Faceless seller and customer profiling on the Internet. Presentation at EBRF2009 conference, Jyväskylä, Finland on 24.9.2009

1. Faceless seller and customer profiling on the Internet Outi-Maaria Palo-oja Presentation at EBRF on 24.9.2009

2. 22.9.2009 Faceless seller and customer profiling / Outi-Maaria Palo-oja 2 eTourismProfiler From log data analysis to customer profiling on the Internet To identify typical customer profiles and customer needs among the internet users This information is utilised in targeting marketing efforts according to customer profiles. The customer profiles are identified from the log file that is collected mainly from the travel web sites. Problem Partnering organisations identified that customers still tend to phone and book their trip

3. Purpose

4. Supplementary study on phone based profiling How sales personnel identify customer needs and typical profiles? What are the critical events during the sales talk? Could we simulate these events on the internet? Is it possible to utilise the phone conversation based profiles on the Internet? How internet marketing is adapted according to customer profiles? 22.9.2009 Faceless seller and customer profiling / Outi-Maaria Palo-oja 4

5. Data and Analysis

6. Data and Analysis Data Call center in travel industry 27 conversations between travel agent and buyer Video, screen capture, phone recording Analysis Video annotation through VICTOR Web based multi-user video annotation tool Time sensitive comments 22.9.2009 Faceless seller and customer profiling / Outi-Maaria Palo-oja 6

7. Multi-user video annotation 22.9.2009 Faceless seller and customer profiling / Outi-Maaria Palo-oja 7

8. Tentative findings

9. Study in progress Seller provides alternative options to choose from Product placement on the Internet Byuing decision as an indicator about customer profile Customers who bought this, bought also… Age, gender, demographics as indicators How to know gender on the net? Content as indicator Referring sites, search terms, link paths 22.9.2009 Faceless seller and customer profiling / Outi-Maaria Palo-oja 9

10. More information on eTourismProfilerhttp://etourism.joensuu.fi www.uef.fi