A common data representation model for customer behavior tracking

Sarasquete, Nicolas Casariego A common data representation model for customer behavior tracking. Journal ICONO14, 2017, vol. 15, n. 2, pp. 55-91. [Journal article (Unpaginated)]

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English abstract

Customer behavior has drastically changed in recent years. Being able to anticipate your customer’s’ behavior is the holy grail for every business leader. Now we are able to track and store part of the observed customer behavior, thanks to digital transformation processes, social networks adoption, cloud infrastructure and big data technology availability. This observed behavior is made up of repetitive transactions and recurring purchases, as well as navigation and interactions through digital properties, channels, devices, applications and social networks. The present article establishes the foundation for a common data representation model of tracked customer behavior. With this data model in place, organizations will be able to represent any given customer-centric business model allowing to analyze the most popular marketing problems: like segmentation, cross-selling, retention, etc. Also most popular analytic and predictive software tools could be used for consumer behavior storage and analysis.

Item type:	Journal article (Unpaginated)
Keywords:	Customer experience, Customer behavior, Customer intelligence, Behavioral data model, Customer predictive analytic, Customer behavior patterns
Depositing user:	Antonella De Robbio
Date deposited:	01 Oct 2017 11:14
Last modified:	01 Oct 2017 11:16
URI:	http://hdl.handle.net/10760/31784

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