Knowledge about customers' needs, characteristics, preferences and behaviours based on analysis of qualitative and quantitative data. Specific insights can be used to inform marketing tactics directed at groups of customers with shared characteristics.
Situation analysis related to customers is very important to setting realistic objectives estimates for online customers and developing appropriate propositions for customers online. Customer-related analysis can be divided into two. First, understanding the potential and actual volume of visitors to a site (demand analysis) and the extent to which they convert to outcomes on the site such as leads and sales (conversion modelling). Secondly, we need to understand the needs, characteristics and buyer behaviour of online customers (also covered in Chapter 7), often collectively referred to as customer insight.
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