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Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
Content
Chapter 5 |
Market Analysis |
Chapter 5 Market analysis5.1 Trends5.1.1 Mega trends 5.1.2 Emerging Web Trends 5.1.3 1999 Web Trends 5.1.4 Where in the world is the Net taking us? 5.1.5 Future.sri.com 5.1.6 Predictions for the Web in 1999 5.1.7 Other trend forecasts 5.1.8 E-Commerce 5.1.9 Trends Technology 5.1.10 Drivers for Change – Consumers 5.1.11 Demographics 5.2 Internet statistics5.2.1 Internetstatistic.com 5.2.2 E-Marketer STATISTIKK 5.2.3 NUA 5.2.5 Activmedia 5.2.6 Dataquest 5.2.7 Surveyn.Net – Internet User Survey #2 5.2.8 Other Statistik 5.2.9 Web shopping Statistics 5.3 One to One marketing / Relationship marketing5.3.1 Relationship Marketing 5.3.2 1:1 marketing 5.3.3 Permission marketing 5.3.4 Power tools for 1:1 5.3.6 Critical Questions 5.3.8 The state of one to one online, part II 5.4 Customer care/ customer service5.4.1 Customer Care Pricewaterhous & Coopers 5.4.2 Customer Relationship Management CRM 5.4.3 Customer service 5.4.4 Collect customer information 5.4.5 Customer service 5.4.6 Internet Customer Service 5.5 Personalization5.5.1 Personalization: Marketing to one: 5.5.2 There are 4 ways to ad personalization to the web site 5.5.3 Different articles about personalization 5.6 Privacy5.6.1 Information sources on Internet concerning privacy 5.6.2 Articles about privacy 5.7 Security5.7.1 Different articles concerning security 5.7.2 NUA Security Issues 5.8 The Market place 1to1 after Peppers & Rogers5.8.1 Communications and Media 5.8.2 Customer Knowledgebase 5.8.3 Mass Customization 5.8.4 Distribution and Channel 5.8.5 Organizational Structure 5.9 The future of One to One Web Technology5.9.1 The Future of One-to-One Web Interactivity 5.9.2 The Future of One-to-One E-Mail 5.9.3 The Future of One-to-One Web Site Personalization 5.9.4 The Future of One-to-One Push 5.2.5 The Future of One-to-One Community 5.9.6 The Future of One-to-One Web Presentation and Conferencing 5.9.7 The Future of One-to-One Advertising and Promotion 5.9.8 The Future of One-to-One Web Site Tracking and Analysis 5.9.9 The future of tracking in a word: databases. 5.10 Products and customers5.10.1 Who is buying what over the Internet? 5.10.2 Customer-business interaction 5.10.3 Business relationships and communications 5.11 Changes in the market place5.11.1 Drivers of Change 5.11.2 Consumer Behaviour 5.11.3 Industry Response 5.12 Changes in the market response5.12.1 Product & Service Offering 5.12.2 Relationship Marketing 5.12.3 One to One Marketing 5.12.4 Mass Customisation 5.12.5 Future Delivery Mediums 5.13 Changes in delivery mediums5.13.1 Post 5.13.2 Fax 5.13.3 CDs and Disks 5.13.4 Kiosks 5.13.5 Pagers and PDAs 5.13.6 Telephones and Smartphones 5.13.7 Interactive TV 5.13.8 Web TV 5.13.9 Internet E-mail 5.13.10 Internet World Wide Web 5.13.11 Proprietory ISPs 5.13.12 Summary |
5.9 |
The Future of One to One Web Interactivity |
Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000
5.9.1 The Future of One-to-One Web Interactivity
One-to-One Web Marketing E-News May 1999
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
As bandwidth and creativity continue to grow on the Internet, Web site interactivity will become just that: more interactive. Advances in animation, 3-D/virtual reality, audio, video, and databases will allow marketers to present a different interactive Web experience for each individual user. Interactivity will become more purposeful, rather than being flashy. It will go beyond the purpose of attracting users, to engaging users. It will help customers bond with the site and the company. With the goal of getting users to visit your site more often and stay longer, interactivity can be the key.
