Update Marketing has launched Marketing Manager 4.1, its interactive Web-based customer relationship product.
In the latest version, Update Marketing has linked its Web-based customer relationship software to a rules engine which feeds from statistics gleaned from visitors to Web sites. The object is that users are able to analyse visitor behaviour and then apply rules that trigger further actions.
Explaining what this means for users, David Topping, worldwide marketing director at Update, said: "If a user is hitting help pages 20 times, then it is obvious the person is in trouble and needs a call. If the Web owner could automate activity so the user is called automatically, then that person is receiving a pro-active service."
According to Topping, companies considering this type of product should experiment with a few simplistic examples to assess whether behaviour patterns are representative of activities on which rules can be established.
However, he admitted that at this stage it is not feasible to link the product through to business process applications. "There is so much variability between applications that it is not possible to create generic links," he said. "Customers will be more proactive in the customer relationship so, in the short term, they will be better placed to assemble customer-specific offers."
The rules and behavioural analysis functions are available as a separate module with a typical price of £35,000.
Dust storm on Titan only the third Solar System body where such storms have been observed
New technique could enable quantum computers to scale-up to millions of qubits
Systrom and Krieger taking time off "to explore our curiosity and creativity"
Comcast's £29.7bn winning bid more than twice the £13.7bn Rupert Murdoch valued Sky at just eight years ago