Web Intelligence has been quiet a popular topic lately. This thesis doesn't try to form the exact definition of Web Intelligence, because it's impossible. The aim is to demonstrate practical use of WI in retail banking instead. Since Web Intelligence can be seen as some kind of advanced Web Analytics system, the text starts off with explaining basics of Web Analytics. Then a hypothetical story about Mr. Cerny ' looking for a bank that would give him a mortgage loan is told. Meanwhile, a bank that provides Mr. Cerny 's current account tries to sell its own mortgage loan to him. Unfortunately, wrong channel at a wrong time is used to communicate the message which ends up with Mr. Cerny denying the offer instantly. Obvious mistakes made by the bank are then picked up and discussed. The conclusion is you need to know your customer very good to have long and healthy relationship. One way to achieve this is to deployWeb Intelligence solution that would reveal online habits of every one of your customers. Event Driven Marketing online campaigns can then be used to identify customers needs and target them at the right time, through the right channel and with the right message. If everything works well, the customer starts to percieve marketing communication as a personal support rather than annoying advertisement.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72494 |
| Date | January 2010 |
| Creators | Hnízdil, Jan |
| Contributors | Slánský, David, Pour, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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