Information Technology Reference
In-Depth Information
33
Figure 2.4
Last visitor details filtered by the Sale action
Customer Relationship Management (CRM)
CRM is a term applied to processes implemented by a company to handle contact with its
customers.
as for other variables mentioned thus far in the chapter, the
MEMBERID
variable
must not be longer than 75 characters, and you must not use non-asCii characters. in
addition, do not use any of the following characters in the variable:
' < > # & ; : ? - * ~ ` ´ ) ( = % ! “
Part ii, “Utilizing an enterprise Web analytics Platform,” will expand on how
to track product use data, but it may be useful to see an example illustrating the value
of
MEMBERID
here. Figure 2.5 shows a custom report, where we have
MEMBERID
as the
left-hand dimension and revenue as one of the three metrics. You can replace revenue
with other success metrics for non-commerce-based websites. running the report on
today, and sorting the list on revenue, you get an instant list of top customers. remem-
ber that the system is in real time. a similar report could be run to show daily service
actions, such as writing personal emails asking for product satisfaction.
