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| analysing data |
analysing data
One of the most powerful features of interactions and transactions over the Internet is that everything is tracked and recorded in server logs (see the chapter on web analytics and conversion optimisation), providing a wealth of data that can be analysed to make business decisions.
Importantly for CRM, this means that the acquisition source of customers may be recorded, and analysed against sales data for customers from the source. This leads to a very accurate ROI (return on investment) calculation and indicates where CRM and marketing efforts should be focused.
One of the most powerful features of interactions and transactions over the Internet is that everything is tracked and recorded in server logs (see the chapter on web analytics and conversion optimisation), providing a wealth of data that can be analysed to make business decisions.
Importantly for CRM, this means that the acquisition source of customers may be recorded, and analysed against sales data for customers from the source. This leads to a very accurate ROI (return on investment) calculation and indicates where CRM and marketing efforts should be focused.
The key to effective use of technology in CRM is integration. Ensure that all channels can be tracked, and that that information is usable to all parties within an organisation.
Knowing where your customers come from, but not what they purchase is pointless:
these two metrics need to be compared in order to produce actionable insights.
Knowing where your customers come from, but not what they purchase is pointless:
these two metrics need to be compared in order to produce actionable insights.