One such interactivity-enabling software is a product called iContact. iContact is a proprietary software
application that enable companies to communicate live with the people who visit their web sites one-on-one in real-time.
Visit :
SEE OTHER ADRESS MACROMEDIA!!
Visit the gallery and see the cool ways you can enhance your site with Shockwave http://www.macromedia.com/shockzone
INTERACTIVE APPLICATIONS TO HELP BUILD RELATIONSHIP
One-to-One Web Marketing E-News April 1999
http://www.1to1web.com/cgi-bin/gt/news-9904.html?user=ffffffffffff
Take a cue from Kraft’s Interactive Kitchen (http://www.kraftfoods.com ) to create interactive and personalized applications that help you build relationships with your customers. Going beyond personalized content, Kraft has created useful applications that are really helpful to its customers…thus, making the web site indispensable which can translate into repeat traffic and brand or company loyalty. Here are a few of the personalized interactive features:
Simple Meal Planner – List your and your family’s food likes and dislikes and Kraft will
recommend recipes with or without those ingredients respectively. So, if you don’t like green
beans, not to worry! Recipe Box – Store up to 100 recipes—Kraft’s or your own recipes. Kraft will also build a personalized shopping list containing the ingredients from the recipes to make it easy to shop.
Make It Now – Say you have pasta, carrots and chicken in your kitchen. Kraft will recommend
recipes for items you have on hand. Boy, who hasn’t had this dinner dilemma before.
And Kraft has been smart to also recommend related recipes when you choose a recipe—sounds like
cross-selling to us.
Here are few additional web sites that might encourage some creative brainstorming for these types of
applications:
http://www.drugstore.com – Handy personalized shopping list stored on the site for your convenience.
http://www.garden.com – We featured these folks in our November newsletter. Their site is full of useful
interactive applications.
http://www.furniture.com – Check out the My Selections feature.
5.9.2 The Future of One-to-One E-Mail
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
E-mail has arrived as a marketing communications tool. And spam is still abhorrent. However, HTML and database-driven e-mail marketing is still a new technique. HTML e-mail has not quite reached majority status. According to a recent Forrester Research study, «Opt-in E-mail Gets Personal,» 34% of companies that responded to the survey are sending HTML e-mail. Within two years, 64% of these companies stated that they will be sending HTML e-mail. We still predict the reduction in the use of spam.
E-mail news updates and newsletters are going to become standard fare on most web sites. We will see
e-mail news alerts and newsletters (like ours), and we will see e-mail used as a direct marketing tool. Take a look at MyPoints.com. This is an incentive program where members sign up to receive e-mails to participate in surveys and respond to advertising. In return, the member receives points that they can redeem for products. We will see companies create these personalized frequent visitor/buyer programs for themselves in order to build loyalty. E-mail is a tool that fixes one disadvantage of the web where web sites are out their waiting for customers to visit. Personalized e-mail marketing can prompt regular and repeated visits. There will be an even swifter acceptance by customers to receive targeted, opt-in e-mail—with especially attractive responserates for we online marketers. According to the same Forrester Research report, currently only 20% of respondents send out personalized e-mail beyond the recipient’s name.
PC Week Online April 21, 1997 By Jesse Berst
Casting your fate with E-mail
http://www8.zdnet.com/pcweek/opinion/0421/21berst.html
By now, you’ve heard lots about «Webcasting,» the idea of delivering Web pages directly to desktops. But
you can have many of the benefits of this push technology without the risks and confusion of today’s unsettled market. In the short term, you may want to use «mailcasting» instead.
NetGuide http://www.techweb.com/se/directlink.cgi?NTG19970801S0029
Digital Impact http://www.digital-impact.com/
Digital Impact personalizes email marketing to help companies increase the lifetime value of their online customers. By tailoring email content and format based on each customer’s preferences and profiles, Digital Impact generates measurable results for its clients: double-digit response rates and triple-digit
ROI.
