WEBKDD 2001 - Mining Web Log Data Across All Customers Touch Points: Third International Workshop, San Francisco, CA, USA, August 26, 2001, Revised Papers (2002) (Lecture Notes in Computer Science #2356)

Synopsis

WorkshopTheme The ease and speed with which business transactions can be carried out over the Web has been a key driving force in the rapid growth of electronic commerce. In addition, customer interactions, including personalized content, e-mail c- paigns, and online feedback provide new channels of communication that were not previously available or were very ine?cient. The Web presents a key driving force in the rapid growth of electronic c- merceandanewchannelforcontentproviders.Knowledgeaboutthecustomeris fundamental for the establishment of viable e-commerce solutions. Rich web logs provide companies with data about their customers and prospective customers, allowing micro-segmentation and personalized interactions. Customer acqui- tion costs in the hundreds of dollars per customer are common, justifying heavy emphasis on correct targeting. Once customers are acquired, customer retention becomes the target. Retention through customer satisfaction and loyalty can be greatly improved by acquiring and exploiting knowledge about these customers and their needs. Althoughweblogsarethesourceforvaluableknowledgepatterns,oneshould keep in mind that the Web is only one of the interaction channels between a company and its customers. Data obtained from conventional channels provide invaluable knowledge on existing market segments, while mobile communication adds further customer groups. In response, companies are beginning to integrate multiple sources of data including web, wireless, call centers, and brick-a- mortar store data into a single data warehouse that provides a multifaceted view of their customers, their preferences, interests, and expectations.

Copyright:

2002

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9783540456407

Related ISBNs:

9783540439691

Publisher:

Springer Berlin Heidelberg

Date of Addition:

08/10/22

Copyrighted By:

N/A

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Computers and Internet

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

Edited by:

Ron Kohavi

Edited by:

Brij M. Masand

Edited by:

Myra Spiliopoulou

Edited by:

Jaideep Srivastava