As the world is moving towards the Internet, and consumers can now purchase products directly from manufacturers over the web, Ingram very rapidly responded with an aggressive Web strategy. The new platform fully leverages the different types of information that are made available to a company doing business online. This Internet platform allows Ingram Micro executives, sales, and marketing managers to obtain an integrated, daily view of their business. With access to this combined data, Ingram can run a much more intelligent organization. Clickstream analysis for selling advertising space.
Executives can track clickstream activity of their largest customers.
With this information they can view the 25 most popular Ingram Web site pages according to a particular customer, such as a large electronics store chain, and the five pages that generate the most sales for Ingram from that store chain. Ingram can then offer this information to the suppliers whose products are being viewed most on those pages, to incent them to advertise more on those pages, or list more product promotions there. A telemarketer on the phone with a customer could pull up the Web Insight Platform to view purchasing history of a customer. They might see that they tend to purchase cables whenever they also purchase monitors from Ingram. When the telemarketer is on the phone with the customer, the report would flash an icon for cables, as a reminder to cross sell these products to them while they are selling monitors.