Arial Software http://www.arialsoftware.com/
Campaign 3.5 is ready now: a 700% increase in mail sending speed, a bullet-proof mail sending
engine, and native Windows NT compatibility top the list of important improvements. Read the story
for more details…
Electronic Direct Marketing http://www.edmarketing.com/resources.html
One-to-One Web Marketing E-News April 1999
http://www.1to1web.com/cgi-bin/gt/news-9904.html?user=ffffffffffff
«Personal and Relevant: Targeting with E-Mail,» by Deborah Kania, ClickZ, 2/23/99
«Putting Personalization to the Test,» by Deborah Kania, ClickZ, 3/2/99
«CLUED IN: How to serve e-mail without the spam,» by Dana Blankenhorn, NetMarketing, 2/7/99
5.9.3 The Future of One-to-One Web Site Personalization
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
In addition to sophisticated Web site personalization, the future of one-to-one Web site personalization will be the integration of offline processes to the Web. There will be more availability of other data to the Web site in real time. There will be an enhanced ability for customers to access their own data and account information in order to modify preferences and track their transaction history. Web sites will also become part of the entire marketing, sales, and service process. Just imagine allowing users to browse through an online product catalog and dial up a service representative in a call center using voice and video over the Web. Web site interaction can also be taken to offline activities, such as identifying an online customer when he or she comes into your retail store or to a local seminar. Imagine being able to instruct your favorite company to create customer electronic and print catalogs that are tailored to your preferences and purchases. A company could use the Web and other data to create one-to-one electronic and physical mailers that contain only information pertinent to each user’s need.
In the April 1999 issue of Business 2.0, personalization made the list, «What Works Now: 100 Ideas You Can Take to the Bank.» You could say that personalization has arrived. Although it may not make the standard web site fare such as a search engine it will certainly become prevalent. What’s more, one-to-one marketing also made the list. For curiosity’s sake these other smart web techniques also made the list: customer service chat software, more white space (couldn’t resist), make offers smarter with each use, viral marketing, upsales (more personalization!), convenience, fresh content, community, and know your audience. As for personalization, we are getting there.
HP Shopping Village is one example of useful personalized information for HP printer customers on the web site to provide a convenient and speedy way for customers to find and buy products and supplies.
There are lots of web sites that conveniently personalize content, but integration with other data is still in its infancy. We read somewhere that less than 20% of large companies integrate back-end databases with their web site. However, we think we will see this type of integration sooner rather than later. The crossover of online personalization to offline media (e.g., direct mail and catalogs) or other marketing, sales and customer service processes and applications will still be out in the future. Keep an eye on EMA (enterprise marketing automation) and CRM (customer relationship management) applications to see how one-to-one reaches into the company and across functions.
TechWeb.com http://www.techweb.com/se/directlink.cgi?NTG19970801S0033
Why Personalization is the Internet’s Next Big Thing
Jesse Berst, Editorial Director ZDNet AnchorDesk TUESDAY, APRIL 14, 1998
For Web sites, personalization builds loyalty and repeat visits.
Netperception http://www.netperceptions.com/home/
Recent Press Releases: Oct 06 1999 Net Perceptions Delivers First Realtime Personalization Product for Intranets and Knowledge
http://www.netperceptions.com/product/0,1030,product-electronicCommerce,00.html
http://www.micromass.com/cu_tix.htm
http://www.personify.net/cgi-bin/index.pl
http://www.allen.com/amg/news-links.html
Guesttrack
http://www.guesttrack.com/exec/gt/index.html?
One-to-One Marketing with Web and E-Mail Personalization
In today’s competitive environment you need a Web site that responds to your customers and provides the tailored information they need to buy your products. GuestTrack personalization products add the database interactivity that helps customers buy – and keeps them coming back.
Do I Need Personalization?
Some Web sites could benefit from using personalization, while for other Web sites personalization might not be beneficial.
To help you decide whether you should consider adding personalization to your site, take the test and you’ll know for sure.
Articles about GuestTrack and Personalization
http://www.guesttrack.com/exec/gt/news.html?user=ffffffffffff
April 25, 1999 – Anonymous Personalization – by Cliff Allen
http://www.personalization.com/
welcome to personalization.com …your source for news, information and analysis on all aspects of web personalization. we hope you’ll explore these pages — and contribute to them. be sure to sign up for our newsletter to receive email alerts when new articles and resource listings are added to the site.
