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Market Communications & Branding - Part 2 CPS 181s Feb 18, 2003 Internet Marketing Technologies Web transactions logs Cookies Web bugs Databases, data warehouses, data mining, and profiling Advertising networks Internet Marketing Technologies Customer Relationship Management (CRM) systems Impact of Unique Features of eCommerce Technology on Marketing Page 361, Table 7.6 Web Transaction Logs Records user activity at a Web site Registration forms gather personal data on name, address, phone, zip code, email address, and other optional selfconfessed information on interests and tastes Shopping cart database captures all the item selection, purchase, and payment data A Web Transaction Log From AzimuthInteractive.com Page 362, Figure 7.12 Marketing Uses of Data From Web Transaction Logs Page 363, Table 7.7 Questions That Can Be Answered by Web Transactions Logs What are the major patterns of interest and purchase for groups and individuals? After the home page, where do most users go first, and then second and third? What are the interests of specific individuals (those we can identify)? How can we make it easier for people to use our site so the can find what they want? Questions That Can Be Answered by Web Transactions Logs How can we change the design of the site to encourage visitors to purchase our high margin products? Where are visitors coming from (and how can we optimize our presence on these referral sites)? How can we personalize our messages, offerings, and products to individual users? Cookies Cookie is a small text file that Web sites place on visitor’s client computers every time they visit, and during the visit, as specific pages are visited. Cookies provide Web marketers with a very quick means of identifying the customer and understanding his or her prior behavior http://privacy.net/anonymizer Cookies Placed by Amazon.com Page 365,Figure 7.13 Web Bugs Web bugs are tiny (1 pixel) graphic files hidden in email messages and on Web sites Web bugs are used to automatically transmit information about the user and the page being viewed to a monitoring server The type of browser that fetched the Web bug image The time the Web bug was fetched The IP address of the computer that fetched the Web bug The URL of the main Web site The URL of the Web bug image located on the hidden Web site A previously-set cookie value Databases, Data Warehouses, and Data Mining Database is a software application that store records and attributes Database management system (DBMS) is a software application used by organizations to create, maintain, and access databases SQL is an industry standard database query and manipulation language used in relational databases Databases, Data Warehouses, and Data Mining Relational databases represent data as two-dimensional tables with records organized in rows and attributes in columns; data within different tables can be flexibly related so long as the tables share a common data element Data warehouse is a database that collects a firm’s transactional and customer data in a single location for offline analysis A Relational Database View of eCommerce Customers Page 369, Figure 7.14 Databases, Data Warehouses, and Data Mining Data mining is a series of analytical techniques that look for patterns in the data of a database or data warehouse, or seek to model the behavior of customers Customer profile is simply a description of the typical behavior of a customer or a group of customers at a Web site Query-driven data mining is data mining based on specific queries Databases, Data Warehouses, and Data Mining Model-drive data mining involves the use of a model that analyzes the key variables of interest to decision makers Role-based data mining examines demographic and transactional data of groups and individuals at a Web site and attempts to derive general rules of behavior for visitors Collaborative filtering is where site visitors classify themselves into affinity groups characterized by common interests; products are then recommended based on what other people in the group have recently purchased Advertising Networks Present users with banner advertisements based on a database of user behavioral data Ad server selects an appropriate banner ad based on the user’s previous purchases, interests, demographics, or other data in the profile How an Advertising Network such as DoubleClick Works Page 374, Figure 7.15 Customer Relationship Management Systems A repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to “know the customer” Customer Relationship Management Systems Customer profiles can contain map of customer’s relationship with the institution Product and usage summary data Demographic and psychographic data Profitability measures Contact history summarizing the customers contacts with the institution across most delivery channels Marketing and sales information containing programs received by the customer and the customer’s responses A Customer Relationship Management System Page 376, Figure 7.16 Customer Service Tools: Frequently asked questions (FAQ) is a text-based listing of common questions and answers, provide an inexpensive way to anticipate and address customer concerns Real-time customer service chat systems, in which a company’s customer service representatives interactively exchange text-based messages with one or more customers on a real-time basis Customer Service Tools Automated response systems send email order confirmations and acknowledgements of e-mail inquiries Net Pricing Strategies Pricing, putting a value on goods and services, is an integral part of marketing strategy Demand curve is the quantity of goods that can be sold at various prices Fixed costs are the costs of building the production facility Variable costs are the costs involved in running the production facility Net Pricing Strategies Price discrimination is selling products to different people and groups based on their willingness to pay Net Pricing Strategies It’s Free! -- can be used to build market awareness Versioning is creating multiple versions of the good and selling essentially the same product to different market segments at different prices Bundling offers consumers two or more goods for one price Net Pricing Strategies Dynamic pricing Auctions establish the instant market price for goods Yield management -- managers set prices in different markets, appealing to different segments, in order to sell excess capacity Online Market Research Market research involves gathering information that will help a firm identify potential products and customers Primary research involves gathering first-hand information using techniques such as surveys, personal interviews, and focus groups Secondary research relies on existing, published information as the basis for analyzing the market Types of Survey Questions Page 396, Table 7.8 Some Popular Secondary Research Tools Page 399, Table 7.9