Examples of Multichannel Applications within Customer Relationship Management

Siv Pensar, Esa Rinta-Runsala

Research output: Book/ReportReport


The Louhi project - Implementing One-to-one Marketing with the Use of Data Mining - has been our main project during 2001-2003. The results clearly indicate that there is a market need for techniques like targeting of marketing campaigns and customer pro filing. We wanted to continue our research under a new name - LouhiOnline - Analytic Customer Relationship Management in a Multichannel Environment Management in a Multichannel Environment. We wanted to know whether the Louhi results could be incorporated into marketing channels newer than direct mail, magazine ads or email: Our focus was mainly on web, mobile and interactive TV. Mobile phones, though quite common, have a a potential that not yet has been utilized fully. Global trends indicate that within a few years, most people in the western world will have access to interactive TV. Our findings were interesting: There are often considerable benefits to be made by incorporating multichannel features to business benefits. The trick is to know when to use which channel (or which combination of channels), with which customer, in what w ay, how to take advantage of the specific attributes of each channel, and how to incorporate communities into the business model. It was not uncommon for companies who have settled these issues to e.g. boast a three digit campaign pull, provide better or profitable services for their customers, collect large amounts of customer data that are used for future campaigns, or generate profit by providing a marketing channel for other advertisers.
Original languageFinnish
Place of PublicationEspoo
PublisherVTT Technical Research Centre of Finland
Number of pages50
Publication statusPublished - 2004
MoE publication typeD4 Published development or research report or study

Publication series

SeriesVTT Tutkimusraportti


  • multichannel
  • mobile
  • wireless
  • PDA
  • sms
  • mms
  • web-TV
  • ITV
  • DTV
  • community
  • CRM
  • data mining
  • marketing
  • entertainment

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