«Personalization.com focuses on the most critical challenges facing e-businesses today – how to deliver value to the customer and to the business using profiles of customers. By seeking to provide a gathering point for all parties to address this challenge, personalization.com performs a real service for the e-commerce community.» -John Hagel, co-author of Net Worth and Net Gain
- Personalizing is Easy – People are Hard by Alan Crowther
- LogicSpan Personalization, Portability, and Ownership by Arnold Kling
- com The Riddle of the Personal a review of personalization.com by Tom Matrullo
- The Ten Rules of Personalization by Matt Calkins and Michael Beckley Protecting Privacy and Making a Bundle by Jim Sterne Personally, On Personalization by Robert Seidman
Bluemartin.com http://www.bluemartini.com/ Blue Martini
As a provider of consumer products, for example, you can use the Blue Martini system to understand and recognize your customers, allowing you to define new assortments for the entire Webstore, or a specific customer segment. You can enable your buyers, project managers, graphic artists, and content editors to
work together to create robust content for the Webstore.
5.9.4 The Future of One-to-One Push
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
Push is a significant force on the Internet. Applications very from news and information delivery to corporate intranets chock full of employee news and personnel information. The beauty of push will be the convenient ability to push information to users without them firing up a Web browser. Push will incorporate intelligence to push out only new content. Push will push out entertainment, ,information, advertising, software applications and updates and more.
Although, «push» has become somewhat of a dirty word in web marketing, companies like Marimba continue to provide great push solutions for intranet, extranet and internet. With their product Castanet, companies can quickly and securely push applications to their constituencies. The U.S Air Force and Lockheed Martin use Castanet as the application distribution and management component in the U.S. Transportation Command’s (USTRANSCOM) Global Transportation Network (GTN) system. The GTN is a highly secure, global, Internet-based system that provides time-critical logistical data to Air Force and Department of Defense (DOD) personnel, enabling them to command and control the transportation of cargo, military personnel, civilian passengers and medical patients worldwide. As we predicted, we’ve come along way baby (since the days of PointCast’s dancing screens). We predict that push technologies will help with specific information and application updating, especially on intranets and extranets.
ZdNet http://www.zdnet.com/enterprise/e-business/
http://www.techweb.com/se/directlink.cgi?NTG19970601S0049
NetGuide http://www.techweb.com/se/directlink.cgi?NTG19970601S0049
CNet http://www.cnet.com/Content/Features/Howto/Push/ss04.html?st.cn.nws.rl.cn
Special section dedicated to push technology
http://www.webreview.com/push/
5.2.5 The Future of One-to-One Community
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
«Virtual communities are likely to set in motion a broad range of changes in today’s business landscape. By shifting the emphasis from the producer’s perspective to the customer’s, communities will reshape market and industry structures. By evening out information asymmetries, they will help drive the expansion of markets. By making markets more efficient, they disseminate information more widely…By giving rise to a wave of electronic start-ups across a broad spectrum of industries, they will challenge the established position of some of today’s largest corporations.»
Hagel and Armstrong – NetGain (Harvard Business School Press) were right. Companies like SciQuest.com are a new breed of community players called «infomediaries». By creating an online marketplace, the infomediaries are expanding certain vertical market segments and making them more efficient.
Business Week http://www.businessweek.com/1997/18/b35251.htm
Geocities http://www.geocities.com
Resource for virtual community information http://www.sscnet.ucla.edu/soc/csoc/
Broadcasting system-features all sorts of subject-oriented rooms, with thousands of
participants http://wbs.net
BUILDING EFFECTIVE ONLINE COMMUNITIES
One-To-One Web Marketing Online – October 1999 . 20. October 1999
http://www.1to1Web.com/cgi-bin/gt/news-9909.html?user=ee15ceabf3de
According to John Hagel and Arthur Armstrong in their book about online communities, Net Gain:
«Virtual communities will play an essential role in this process by organizing and orchestrating the information and transaction capabilities that will allows customers to extract ever more value from the vendors they interact with.»
Online Communities have been getting a lot of press lately. Just search on community at NetMarketing (http://netb2b.com ) and you’ll find a number of great articles about community building in business-to-business (B2B) environments.
