1. ELC 200 Day 13
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2. Agenda Questions? Will be done by COB Wednesday Assignment 5 posted
Assignment 4 is being corrected
Will be done by COB Wednesday
Assignment 5 posted
Due Oct 11:05 AM
Finish Discussion on Web Site Evaluation and Usability Testing
Begin discussion on Internet Marketing
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3. Web Site Evaluation and Usability Testing
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4. Components of Personalization
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5. Steps to Operationalize Personalization
Customer interaction
Data collection and integration
Business intelligence
Customer interaction personalization
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6. Inference-based Personalization
A technique that tracks a Web user’s behavior, identifies other people with similar behavior, and uses those people to recommend products
Amazon.com
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7. Getting Personal Personalization vs. Customization
Personalization is a strategy, a marketing tool, and an art; visitor-oriented rather than product- oriented
Personalization tries to treat all customers as unique
Customization focuses on direct user control
Personalization is driven by artificial software that tries to serve up individualized pages to the user based on a model of that user’s needs (past habits, preferences, and so on).
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8. Approaches to Web Personalization
Cookies are bits of code or a text file that sits in a user’s Internet browser memory and identifies that person to a Web site when they return
Collaborative filtering software keeps track of users’ movements across the Web to interpret their interests
Check-box personalization, users choose specific interests on a checklist so the site can display the requested information
Rule-based personalization divides users into segments based on business rules that generate certain types of information from a user’s profile
Neural networks use statistical probability algorithms to deliver personalization based on movements such as a visitor’s actions
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9. Do You Want a Cookie?
A cookie is an HTTP header with a text-only string placed in the browser’s memory
The string contains the domain, path, how long it is valid, and the value of a variable that the Web site sets
The original purpose of cookies was to save user’s time
Limitations or cause for concern
Cookies utilize space on a client’s hard drive for a Web site’s purposes without permission
They threaten our privacy as Internet users(?)
Cookies can be deleted or rejected at will
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10. Popular Myths About Cookies
Cookies clog the hard disk
Cookies can put a virus on my computer
Cookies give companies access to my personal file
Disabling cookies in my browser will prevent any Web sites from gathering information about me
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11. Web Site Usability
Usability refers to a set of independent quality attributes
Performance
Satisfaction
Ease of navigation
Learnability
It means an application that allows the user to perform the expected tasks more efficiently
The integral attributes of a system that affect user performance and productivity
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12. Effective Web Site Design
The goal of effective Web site design is to give users a good experience
Switching costs on the Internet are low
Churning is the basic measure of visitor dissatisfaction with a site
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13. Components of Personalization
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14. Components of Personalization –(Cont’d)
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15. Reliability The core of reliability is availability
System availability
Network availability
Application availability
Ensure Web site reliability and usability
Provide system backup
Install a disk-mirroring feature
Ensure that the system hardware is fault-tolerant
Be sure applications are self-contained
Be sure there is adequate hard disk space
Buy everything from a single vendor
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16. User Testing Determine testing sample
Decide what to look for during the test
Look for trends in the way the site is succeeding or failing to reach others
Any bugs should be relayed and assigned to developer who can fix them
Use Web testing tools
Load and performance test tools
Java test tools
Web site management tools and log analysis tools
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17. Site Performance Issues
Images and color
Readability testing
Images: GIFs versus JPEGs
Caches
How many links?
The role of the Web server
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18. Managing Content and Site Traffic
Content management
Web traffic management
The Web site administrator
Database server
Application server(s)
Web server(s)
Special-purpose servers for encryption and security checks
Internet bandwidth
Internet performance status
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19. Chapter Summary Web site evaluation Appropriate site design
Criteria for evaluating Web sites
Approaches to Web personalization
Cookies
A Web site should be as inviting and easy to navigate as possible
User testing
Web content management
Traffic management
Web site management
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20. Internet Marketing
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21. The focus of this chapter is on several learning objectives
The many offerings of online shopping
Various ways to do Internet marketing
The steps to take in launching a marketing campaign
How to attract and track customers on the Internet
The importance of customer service
The basics of CRM and how it contributes to adding value to e-commerce
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22. The Pros of Online Shopping
Choice
Vast selection
Quick comparison
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23. The Cons of Online Shopping
Certain buying decisions require information that can best be found in traditional brick-and-mortar stores.
