Customer relationship management (CRM) meets the Web in a recent announcement from statistics specialist SPSS. CRM aspires to help organisations profit from a better understanding of customer behaviour. SPSS's eMine is intended to let enterprises make the most of information collected when people use a website. As well as suggesting design improvements, such analyses can help to predict individual buying behaviour or warn when someone is about to take their business elsewhere. Customers should feel as welcome as if they were in a corner shop, even though they may be surfing on Amazon. Customers can be 'scored' in real-time as to their buying propensities, so suitable offers can be made while they're still online. Information from eMine can be recorded in a database, allowing the enterprise to tailor its future interactions with the customer. SPSS vice president of international sales and marketing Jon Petersen said using eMine should result in greater return on investment from systems. 'Companies can now translate existing investments in data warehouses and websites into customer intelligence that's of immediate practical use.' Last week another business-intelligence player, Hyperion Solutions, announced plans for a suite of packaged CRM 'analytic applications', to include applications specifically for e-marketing, website and e-commerce analysis.
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