There are many different aspects of Web community. We’d like to focus in two areas:
1) Community between Company and Customer
2) Community between Customer and Customer
Companies can build relationships with each customer using community technologies to enable real-time chat, forums and online events.
Companies should also try to encourage customer to customer interaction. One-to-one interaction between customers can be highly personal where customers share real product/service user experiences with one another. Some of the reasons to create web communities
are to:
- Build Relationships
- Solve Problems
- Collaborate
AND…
Create Stickiness. A big overall benefit of community is to increase time spent on the site and encourage repeat visits.
Customer to Customer: Garden.com
Inside Garden.com simply click on Community from off the home page. They have:
- 24-hour chat
- Celebrity chat
- Garden Doctor
- Quiz of the week
- Gardeners’ Forum – where you can showcase photos of your own garden, ask other gardeners for advice, or trade gardening
- Kid’s Gardening Camp
Company to Customer: 1-800-flowers.com
1-800-flowers.com uses the eShare application for real-time customer sales and service interaction. The service is called eQ&A where customers can get pre-sales and post-sales help via real-time chat. They also provide e-mail and telephone customer services.
Customer to Customer: Microsoft Developers Network
They have a section called, «Members helping Members» which is a networking and support tool that helps developers get connected, solve problems, and gain recognition within the developer community.
They can get answers quickly by searching a database for people who can answer your technical questions. Or, they can register as a volunteer and help other developers when they need it. The financial benefit to the company is decreased technical support costs. The benefit to the customers is help from folks that have been through the same challenges that the company would never be able to replicate.
Company to Customer: SciQuest.com
Another good B2B site is SciQuest.com, the Internet Source for Scientific Products. Their community has highly targeted audience with highly targeted products and highly targeted content. They are changing the scientific industry by connecting buyers and sellers directly in a distributor-neutral environment. Some of the content in the SciQuest.com community is the Ask Joe service- a one-on-one personal searching help desk. They also have a vast resources section, as well as new product announcements.
According to Forrester Research, by the year 2003, US B2B commerce on the Internet will total $1.3 trillion. And we see one-to-one web community as being a big part of the success for commerce.
This quote says it all:
«The Opportunity is to wrap commerce around a hybrid editorial-retail experience that deepens in complexity as time goes on.» (Internet World, 8/15/99)
The main challenges in order to have a hybrid editorial-retail experience are:
Must have dedicated resources to write and keep fresh all of the content. Content can be created or acquired. Identify industry experts/personalities to be available to customers by e-mail or scheduled/real-time chat. Must have an understanding of your customers’ needs. When it comes to building community ask your customers what they want. Walk in their shoes. There is no one single way to build a community. Every company will have a different approach based on their customers unique set of needs.
No community for community’s sake. Community requires dedicated resources, people and applications. It isn’t cheap to build and run a community. Know when you build it, they (customers) will come. Communities grow because of customers’ commitment of their time. If there is little or know activity the community won’t be successful.
But, mark our words, even e-commerce for e-commerce’s sake won’t survive. In order for commerce to be truly effective, it must have
context, content and community surrounding it. We see the future as linking community to commerce in a way that creates value and
enhances the shopping experience for all.
5.9.6 The Future of One-to-One Web Presentation and Conferencing
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
The two main advancements that will need to take place in order for Web presentations and conferencing to be commonplace are improvements in Internet transmission bandwidth and improvements in video and audio technologies. These advancements will make Web conferencing closer to real-life meetings without delay and poor communications or resolution.
The use of collaborative technologies, such as group presentations, videoconferences, and other
high-bandwidth tools faces one main problem — the lack of high-bandwidth connections throughout the Internet.
Without the bandwidth both to and from any user it is almost impossible to rely on tools such as
videoconferencing and other collaborative tools. While we had expected to see greater use of
videoconferencing on the Internet by now, what has actually occurred is an increased use of «broadcasting» approaches, such those used at Broadcast.com and MP3.com. Since cable modems provide for significant bandwidth down to the homes, but have a much lower bandwidth in the other direction, it appears we’ll see continued use of the Internet to deliver audio and video content created by professionals that is distributed via the Internet to viewers and listeners. The growing trend of using the Internet to deliver audio and video material more efficiently — without adding extra interactive value — shows that history repeats itself over and over again.
