Knowing what the client wants customer metrics as an introduction into customer profiling.

eCRM service provider artegic expands the self-sharpening customer profiling of the ELAINE Online Direct Marketing Suite with predefined industry-specific rulesets.

Customer loyalty requires a high degree of know-how regarding individual customer preferences, lifestyles and motives. As a strategy consultant and associated company of the Fraunhofer Institute, German eCRM provider artegic (www.artegic.de) develops customer-specific business rules, based on business model audits, marketing and distribution strategy, as well as CRM data analysis.

In the context of measurement and analysis, suitable indicators, such as brand and product affinity, topical interest, activity, purchase and usage performance, as well as the subscriber's age all add to the profiling.

From the findings of a number of different projects in several industries, predefined profiling metrics were then developed.

Clients can therefore employ industry-specific valuation mechanisms for the first phases of customer profiling. The first customer metrics presets include solutions for the areas of e-commerce/retail, airline, media and telecommunications.

"Meaningful and up-to-date user profiles are the basics of relevant and targeted marketing. The relevant measuring indicators and their interpretation into interests, motives and preferences are industry-specific and require intensive and continuous optimisation", states Stefan von Lieven, CEO of artegic. "The new ELAINE Customer Metrics are a clear simplification for companies which are new to the area of customer profiling in online channels. They are an excellent initial configuration for the first steps and later, they serve the individual fine tuning of parameters."

You can test ELAINE and the Customer Metrics Solutions live on 17 and 18 September at the artegic stall at the Trade Fair for Digital Marketing in Düsseldorf (OMD) in hall 11, stall 14.

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