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.com/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.