Internet e-commerce is all about alluring the right customer to the right content and then keeping the customer interested through a series of relevant promotions. This encompasses understanding customer's behavior and preferences to design customer experience and promote buying. Companies with a considerable portion of their business interests on the Internet can benefit significantly from the use of analytics at various phases of customer interaction.

A CRM approach that combines our capabilities in customer analytics with our core strength in online ad-targeting allows for an all-encompassing view of the customer's preferences. Valuable insights through analytics can be structured into the following three phases:

1. Online Customer Identification

1. What kind of behavioral/demographic attributes are demonstrated by prospective customers?
2. What are the typical behavioral/demographic attributes of existing customers to your website?

2. Online Customer Acquisition

1. Identifying the best websites for placing marketing campaign ads through our expertise in online ad-targeting
2. Based on customer preferences, contact them through email with relevant campaigns
3. Executing online advertising campaigns that can maximize effectiveness through the right kind of advertising inventory

3. Online Customer Account Maintenance

1. Account profiling
   1. What does past transactions on the website tell you about the preferences/dislikes of the customer
   2. What is the likelihood of an existing customer's interest in a particular product/service considering past transactions
   3. What are the best product recommendations/offers for a particular customer based on his/her past browsing history on the website?
2. Cross-selling and up-selling
   1. How can existing customer base be used for identifying cross-selling and up-selling opportunities based on their preferences
3. Product bundling
   1. What kind of product bundles will be an attractive proposition given buying preferences of the account users
4. Customer retention
   1. What customers seem to have dwindling interest in carrying out commercial transactions with the website? This information can be used to serve appropriate incentives to those customers.

DecisionCraft has developed behavioral and demographic targeting models for profiling websites and their visitors. These models have been able to profile more than 80 million visitors to high-traffic websites in a few months. The demographic targeting model profiles visitors across Gender, Age, Ethnicity, Household income, Education and the Presence of children, while the behavioral targeting model profiles visitors based on their interests in any of a list of 23 categories. These categories include travel, shopping, real-estate, automotive, careers and others.