Being able to predict customer trends has just become much easier thanks to new research sponsored by the ESRC into the use of website and other new media data.
A project led by Dr Bruce Hardie of the London Business School has resulted in the development of simple systems – or mathematical models – which can enable companies to describe, diagnose and forecast the behaviour of subscribers to these services.
Dr Hardie said: “Website operators are collecting volumes of data all the time on their customers’ behaviour in terms of buying goods and services. It has been easy up until now to track changes in total use over a period, but it is more challenging to understand what lies behind the figures.
Becky Gammon | alfa
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