TechWeb http://www.techweb.com/wire/iworld9712/TWB19971208S0001
http://www.techweb.com/wire/iworld9712/TWB19971208S0007
PC World http://www.pcworld.com/news/daily/data/0197/970117175848.html
Videoconferencing for the Rest of Us PC World
Product http://www.real.com
Videoconference.com Online Resource Center http://www.videoconference.com/
5.9.7 The Future of One-to-One Advertising and Promotion
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
Increased interactivity, convenient transactions, and audience audits will mark the future of online advertising and promotion. Bandwidth and technology enhancements will enable advertisers to create interactive brand games such as online scratch-n-win and multiplayer contests; target consumers by their street address; and incorporate response and transaction within the online ad itself. Future ads will look like television ads, sound like radio ads, and behave like direct mail, but with a one-to-one orientation. Ads will not be thought of as annoying by the online audience because they will be targeted to their needs and preferences-ads will be convenient and informative.
Online advertising is not thought as of annoying by online users, rather it is being ignored by online users. However, advertising technology is continuing to enable more refined targeting, beyond keywords and phrases.
Search engine directories like Lycos are starting to become more sophisticated in their ability to target beyond keywords—destination content and e-commerce areas are helping these web sites provide targeted and qualified audiences for advertisers. All web sites selling advertising have a huge challenge to make their profit goals when CPMs ($35 on average) and clickthroughs (less than 1/2 percent!) are on the decline. Advertising technologies are enabling web sites to provide profile-based targeting and tracking through the web site and even to the sale. Also, many advertising networks such as 24/7 Media, Adsmart and DoubleClick are employing these technologies to refine their targeting capabilities across a network of many web sites. We think that actual one-to-one online advertising is possible it will take a bit longer to get there.
With recent advances in rich media technology multimedia online ads will increase in use. We are most
definitely seeing more web banners that are interactive and enable transactions. Also, not surprisingly,
audience measurement and audits are becoming a reality with the horserace between various measurements companies such as Nielsen Media and Media Metrix.
The Peculiar Business of One-to-One Marketing
The Industry Standard, 8/21/98
http://www.thestandard.net/articles/issue_display/0,1261,1491,00.html
How to Make Web Ads More EffectiveNetMarketing
http://www.netb2b.com/cgi-bin/cgi_article/monthly/96/12/01/article.1
5.9.8 The Future of One-to-One Web Site Tracking and Analysis
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
Web site tracking and traffic analysis will become more useful in the future. There is a lot of Web server data being generated by logging tools, but what does it mean? The future of tracking and traffic analysis will integrate user data and log data. Since the majority of sites in the future will be database driven, log analysis and reporting tools will have to support databases in addition to Web server activity. This will help move from inferring to knowing. To refit a golden rule for when we cross the street to apply it to Web marketing: Listen, look, and learn.
We will listen to our customers with user-profile building and interactive communications. Then we will look and observe what our customers are doing on our Web site. The combination of listen and look is the best way to learn more about your customers. What users tell us about themselves alone is insufficient. What we observe in our site traffic logs and reports alone is insufficient. The combination is the most powerful way to turn data into information, and to turn information into knowledge.
When all Web sites used static (non-changing) pages it was relatively easy to determine how many people saw which content on a Web site. Today, with so many sites using databases to customize Web pages and personalization software to tailor content to the individual, the need to analyze traffic is greater, but so is the challenge. In addition, many sites that use static Web pages also have data files, such as customer records, that can provide extra insight into traffic patterns on the Web site. The solution to understanding Web traffic is to use one of the newer Web traffic analysis programs that can use Web server log files that contain database information. Some traffic programs can also now attach to other databases that allow more complex tabulations. The changes taking place in both customized and personalized Web sites is requiring a different approach to tracking traffic. With content on Web pages being tailored to each individual, it has become hard to know exactly who saw a particular piece of content. Even though the Web server log shows how many times the page was accessed, it doesn’t show which pieces of content were included in those pages. The ability to track individual content components is now being offered in some personalization products.
