Cross-retail marketing based on analytics of multichannel clickstream data

A computer program product, comprising a computer-readable hardware storage device having a computer-readable program code stored therein, said program code configured to be executed by a processor of a computer system to implement a method for cross-retail marketing, the method comprising:

• the processor collecting clickstream data generated by a plurality of commercial activities of a user, wherein the commercial activities take place in a plurality of sales channels;
• the processor aggregating, organizing, and analyzing the collected clickstream data in order to infer a characteristic of the user or a characteristic of a product associated with an activity of the plurality of commercial activities;
• the processor responding to a further activity of the user, wherein the user performs the activity in an additional sales channel, by forwarding the inferred characteristic to a marketing tool associated with the additional sales channel, and wherein the additional sales channel is distinct from any sales channel of the plurality of sales channels.

A computer system comprising a processor, a memory coupled to said processor, and a computer-readable hardware storage device coupled to said processor, said storage device containing program code configured to be run by said processor via the memory to implement a method for cross-retail marketing, the method comprising:

• the processor collecting clickstream data generated by a plurality of commercial activities of a user, wherein the commercial activities take place in a plurality of sales channels;
• the processor aggregating, organizing, and analyzing the collected clickstream data in order to infer a characteristic of the user or a characteristic of a product associated with an activity of the plurality of commercial activities;
• the processor responding to a further activity of the user, wherein the user performs the activity in an additional sales channel, by forwarding the inferred characteristic to a marketing tool associated with the additional sales channel, and wherein the additional sales channel is distinct from any sales channel of the plurality of sales channels.