For the next few articles we will focus on some issues and concepts on the "e" side of customer relationship management (CRM). As companies continue to master the science of running transactions through their Web site, we see a gravitation to Web marketing. The Web is increasingly becoming a key loyalty driver as customers continue to find the convenience and (in some cases) the speed of the Internet appealing. As competition heats up, the Web and the distance to your competitor is measured in seconds instead of miles, and slick graphics are no longer a sufficient incentive to justify ordering over the Web.
Last month we talked about the new types of analysis and data that can be captured from Web sites. This month, we continue along that theme and look at campaign management on the Web. Several vendors and practitioners were interviewed during this last month, and their thoughts and opinions are included in this article.
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