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How To Do Customer Loyalty Analysis Via E-CRM Data Mining?
The Strategic Mindset Guides The Analysis
Mr. Qaalfa Dibeehi
Director of Thought Leadership, Beyond Philosophy
G-CEM Global Advisor(UK)
www.beyondphilosophy.com
This article is exclusively written for G-CEM.
Question:
With the rapid development of technology, many customers will turn to online shopping, this poses a higher request on the data mining function of all those e-commerce sites. I would like to ask for your advice on how to do data mining, thus analyzing their customer loyalty from these sites?
Answer:
It?s been some time since I was directly involved in data mining but I will give you my views on what I think you are really asking. The increased volume at an ecommerce site should not pose a major problem for a data mining analysis. Indeed the increased volume should make for more thorough and accurate analysis. The problem with increased volumes is probably more to do with recency of analysis. If the goal is to achieve something close to real time processing then the increased volumes will make this a bit trickier to achieve. I think at the heart of your question is how to determine loyalty? With cookies it is possible to determine individual customer repeat visits even when a purchase is not made. One basis of the analysis will be segmenting customers on the basis of their site visit behavior. In time this will allow you to segment based on need. Technically, the analysis required to do this is the similar to the statistical techniques used everywhere. The major change is required is in the strategic mindset that guides the analysis. The goal should be to attempt to discern needs based segmentation.
I hope that helps. Thanks.
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About the Author
Qaalfa Dibeehi, is Director of Thought Leadership at Beyond Philosophy. He has over 15 years senior level experience in the customer experience related space with particular emphasis on the special problems and sensitivities of organisations that have a dual commercial and social/community responsibility.
He was previously a Managing Consultant with Round, the customer centricity consultancy. While there he helped develop an assessment tool that eventually won the 2003 CRM Innovation of the Year award. His experience also includes senior roles at Fulcrum Analytics where he was Director of their consumer and strategy consulting practices in New York and London, respectively. He has held senior strategic planning and analysis roles with Schering-Plough Pharmaceuticals and Citibank.
Qaalfa is also an award winning university professor. He has been keynote speaker at a number of conferences; frequently quoted in the international press; and has authored and published a variety of white papers, and magazine and journal articles.
He has an MBA (international business and management) from New York University and masters degrees in statistics, psychology and health administration from the City University of New York, having graduated with departmental distinction from the State University of New York.
True to his trans-Saharan ancestry (nomadic), Qaalfa is a world traveller and has lived and worked in the three of the world?s great cities (NYC, London, and Tokyo). He would have been recruited for professional basketball were it not for his lack of talent. |
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