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Marketing Consulting

Web Mining

The term Web Mining indicates the application of Data Mining techniques to specific contents of data deriving from a site or Web portal.

Customer profiling (Customer Behaviour Modelling). Construction of client's profile, static and dynamic/behaviour, prepared for the new dynamic generation on the site/web portal of personalised recommendations of products and/or informative contents and for an efficient marketing and customer care strategys. Determining clients present and future value for their allocation into income ranges.

Segmentation (division, section) Analysis . Subdividing visitors/clients in homogeneous groups according to examined contents and purchased products. Each segment can be determined by a target marketing and product strategy (that convert into a presentation of suitably personalised information)

Cross/Up-Selling Analysis (Market Basket Analysis ). Locating profiles, recurring models in the purchases of products/services with the aim of generating more efficient marketing and merchandising actions (cross-selling, up-selling, how to present the product, planning of sale promotion campaigns, scheduling of warehouse supply, etc.)

Churn Analysis . Estimating the probability that a visitor would leave the site during a visit; estimating the probability that a potential client gives up the goods during a purchasing phase; estimating the repeatability of a client in purchasing or not over a certain period of time. These estimations are useful for: planning the loyalty of the clients (sale promotion and advertising campaigns); supporting the definition of new products/services; implementing more efficient win-back actions; assessing client's value.

Campaign Analysis (Prospect Generation). Supporting marketing campaign planning to reduce costs and increase returns. Identifying target clients groups with the greatest probability of positive response to the campaign (optimisation of marketing actions); estimating the response to e sale promotion campaign; forecasting future campaign returns.

AD Banner Targeting. Supporting planning and implementation of advertising campaigns on the web aimed at reducing costs and increasing returns. Identification of target clients for each type of advertising banner (AD banners). Estimating the response to advertising campaigns (analysis of click-through and conversion browsers/buyers rates)

Analysis of visitor behaviour in a Web site (Dynamic Contents Targeting). Dynamic presentation of the most suitable contents for each site/portal visitor according to his personal profile (static and dynamic/behaviour).