Last modified: August 17. 2001 1:50PM
Customer Relationship Management (CRM) Module
Learn more about your Web site visitors
Customer Relationship Management (CRM) is a new area of attention among e-businesses. Publicus provides an add-on CRM module for those publishers who want to learn more about their online customers and use that information to customize the visitors' experience.
The CRM Module allows you to identify visitors to the site, and build up a profile of preferences and demographic information. With this information, you can offer Web site visitors news and advertising content customized to their interests. You can also offer advertisers targeted ad products.
Each new visitor to the site is identified (using several techniques) and added to the Publicus database of visitors. The user's profile grows and can become more specific as they use the site over time. There are two types of data that can be captured:
- Active: Information supplied to you directly by the visitor (registration, online surveys, etc.)
- Passive: Information gained by monitoring visitor activity (types of links followed, etc.)
Both the active and passive data are recorded and can be used by the other Publicus modules to customize the Web site experience for the visitor. The profile data can also be used by publishers for sales and marketing purposes.
For example, based on the visitor's online habits, a custom home page could be generated each time the user visits the site. They can also save their own preferences to build their own customized version of the site's homepage. Banner ad rotation can also be personalized.