete picture of your customers. Your enhanced server-based Web site can be an invaluable channel for reaching new markets and customers, reducing costs by automating and streamlining processes, getting to know your customers, and selling and servicing your products more effectively. Solutions that effectively consolidate information and streamline transactions can be the key to achieving a superior return on your investment in enhanced server-based Web site technology.




Electronic Commerce (Networking Serie 2003)
Electronic Commerce (Charles River Media Networking/Security)
ISBN: 1584500646
EAN: 2147483647
Year: 2004
Pages: 260
Authors: Pete Loshin

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