Are you being served online? The case for real-time analysis

Malcolm Duckett

If web marketers were asked to name a shining example of how they want their brands to treat customers online, they would likely be able to repeat a shortlist of companies they believe offer a trusted brand name on the web and boast a subscriber or customer base that is the envy of their competitors.

There may be a good example of quality service in there somewhere, but there's another far more fertile hunting ground: the corner shop. Every town or village has them and they could teach web marketers a thing or two about how to treat their customers as individuals. Walk into a local grocery store and chances are the owner will know you by name, know what you normally like, what you bought last time you were in, what they had run out of but now have got back in stock and what new products are available that you should try.