Integrating Clickstream Data with the Marketing Database

Neal Rimmay-Muranyi

The article looks at web activity data and its use in customer management; also the challenges posed by clickstream data for prospect database management.

Using customer data
Online retail
Customer relationship management
Digital media effectiveness

Integrating Clickstream Data With the Marketing Database

Neal RimayMuranyiEurodirect

Company websites are increasingly recognised as a critical data source that needs integrating into marketing and CRM databases. This is particularly true for sites...

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