13.5 Conclusion
13.5 Conclusion We began this chapter with a discussion on the importance of customer identification. We examined how frequent buyer programs, such as the Fred's card, can be used to track customer activities. By analyzing this data, the record of customer activities, we gain insight into the behavior, needs, and wants of our customers. We can use this insight to develop the one-to-one relationship so desired by the customer-driven organization. Again, we see that the ingredients of a solution transform one another. The inclusion of the Internet in our solution changes how we interact with our customers. It also changes the way in which we are able to track and analyze their behavior. In the Internet age, we have something more powerful than a card to understand customer behavior. We have the ability to distribute cookies to customers and prospects visiting our site. Cookies in the Internet age are in fact more powerful than the customer identification cards of the brick-and-mortar world. Cookies, in addition to providing market- basket analysis and continuity of customer cards, also provide us with insight into the behaviors of customers while they are in the store and into the activities that comprise the buying process. In this chapter, we explored how to get the data to perform this analysis. In Chapter 14, we examine how data mining can be applied to this data and how we actually use this data to understand and act on customer behavior.  |
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EAN: 2147483647
Pages: 113