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

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