Shop Direct builds web data warehouse

Home shopping business Shop Direct is capturing online visitor behaviour and loading it into a customer data warehouse to enable near-real time communications.

It is deploying Speed-Trap to gain customer insights using its integrated web intelligence tool. These will be loaded into an enterprise data warehouse from Teradata to be combined with existing customer data.

“Integrating detailed data from every customer interaction channel is vital to shaping more relevant and timely crosschannel customer experiences and driving revenue upward,” says Anita Balchandani, group strategy director, Shop Direct. “This extreme visibility into customer behavior and browsing data is a powerful means of understanding and serving our customers better.”

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