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Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
Presentation at CIRCLE conference Estoril
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Presentation at CIRCLE conference Estoril

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Customer profiling: From natural language to web design. Presentation at CIRCLE, Estoril, Portugal in AÄpril 2010

Customer profiling: From natural language to web design. Presentation at CIRCLE, Estoril, Portugal in AÄpril 2010

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  • 1. Customer profiling: From natural language to web design<br />Outi-Maaria Palo-oja<br />Presentation at CIRCLE on April 9, 2010<br />
  • 2. 5.4.2010<br />From natural language to web design / Outi-Maaria Palo-oja<br />2<br />eTourismProfiler<br />From log data analysis to customer profiling on the Internet<br />To identify typical customer profiles and customer needs among the internet users<br />This information is utilised in targeting marketing efforts according to customer profiles. <br />The customer profiles are identified from the log file that is collected mainly from the travel web sites.<br />Problem<br />Partnering organisations identified that customers still tend to phone and book their trip<br />
  • 3. Supplementary study on phone based profiling<br />How sales personnel identify customer needs and typical profiles?<br />What are the critical events during the sales talk?<br />Could we simulate these events on the internet?<br />Is it possible to utilise the phone conversation based profiles on the Internet?<br />How internet marketing is adapted according to customer profiles?<br />5.4.2010<br />From natural language to web design / Outi-Maaria Palo-oja<br />3<br />
  • 4. Data and Analysis<br />
  • 5. Data and Analysis<br />Data<br />Call center in travel industry<br />26 conversations between travel agent and buyer<br />Video, screen capture, phone recording<br />Analysis<br />Video annotation through VICTOR<br />Web based multi-user video annotation tool <br />Time sensitive comments<br />5.4.2010<br />From natural language to web design / Outi-Maaria Palo-oja<br />5<br />
  • 6. Multi-user video annotation<br />5.4.2010<br />Faceless seller and customer profiling / Outi-Maaria Palo-oja<br />6<br />
  • 7. Findings from the data<br />Customers’ goals and preferences as a basis<br />Group 1: To book a trip under certain constraints<br />Group 2: To make changes or seek additional information<br />Group 3: To seek information for decision making<br />The conversation between seller and buyer<br />Brand new enquiries: Dialogue<br />Specifications for bookings: Customer-leaded interview<br />Non-specific enquiries: Seller-leaded interview<br />5.4.2010<br />From natural language to web design / Outi-Maaria Palo-oja<br />7<br />
  • 8. Web design<br />
  • 9. Entry page to divide users in three<br />Web shop<br />Exactly expressed preferences (prerequisities &amp; supplementary)<br />Boolean operations<br />More options through content-based recommendation<br />Service desk<br />Sign in with customer nro<br />Personally modified messages<br />Extra sales through collaborative-based recommendation <br />Information deskor ’virtual brochure’<br />General information with rich descriptions<br />User generated content<br />
  • 10. More information on eTourismProfilerhttp://etourism.joensuu.fi<br />www.uef.fi<br />

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