Presentation at CIRCLE conference Estoril

Customer profiling: From natural language to web design
Outi-Maaria Palo-oja
Presentation at CIRCLE on April 9, 2010

5.4.2010
From natural language to web design / Outi-Maaria Palo-oja
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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

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
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Data and Analysis

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
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Multi-user video annotation
5.4.2010
Faceless seller and customer profiling / Outi-Maaria Palo-oja
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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
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Web design

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

More information on eTourismProfilerhttp://etourism.joensuu.fi
www.uef.fi

Presentation at CIRCLE conference Estoril

by Outi-Maaria Palo-oja on Apr 05, 2010

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Presentation at CIRCLE conference Estoril — Presentation Transcript