Ebrf2009

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Faceless seller and customer profiling on the Internet. Presentation at EBRF2009 conference, Jyväskylä, Finland on 24.9.2009

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Ebrf2009

  1. 1. Faceless seller and customer profiling on the Internet<br />Outi-Maaria Palo-oja<br />Presentation at EBRF on 24.9.2009<br />
  2. 2. 22.9.2009<br />Faceless seller and customer profiling / 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. 3. Purpose<br />
  4. 4. 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 />22.9.2009<br />Faceless seller and customer profiling / Outi-Maaria Palo-oja<br />4<br />
  5. 5. Data and Analysis<br />
  6. 6. Data and Analysis<br />Data<br />Call center in travel industry<br />27 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 />22.9.2009<br />Faceless seller and customer profiling / Outi-Maaria Palo-oja<br />6<br />
  7. 7. Multi-user video annotation<br />22.9.2009<br />Faceless seller and customer profiling / Outi-Maaria Palo-oja<br />7<br />
  8. 8. Tentative findings<br />
  9. 9. Study in progress<br />Seller provides alternative options to choose from<br />Product placement on the Internet<br />Byuing decision as an indicator about customer profile<br />Customers who bought this, bought also… <br />Age, gender, demographics as indicators<br />How to know gender on the net? <br />Content as indicator<br />Referring sites, search terms, link paths<br />22.9.2009<br />Faceless seller and customer profiling / Outi-Maaria Palo-oja<br />9<br />
  10. 10. More information on eTourismProfilerhttp://etourism.joensuu.fi<br />www.uef.fi<br />

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