Capture Customer Feedback
A corporation's marketing department requires detailed information about the corporation's customers. Normally, surveys, sales analyses, and third-party marketing results are used to gather information about current and future customers. Today's technology allows an in-depth analysis of customer usage of Web sites that can provide detailed information about buying practices, customer needs, the success of sales promotions, and so on. In addition, users can provide direct feedback by being allowed to customize the way they navigate the Web site or through survey forms. The information obtained from these forms can be formatted using XML into a standard BizTalk format for analysis by the corporation's marketing department.
Creating Web sites is an iterative process. Every new iteration is based on careful analysis of previous iterations. In this way, Web sites and the corporation's definition of the needs of its customers are constantly refined and updated as the customers' needs change and technology evolves.