Tracking user behavior on the web for digital marketing personalization with Salesforce
Akimova, Olga (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905149692
https://urn.fi/URN:NBN:fi:amk-201905149692
Tiivistelmä
Technological advancement and growth of connectivity skyrocketed the demand for the quality of customer experience. It drives business to accommodate various sources of understanding the interests and preferences of its audience. This trend made web tracking a hot and controversial subject for both business and consumers.
The goal of this report is to demonstrate how to improve the knowledge of customer audience through getting the insight into user behavior in the e-commerce website. In addition, it aims to find possible solutions to leverage the collected data.
This research is based on the practical case project to provide the most relevant and realistic results. This work is limited to the scope of Salesforce.com products and focuses on the existing customer audience.
The modern trends and concepts in customer relationship management are highlighted in the theoretical part. Moreover, it defines a customer and explains a data-driven approach to business and marketing. The thesis covers online store user data lifecycle: establishing the motivation and goals for the project, collecting user behavior data and utilization of the data for personalizing the customer experience.
The study identified a process behind learning customer interests. In addition, it revealed the challenges of the implementation process. The roadmap of the process demonstrates the way to be undertaken to achieve the desired results.
The research concludes that web tracking is a valuable source for gaining insights into the consumer audience of the online store. It opens broad horizons of opportunities to take advantage of the user data to benefit the business.
The goal of this report is to demonstrate how to improve the knowledge of customer audience through getting the insight into user behavior in the e-commerce website. In addition, it aims to find possible solutions to leverage the collected data.
This research is based on the practical case project to provide the most relevant and realistic results. This work is limited to the scope of Salesforce.com products and focuses on the existing customer audience.
The modern trends and concepts in customer relationship management are highlighted in the theoretical part. Moreover, it defines a customer and explains a data-driven approach to business and marketing. The thesis covers online store user data lifecycle: establishing the motivation and goals for the project, collecting user behavior data and utilization of the data for personalizing the customer experience.
The study identified a process behind learning customer interests. In addition, it revealed the challenges of the implementation process. The roadmap of the process demonstrates the way to be undertaken to achieve the desired results.
The research concludes that web tracking is a valuable source for gaining insights into the consumer audience of the online store. It opens broad horizons of opportunities to take advantage of the user data to benefit the business.