In this issue, I continue with the value proposition and architecture concerns in the capture and integration of major customer interaction systems into the CRM-ready data warehouse with a look at Web clickstream data.
Though we no longer see the "e-" preceding every software, service and product offering as it has largely been relegated to a channel that doesn't cannibalize investment in legacy customer interaction channels, it's still a required competitive investment. For large organizations, it could easily cost millions of dollars per year to operate and maintain their e-presence. Is this money well spent? Does the layout facilitate revenue generation and does it do so as efficiently as possible? Are we collecting actionable customer information? What are our best e-campaigns? How do we personalize the user's experience?
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