When Behavioral Targeting and CRM meet

September 3, 2009 by
Filed under: Uncategorized 

I’m currently working on a targeted advertising project for a telco company. A new solution for personalizing web site interactions, based on the fusion of customer and web behavioral data, has been developed. I would like to share ideas about this project and get your opinion about it.

Nowadays, customer data (CRM) and web behaviors are not employed to enrich each other. This is far from optimal because, huge leverage effects can be derived from each of these data domains. Currently, CRM or simply customer data which is available in most large companies is not used to enrich and enhance web user interactions and vice-versa web behavioral user data is not used to enrich customer profiles. As a result, one end up with a limited customer profile, which enables only limited personalization of customer interactions.

There are two types of web site visitors: identified and anonymous. For identified visitors, both CRM and web data exist. For anonymous visitors, only web data are available. Usually, the majority of website visitors are anonymous. The principle behind the developed solution is to build an extended customer profile by merging CRM data about the customer and his web behavior. A subset of these visitors is used to train the model and, using this model, a score is computed for any other identified visitors.

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With this extended customer profile (web behavior + CRM data), a series of recommendations as well as web interest affinities (e.g. sports, technology, product type A, product type B) can be generated for customers with repeated web site visits. I have used data mining techniques such as decision trees to infer recommendations. I have been able to obtain up to 390% increase in identified visitors click-through rate.

Up to now, the solution provides a unique score for each visitor. The next step would be to have N scores for the N different products. It would then be possible to have a prioritization among the products (the higher the score, the higher the priority).

Feel free to give your opinion about this project. Also, if you’re working on a similar solution, don’t hesitate to comment this post and share your ideas.

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Comments

11 Comments on When Behavioral Targeting and CRM meet

    […] post:  When Behavioral Targeting and CRM meet : Data Mining Research 03 Sep 09 | […]

  1. Neha on Wed, 16th Sep 2009 6:09 am
  2. Hi..I am working on a similar project. would love to hear more about what tools you are using? Cheers.

  3. Sandro Saitta on Sun, 20th Sep 2009 12:11 pm
  4. Hi, maybe we can discuss by e-mail. You can contact me at sandro.saitta@gmail.com.

  5. Chris on Mon, 19th Oct 2009 9:16 am
  6. We’re working on a similar project for Vodafone in Australia, email me to discuss.

    […] a previous post, I mentioned one of my current projects at FinScore. In this post, I will discuss another […]

  7. Andrew Michaud on Mon, 26th Oct 2009 9:26 am
  8. My company is working on something similar. If your interested in sharing ideas feel free to email me.

  9. Sandro Saitta on Mon, 26th Oct 2009 12:08 pm
  10. @Andrew: Thanks for contacting us. I hope we will be able to collaborate in the future.

  11. Carsten Hyldahl on Sat, 10th Jul 2010 2:00 am
  12. @Neha (& Co): Stumbled across this post, what could be 9 months ‘too late’, but if any of you are still pursuing your projects, and are still looking for a good toolset, I could potentially be able to assist you with this.
    We at Agillic (www.agillic.com) would like to lend our technology to a couple of projects that aim to deliver some solid business cases in this field.
    If you are interested please contact me at: carsten.hyldahl@agillic.com

  13. Sandro Saitta on Mon, 12th Jul 2010 4:00 pm
  14. @Carsten: Hi, I will contact you by e-mail.

  15. Navid on Tue, 5th Nov 2013 12:05 pm
  16. Hi, My colleagues and I, are going to start a research about application of BT in the CRM. we can share our insights about this subject.

  17. Sandro Saitta on Sat, 9th Nov 2013 1:40 pm
  18. Hi, you are welcome to share your results here.

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