1. Customer Data

2. Look at Amazon.com (5mins)
Identify the personalisation features used.
What techniques is this retailer using to retain customers and persuade them to buy something?
What are the benefits of providing a personalised experience – for the customer and the retailer?

3. In this lesson students are learning about:
why and how organisations collect customer data
the use of cookies
adware and spyware
targeted marketing and personalisation techniques

4. At the end of this lesson students will be able to:
explain why and how online retailers collect customer data
explain the purpose of a cookie and weigh up the benefits and drawbacks of cookies
explain what adware and spyware are and how users can protect themselves
give examples of personalised marketing techniques

5. What is an Internet “Cookie”
A common definition: “Cookies are programs that Web sites put on your hard disk. They sit on your computer gathering information about you and everything you do on the Internet, and whenever the Web site wants to it can download all of the information the cookie has collected. [wrong]”

6. A more accurate definition
“A cookie is a piece of text that a Web server can store on a user's hard disk. Cookies allow a Web site to store information on a user's machine and later retrieve it.”

7. Internet Privacy
Browser privacy settings help control who has access to your PC. There are many different browsers and each have their own settings, here is an example of how to view and alter privacy settings in Google Chrome...

8. Task: 10 mins
Complete “Cookies.doc”

9. adware and spyware What is it?

10. The value of customer data
Look at “Customer data - what and why.doc”
Can you think of any other data that online retailers collect about their customers?
Now work in pairs to complete the table in Customer Data – What and Why.doc.

11. What does your data say about you?
Look at “What Does Your Shopping Say About You.doc”
Jot down what this data tells us about each of the customers.

12. Order 1 Weight-conscious – buys products low in fat and sugar
Concerned with healthy eating – buys organic produce
Not worried too much about prices – buys premium, luxury range products

13. Order 2
Someone who doesn’t have time to cook or who can’t cook – buys lots of ready meals
Perhaps someone who lives alone

14. Order 3 Owns a cat – buys cat litter and food pouches
Has a baby – buys nappies and baby food

15. Order 4
Has a child (or children) of school age – buys items for lunch boxes and children’s toiletries

16. So what about this data? Where might retailers store this data?
How might this be used?

17. And finally… Look at “Privacy Policies.doc”
Look at one retailer and answer the questions in the table