Buying personal items like perfume, footwear
Products that require in-store help
How does this thing work??
Product delivery problems
Lumber, masonry, large furniture
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24. Justifying an Internet Business
Establish presence
Serve customers
Heighten public awareness
Share time-sensitive information
Sell goods
Answer important questions
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25. Justifying an Internet Business (Cont’d)
Market at the international level
Serve the local market
Market specialized products
Reach the youth market
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26. Internet Marketing Techniques
Banner ads is advertising with links to a merchant’s Web site
Pull marketing is passive Internet marketing, where the user takes the initiative requesting specific information from the Web site
In Push technology the Web site “pushes” the information at the customer, irrespective of his or her interest
Registering with search engines and directories
Search Engine Optimization
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27. Range of Internet Marketing Techniques and Applications
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28. Aggressive Internet Marketing
Aggressive marketing is a marketing technique where the Web site seeks out potential customers; push technology
Spamming is sending out millions of s to recipients who never asked for them
Invasion of privacy
Costing corporations millions each year to fight unwanted messages
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29. Pop-up Advertising
An advertisement that “pops up” in a new browser window regardless of the user’s wish to open such a new window
Among the most common forms of online marketing
Push marketing
“Kick-through” advertising
Don’t even have to click
“Mouse trapping”
Getting “stuck” in a web page or series of web pages
Among the most controversial forms of online marketing
A major source of revenue for ISP
Ethical implications to pop-up ads?
Pop under
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30. Permission Marketing
Marketers ask permission before they send advertisements to prospective customers, requiring that people first “opt in” rather than “opt out” after the ads have been sent
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31. The E-cycle of Internet Marketing
The Business Plan is a written document that identifies a merchant’s business goals and how to achieve them. The content of a business plan includes:
Mission
Product
Competition
Target audience
Marketing
Sales plan
Operation
Technology
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32. The E-cycle of Internet Marketing (Cont’d)
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33. The E-cycle of Internet Marketing (Cont’d)
The Product
Viability
Quality
Reliability
Dependability
Integrity
Pricing
Place
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34. The E-cycle of Internet Marketing (Cont’d)
Promotion of a product gets the attention of prospective customers
Banners are the most popular type of Internet ads
Create interest in the product(s) displayed
Attention
Interest
Desire
Action
Build a desire for action
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35. New Format Brand Ads Skyscrapers Bulky boxes
Buttons and “Big Impressions”
Pop-up Ads
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36. Personalization - the fifth “P”
A technique that combines product and promotion for customers to receive information customized to their needs
Technically detailed descriptions are presented to the level of the user’s knowledge
Product presentations are customized to suit the user’s interests
The user’s expectations are met regarding the amount of relevant information
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37. Important Personalization Rules
Prevent resistance to personalization
Users don’t like Forms
Take your time
Consider any source of information
State preferences of users through forms or similar procedures
Focus on privacy in every way possible
Make an effort to learn from every move
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38. Important Personalization Rules (Cont’d)
Jump-start a personalization relationship by posing the user a set of questions.
Answers to question benefit user
Sell the goodness of personalization.
Make life easier for users to tell you what they want and what they hate.
Make sure there is no delay in a personalization environment.
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39. Marketing Implications
Power shift has occurred from the merchant to the consumer
Consumer can access any information on virtually any topic
Common-sense rules:
Content: Don’t bore your customers with unnecessary content.
