Learning About Customers Without Asking.pdf.pdf' (814.43 kB)
Learning About Customers Without Asking
journal contribution
posted on 2008-11-01, 00:00 authored by Alan MontgomeryAlan Montgomery, Kannan SrinivasanKannan SrinivasanThe Internet gives incredible opportunities for companies to learn about their consumers.
Most managers view learning as actively asking questions directly to consumers and listening to
their responses. Alternatively, managers can passively learn by observing the choices that
consumers make. Passive learning techniques include user profiling, collaborative filtering, path
analysis, and conjoint analysis. These techniques can be used to extract knowledge from online
data sources like purchase transactions, clickstream data, and e-mail. Together active and
passive learning can be used to create personalized environments for consumers. Such
personalization gives higher value and causes customers to become more loyal and more
profitable for businesses.