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 There has been a certain amount of scepticism surrounding CRM in the past, but now it seems like everyone is doing it. Is this the case?
Andy Wood, MD, GI Insight |  |
Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes | |
How can I apply the principles of unified communications to CRM to boost productivity and enhance service?
John P. Joseph, VP Corporate Marketing, Envox Worldwide | |
What makes excellent service?
Mark Greatrex, Product and Services Director, Lakeview | |
What are best practices for displaying ads in email newsletters?
Andrew Osterday, Solutions Director, eMarketing, Premiere Global Services | |
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 | Jack Noonan, CEO, SPSS You Asked
In what ways can predictive Web software benefit a company? | | |
The Expert's Answer
The Web is a uniquely rich source of customer behavioral data, but many organizations fail to use their Web data to its full potential. Often, organizations focus solely on the site usage insights to be gained, and miss a vital opportunity to learn more about their customers’ interests, preferences, and motivations. By applying predictive analytics to the Web, organizations can improve not only site effectiveness, but the overall customer experience and the value of each online interaction as well.
As visitors interact with Websites, they communicate their current interests and future intent. By applying predictive analytics to this behavioural data, organizations can increase the effectiveness of online customer acquisition campaigns, and use their customer insights to enhance sales and retention campaigns, both on the Web and in channels such as direct mail and call centers.
Conventional Web reporting cannot provide the predictive insights required by the increasingly strategic, sophisticated role of today’s Websites. For example, conventional Web reporting can convey which pages a particular visitor viewed. Predictive analytics, on the other hand, can analyze those pages for key concepts that tell you why those pages were viewed. As organizations rely more and more on the Web to increase revenue, acquire new customers, and more, they need analytics that help them understand and anticipate customer needs, desires, and behavior.
Customers have more choices than ever before when it comes to where to spend their hard-earned money. By using predictive Web software to better understand their customers, organizations can improve customer interactions–and increase revenue–online and across channels. Predictive Web software enables organizations to use their existing Web data to build not only more effective sites, but also stronger and more profitable customer relationships.
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Jack Noonan became President and Chief Executive Officer of SPSS Inc. in January 1992. Noonan brings more than 30 years of experience in several key areas of the computer industry. Since joining SPSS, Noonan’s technological vision and direction have taken the company from a small, start-up entrepreneurial organization, with a single product offering, to an intelligent, business-minded public company with over 40 product offerings.
SPSS
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