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

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Presentation at CIRCLE conference Estoril

  1. 1. Customer profiling: From natural language to web design<br />Outi-Maaria Palo-oja<br />Presentation at CIRCLE on April 9, 2010<br />
  2. 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. 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. 4. Data and Analysis<br />
  5. 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. 6. Multi-user video annotation<br />5.4.2010<br />Faceless seller and customer profiling / Outi-Maaria Palo-oja<br />6<br />
  7. 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. 8. Web design<br />
  9. 9. Entry page to divide users in three<br />Web shop<br />Exactly expressed preferences (prerequisities & 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. 10. More information on eTourismProfilerhttp://etourism.joensuu.fi<br />www.uef.fi<br />

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