I'm interested in knowing the elements/dimensions that would be required to build a customer data mart and marketing data mart for an e- commerce company.
Doug Hackney's Answer: The fundamental customer dimensions would be the same as for a brick-and- mortar commerce scenario (customer, product, geography, time, etc.), assuming you know who the customers are (i.e., they are registered users). The additional dimensions, or analytical axis, that you encounter in an e-commerce scenario will depend on where you are in the "e" value chain. If you are interested in the "Webographics" of the customer, you'll be interested in the Web session dimensions such as host server, user domain, session length, click tier/segmentation (number of clicks in session), source or referring domain, etc.
If you are a pure e-commerce company you will avoid the greatest challenge in e-BI (business intelligence), that of integrating the e-commerce customer transaction information with the non-e-commerce information from current and historical brick-and-mortar transactions.
Chuck Kelley's Answer: How do you want to view the measurements? Customer, products, packaging, store, time, promotion/advertisement/catalog, demographics, psychographics, corporate organization and regulatory are the ones that first come to mind.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access