Dynamic and attractive sites
Brands: Web site should be most important brand
Get to the point: Conciseness, clarity, and ease of navigation
Promotion
Online events
Free giveaways
Consistency
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40. How to Market Presence http://www.dmoz.org/
Promoting your site on your site
Promoting your site on the web
Search engine is a program that uses a logic search to find sites based on a combination of keywords
Directory is an organized listing with specific categories such as yellow and white pages in a telephone directory
Spider is a program that explores the Web, collects keyword information, and stores it on a huge database
Promoting your site on the Internet
Use to contact registered customers
Advertise through news groups and mailing lists
Use mobile marketing and wireless “yellow” pages
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41. Guidelines for Attracting Customers to your Site
Keep the site content current so visitors continue to return for news
Offer free information or products
Implement a cross-selling strategy
Ensure easy and quick navigation
Introduce event marketing
Enlist affiliates
Try out viral marketing as a tool for getting noticed
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42. Trends in Internet Use Useful to help predict buying behavior
The online population is younger, more educated, and wealthier than the overall U.S. population.
Most online consumers are white.
More than 40 percent reported spending more than 20 hours per week browsing on the Web from home.
Most regular use for the Internet is for work and at work.
The Internet is used regularly at home to read news and for entertainment.
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43. Personalization First step in personalization is identification
Ways to add personalization to a Web site
keywords
collaborative filtering
rule-based personalization
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44. Tracking Customers Gathering Web Data to Track Customers
Log files are files on the Web server that keep track of domain types, time of access, keywords used, and search engines used
ex080306log.txt
Forms
Cookies
Clickstream data analysis of Web site visitors’ clicks, which leave footprints representing their behavior
Pinpoint a host of customer behaviors
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45. Common Clickstream Data
Where a visitor first landed on the site
How a visitor got to the site
Number and sequence of pages viewed
Number and cost of each product purchased
Length of time the visitor stayed on each page and on the entire site
Total cost of each visit
Point on the site where the visitor clicked away
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46. The Business Case for E-Intelligence
Integrates e-business operations into the traditional business environment
Helps business users make informed decisions based on accurate and consistent e-business information
Assists e-business applications in profiling and segmenting e-business customers to personalize the actual Web pages displayed
Extends the business intelligence environment outside of the corporate firewall to trading partners
Extends the business intelligence environment outside of the corporate firewall to key corporate clients
Links together e-business applications with business intelligence and collaborate processing applications
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47. Customer Service
Automation removes the human contact between buyer and merchant
“Don’t annoy the customer”
Botched logistics can spell disaster
Order taking is the easy part
Fulfillment is where the merchant promotes or destroys customer satisfaction
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48. Main Goals of CRM Better customer service and customer revenues
More efficient call center
Faster closing of deals by sales staff
More effective cross selling of products
Simplified market and sales processes
Discovering new customers and personalizing relationships to improve profitability and customer satisfaction
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49. Overall Goal of CRM Identify what truly matters for the customer
First, notice what customers are doing
Second, remember what customers have done over time
Third, learn from what is remembered
Fourth, act on what has been learned
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50. Interrelated Elements of Customer Satisfaction
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51. Developing and Understanding Relationship with Customers
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52. CRM-integrating Critical Processing
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53. Managing Implications
An important implication for management is return on investment
The future of the Internet and e-commerce lies in customer tracking and personalization
Internet marketing allows firms to communicate with customers around the clock
Companies should reconsider their approach to customer support
E-commerce without e-service can be suicidal for a business
Successful Internet marketing means high-level executive involvement
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54. Chapter Summary
Marketing is the process of planning and implementing the conception, pricing, advertising, and distribution of goods and services to meet the demands of the market
Three factors make online shopping attractive:
quick sorting through choices
vast selection of products
quick comparison of products
Online shopping has some drawbacks
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55. Chapter Summary (Cont’d)
Internet provides a continuum of marketing techniques
Internet marketing is made up of an e-cycle that begins with planning followed by the four P’s
One marketing implication behind the power shift from merchant to consumer is a unique marketing strategy that follows rules that make sense
To promote a site on the Web, it must be available to search engines and directories
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56. Chapter Summary (Cont’d)
Attracting customers to a site involves:
keeping site content current
offering free information or products
implementing cross-selling strategies to assist visitors in making a final decision
quick and easy navigation
Introducing event marketing
Enlisting affiliates
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57. Chapter Summary (Cont’d)
The first step in personalization is customer identification
Successful Internet marketing means:
High-level executive involvement
Thinking about a new way of selling and delivering merchandise
Finding what it takes to implement the company’s e-business vision
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