Tracking and profiling with eCRM
What do the terms 'tracking' and 'profiling' mean in the context of e-CRM?
Tracking generally refers to the ability to maintain a record of all sales
and service activities for customers, prospects, and partners. This would
include things like phone calls, sales visits, conference attendance, etc.
Additionally, with the help of reporting and analytics, it's possible to
"track" the progress of a contact, from the prospect stage to the client
stage. Depending upon the information captured, this could also include the
ability to determine the effectiveness of marketing campaigns, by connecting
new sales to specific campaigns and events.
Profiling is related to tracking. It refers to the ability to maintain
personal and demographic information about clients, prospects, and partners.
This might include: Age, Sex, Occupation, Income, Race, and data about past
buying habits. This helps companies aim marketing campaigns to specific
target audiences. Once a contact responds to the campaign, the "tracking"
capabilities (above) are used to capture interactions (transactions, phone
This was first published in October 2002