SearchZ.com Debora Kania http://www.searchz.com/Articles/0105994.shtml
With the introduction of web log analysis tools, data collection and web databases,
we’ve been given more power and far more flexibility. There are several ways to collect
data online, from the simple (anonymous) to the complex (individual user identities):
Web logs – Every time someone accesses your web site and clicks on a graphic or link, his or her interaction with your site is logged on your web server. Web logs are useful in telling you what
web pages are popular, the duration of users’ visits, the referring web site (the web page the user was perusing before they came to your site), and so on. Web log analysis will give you insight about
your web site usability, but it will not provide you with data that will help you with one-to-one web marketing.
Interaction/click-stream tracking – Web marketers can rely on their web logs to make inferences about user «behavior.» By monitoring user interaction over time, marketers can learn more about users by
what they do on web sites. If each user has a unique ID, then marketers can track each and every user’s «click.» So as the user surfs the web site, this creates a unique «click-stream.»
SearchZ.com http://www.searchz.com/Articles/0105994.shtml
Cookies – Cookies are associated with the web browser. They are bits of data stored in a text file on a user’s computer. Cookies help marketers identify users and display customized/personalized web pages and advertising. Cookies primarily will identify the computer (not the user) accessing the web site. So by themselves they are not very precise. But when cookies are used in conjunction with online registration forms, they can be used to store a unique user ID and password that can identify the user each time he or she visits.
ZD Internet Computing Analyzing Your Web Site
http://www.zdnet.com/icom/content/anchors/199703/24/1.html
Big Web Sites to Track Steps of Their Users The New York Times On The Web, 8/16/98
http://www.nytimes.com/library/tech/98/08/biztech/articles/16data.html
Harness Your Hits ZD Internet Computing
http://www.zdnet.com/icom/e-business/1998/08/ic.980308lab1/
How to Make The Most of Site Traffic Reports NetMarketing
http://www.netb2b.com/cgi-bin/cgi_article/monthly/96/09/01/article.4
NetMarketing How to Profit From Registration.
http://netb2b.com/cgi-bin/cgi_article/monthly/97/04/01/article.2
Product/Service
Nielsen I/PRO http://www.ipro.com
I/PRO delivers measurement and analysis services that allow interactive site owners
and advertisers to understand and improve their interactive ventures.
WebTrends http://www.webtrends.com
WebTrends Corporation develops premier Internet and intranet traffic analysis and management solutions.
net.Genesis http://www.netgen.com/
RECOGNIZING FROM WHERE WEB VISITORS COME FROM
One-to-One Web Marketing E-News June 1999
http://www.1to1web.com/cgi-bin/gt/news-9906.html?user=ffffffffffff
There are many times when knowing where a Web visitor came from allows you to display a page that is more tailored to that person than just a generic static Web page. Sometimes you want to know that a person is responding to a print piece and is typing the URL in by hand, while other times people are clicking on a link at a business partner’s site, directory, or search engine.
There are a number of ways to accomplish this that range from very easy to personalization methods that
require special software. Here are a few techniques to consider using on your site:
- Use a unique page for each source
http://www.guesttrack.com/exec/gt/mynews-edit.html
- Use a unique host name
- Use the referrer field
- Use data in the URL
http://www.BackyardNature.com/exec/gt/af_index.html?bn_ref=4
The Internet Intelligence Company Web Measurement Products and Services http://www.ipro.com/
Create a better online experience
http://www.1to1.com/articles/i1-081999/index.html?VT=gJi_mUea3C0ijIi_aQ2DibtUcidqcuKD7B_jlJC13T
Don Peppers August 19, 1999
By analyzing Web-based activity, companies can tailor their page designs to optimize customer visits. But
weeding through all that information-rich data can be tedious. Andromedia’s http://www.andromedia.com ARIA Smart eMarketing platform, which gives marketers a complete e-commerce tracking and analysis solution, is one option.
The platform has three components — ARIA, Enterprise, and eCommerce. Each enables marketers to create a better online experience for visitors and helps to increase e-commerce sales and customer loyalty by capturing data, personalizing each customer interaction and reporting back results in real time.
