Integrating Clickstream Data With the Marketing Database

Neal RimayMuranyi

Company websites are increasingly recognised as a critical data source that needs integrating into marketing and CRM databases. This is particularly true for sites that act as product brochure, location guide, customer service centre and direct sales channel combined. The pressure on database marketers to use this information on existing and prospective customers is growing, as home Internet connection tops a third of the adult population. Technically, it is essential that the lessons of integration are learned in the (relatively) relaxed and controlled world of web data before being applied to the hectic emerging scenario of digital TV.