Presentation at CIRCLE conference Estoril

  • 480 views
Uploaded on

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

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
480
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

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