Customer Relationship Management E-Customer Relationship Essay

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The majority are in the Developing Phase (45%) with just 3% in Optimizing. This indicates that there is a strong need for greater integration of social networking, permission marketing and customer information management in many e-commerce strategies today. The results shown in Figure 3 also indicates there is significant upside potential for companies who attempt to grow quickly through the integration of social networking, trust-based permission marketing based on relationships created via social networks and the use of customer information acquisition that also benefits each customer as well. All of these factors need to be brought together into a unified, strategic plan in order for companies to excel. The majority of companies in the Developing phase (45) of the maturation levels signal that marketing is merely interacting, not anticipating and planning what to do next for customers. What's needed is more of a focus on making all elements integral to a common, unified customer-centric strategy based on trust.

Figure 3: Social CRM and E-Commerce Maturation Levels, 2012

Based on an analysis of (Cooke, 1994) (Doyle, 2007) (Harris, Rae, 2009) (Jones, 2002) (Plaza, 2010)

Question 2: Describe and illustrate what you consider to be important tools used to measure customer visits to a website, enable customer navigation around a website, and measure customer time spent on the website.

The most valuable tools for measuring customer visits to a website, designing more effective navigation through informed decisions, and also measuring the time spent on a website in aggregate across all customer segments and by audience are web analytics. There are literally hundreds of Web analytics applications available on the market today. One of the most powerful for accomplishing these tasks happens to also be free to use. Google Analytics is free, has extensive support for tracking customer visits to a site, can provide real-time updates on which areas of a site are delivering the greater value for navigation and also easily can measure the time spent on a website by a given customer (Perez, 2007).

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It can also analyze to the audience level what specific customer groups are looking at, interested in, and seeking more information on. Google Analytics can track Web traffic by Audience, Advertising, Content, Conversion and Traffic Sources. This is a very powerful analytical platform that can compare time series data across an entire range of dates, content sources, campaigns, and also has the ability to complete preliminary testing of advertisements that are published to Google AdWords, a complementary platform that Google relies on for nearly $300M in advertising revenue every 90 days (Perez, 2007). AdWords is the single most profitable product line in Google, and Google Analytics also has the ability to track overall performance of AdWords campaigns. Google Analytics also has extensive support for a series of features called E-Commerce Goal Sets that give companies the ability to quickly define up to four different goals, including visits, transactions, revenue, average value, e-commerce conversion rate and Per Visit Value. All of these factors are combined into a single dashboard for evaluating the effectiveness of e-commerce strategies (Plaza, 2009)

. Data on e-commerce strategies can also be analyzed by visits, revenue, transaction, Average Value, E-Commerce Conversion Rate and Per Visit Value. All of these can then be analyzed both in tabulated reports and also in graphical formats as well.

Recent additions to Google Analytics include conversion analysis for Multi-Channel Funnels, support for Social Media traffic analysis. The main screen of Google Analytics is shown in Figure 1. The saw-tooth-looking activity across the main part of the screen indicate peaks and valleys of visits to a website being analyzed using Google Analytics. The series of options along the left column are specifically used for navigating between options for Audience, Advertising, Traffic.....

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