The basic ARIA software is for small sites, while the Enterprise component is designed for sites with traffic in excess of 1 million hits per day. Both programs include PersonalARIA, which allows real-time reporting and drill-down capabilities to capture trends at specific intervals. For example, a marketer can generate
custom data reports from her browser in real time.
5.9.9 The future of tracking in a word: databases.
http://www.1to1web.com/cgi-bin/gt/news-9905.html?user=ffffffffffff
The Future of One-to-One Integration
Databases will become the norm rather than the exception on the Web. Clearly, if the primary reason for your existence is electronic commerce, then databases are of critical importance. Web-to-database integration will help you personalize content, but the true power of integration lies in enabling more sophisticated processes such as commerce, account management, and customer support, including access to a plethora of product and service information and online self-help applications. FedEx (http://www.fedex.com ) and Amazon.com (http:www.amazon.com ) are just two of the pioneers that take Web-database integration to the outer limits. To see one example of a company leveraging databases on the Web to serve a few different customer types (e.g., direct customers, partners, and
esellers), visit Cisco Systems’ site at http://www.cisco.com.
One of the most significant advances on the Web, and one that will continue to dominate future Web development, is the use of databases to deliver Web «pages.» It has become clear that people coming to Web sites want to participate in the selection of the material they receive to make it more meaningful than found at static, non-changing Web sites.
Databases are now used to customize links to content at «portal» sites, allowing people to select how pages are displayed, as well as at personalized Web sites where the actual text on pages changes based on individual profile data. In both customized and personalized sites databases are used to select and serve the material seen by the user. A recent article on «Anonymous Personalization» points out how Web databases can be used to provide additional value on a Web site without requesting any personal information.
In addition, database technology in the form of «datamining» is being used to condense the massive amount of data being collected on Web visitors into summary databases that managers can use to make better decisions. The trend toward using databases at every step along the path of Web site creation, management, and analysis will continue into the foreseeable future.
Cyber Dialogue http://www.cyberdialogue.com/index_4.html
Cyber Dialogue is a leader in providing full scale Internet Database Marketing Solutions, the key to executing e-commerce.
Cyber Dialogue delivers a powerful Internet database marketing environment, data mining and analysis services and consumer information to many top Internet Brands and Fortune 1000 companies. These tools enable our clients to develop robust Internet strategies and manage customer relationships for improved return on investment.
Coding for RFM
http://www.marketingtools.com/publications/mt/96_MT/9601_mt/mt398.htm
Datamation unearths dollars from data
http://www.datamation.com/PlugIn/issues/1997/july/07mine.html
From Data Mining to Database Marketing http://www.santafe.edu/~kurt/text/wp9502/wp9502.shtml
Inc. Magazine Precision Marketing http://www.inc.com/incmagazine/archives/16960541.html
The Best Way to Build Web Pages Anchor Desk http://www.zdnet.com/anchordesk/story/story_964.html
Universal data coming to Web News.com
http://www.news.com/News/Item/0,4,5710,00.html
`Upselling’ strategies NetMarketing
http://www.netb2b.com/cgi-bin/cgi_article/monthly/96/12/01/article.6
Product/Service
Oracle Corp. http://www.oracle.com
Data Warehousing Institute http://www.dw-institute.com
Data Mining:Trends, Technology, and Implementation Imperatives
http://www2.metagroup.com/cgi-bin/reFrame.pl?http://www.metagroup.com/products/inforum/DMR.htm
7/10-99
Data Mining: Trends, Technology, and Implementation Imperatives concisely describes the process for establishing a data analysis framework, providing a step-by-step guide through problem definition, data identification and preparation, analysis method and tool selection, model development, and results delivery.
Data Mining: Trends, Technology, and Implementation Imperatives will help you:
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To reflect the broad spectrum of data mining initiatives, Data Mining: Trends, Technology, and Implementation Imperatives examines case histories in a variety of industries, including financial services, retail, and telecommunications. The report also looks at how data mining is currently used, and will be used, in manufacturing, insurance, the utility/energy sector, government, distribution, transportation, and
healthcare.
Data Mining: Trends, Technology, and Implementation Imperatives also provides:
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