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Research Paper | Information Technology | United States of America | Volume 13 Issue 4, April 2024 | Rating: 5.5 / 10
Enhancing Customer Retention through Clickstream Data Integration in Pega Customer Profiles
Praveen Kumar Tammana
Abstract: The digital era has ushered in a new paradigm for customer engagement, wherein personalized experiences are not just preferred but expected. In this context, businesses are constantly exploring innovative ways to retain customers by leveraging data analytics. This paper discusses the integration of clickstream data into customer profiles within the Pega Customer Decision Hub as a strategic approach to enhance customer retention. By analyzing clickstream data - comprising the sequence of clicks or interactions a user makes across digital platforms - businesses can gain insights into customer behavior, preferences, and potential churn signals. This paper explores the methodology, benefits, challenges, and case studies of implementing clickstream data integration in Pega, aiming to provide a comprehensive understanding of its impact on customer retention strategies.
Keywords: Clickstream Data, Customer Behavior Analysis, Customer Retention, Pega Customer Decision Hub
Edition: Volume 13 Issue 4, April 2024,
Pages: 862 - 867