Gaining insight into characteristic of online audiences with a new approach

Date of publication: June 1, 2001

Abstract:

Online businesses possess high volumes of web traffic and transaction data. Often valuable data regarding visitor opinions and attitudes towards the service and the website itself are also available by means of online surveys. Additionally, sociodemographic data can provide characteristics of the audience, help differentiate between customer segments and understand drivers of loyalty with respect to each segment. Faced with the potentially rich body of the three kinds of information, companies urgently seek intelligent methods to analyze data in an efficient and insightful manner. The contribution of the present work consists of the introduction of an innovative and promising method for the joint analysis of all these data of the aforementioned dimensions that results in meaningful and valuable marketing knowledge. At the same time, the suggested solution yields also interesting practical results helping to better understand what is really going on at the website.

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