ECT 455/HCI 513 E-Commerce Web Site Engineering - PowerPoint PPT Presentation

About This Presentation
Title:

ECT 455/HCI 513 E-Commerce Web Site Engineering

Description:

The value of tangible and intangible items. Customer perceptions, loyalty ... Excite.com (My excite start page. Intelligent Agents. ECT 455/HCI 513 Susy Chan Ph.D. ... – PowerPoint PPT presentation

Number of Views:119
Avg rating:3.0/5.0
Slides: 28
Provided by: Susy1
Category:

less

Transcript and Presenter's Notes

Title: ECT 455/HCI 513 E-Commerce Web Site Engineering


1
ECT 455/HCI 513 E-Commerce Web Site Engineering
  • Online Marketing
  • Site Promotion and Evaluation

2
Agenda
  • Market News
  • Review B2B
  • Branding, Marketing and Advertising
  • Web Site Promotion
  • Web Site Evaluation
  • Web Site Cost Analysis
  • Deliverable E

3
Branding
  • What is Brand?
  • Name, logo, symbol, user experience?
  • Brand Equity
  • The value of tangible and intangible items
  • Customer perceptions, loyalty
  • Transferable to the Web
  • Internets role
  • Further enhancement
  • Multi-channel
  • Monitoring (ewatch)

4
Marketing Strategies
  • Targeted Advertising vs. Broadcasting
  • Focused ads via keyword search (Lycos)
  • narrow-casting, one-way
  • Push vs. Pull Model
  • Push banner ads, email solicitation Webcasting
    Intranets
  • Pull two-way, need-based advertising search
    engines interactive personalized ads

5
Keys to Online Marketing Success
Demographic and behavioral targeting Ensures the
investment is pointed in the right
direction Real-time, standardized
reporting Enables one to optimize
on-the-fly In-depth post-click reporting Leads
to refined programs and stronger ROI One-to-one
remarketing Creates a relationship with the
consumer
Source DoubleClick
6
Dell Closes the Loop
Objective To sell product and focus online
marketing dollars on activities that generate
sales.
  • Results
  • adjusted strategic goals
  • redirected marketing dollars
  • moved more product relative to marketing
    expenditures

Source DoubleClick
7
Types of Internet Advertising
  • Banner Ads
  • Selling Advertising to Consumers
  • Web Storefronts
  • Non-conventional Means
  • Product review or endorsement on newsgroups
  • Soliciting listings from search services
  • Soliciting and exchanging web link
  • Providing product-oriented mailing lists and
    e-mail updates

8
E-Mail Direct Marketing
  • Inexpensive and effective way to target potential
    customers fast turnaround
  • Personalization personalized email to target
    product offers based on customers interests or
    past purchases to improve response rate
  • Opt-in email permission based marketing
  • To improve customer service.
  • Combined with traditional direct marketing
  • Services Digital Impact, Boldfish

9
Banner Advertising
  • Banner ads and panel Ads
  • Bandwidth hogs delay downloading
  • Measures for Advertising fees
  • impressions, hits, qualified hits, visits
  • click-throughs (adclicks)
  • Effective Marketing Mechanism?
  • Buying and selling banner advertising
    pay-per-performance (DoubleClick)

10
Measures of Online Advertising
  • Ad Impression
  • Visit (Page View)
  • Click-Through
  • Page Impression (Hit Counts)
  • Unique Visitors
  • Reach

11
Costs for Online Advertising
  • Gross Exposure CPM-- Cost per thousand
    impressions (underestimated)
  • e.g. 20,000/1 m impression X1000 20
  • Click Rate Cost per Click (CPC), clickthrough,
    number of clicks /cost of the ad campaign
  • Conversion purchase/clicktrough
  • Examples
  • 35/CPM 5/clickthrough 25/conversion

12
Ad Targeting
  • Track ads across a network of sites
  • Monitoring who is clicking on the ads, how often,
    and whether the ads actually lead to sales
  • User profiles on demographics, tastes, email
    addresses to improve targeting
  • Services DoubleClick, Engage

13
Affiliate Programs
  • Forrester Research by 2003 affiliates will
    generate 21 of online retailers revenue (13 in
    1999)
  • Pay-per-click model click-through
  • Goto.com, matchmaker
  • Pay-per-lead model qualified leads
  • Mailsweeps.com
  • Pay-per-sale model commission of sales
    (Express.com)
  • Multi-tiered Model
  • Merchants -gt 10 subaffiliates and 5 affiliates
  • CPM (Cost-per-thousand) model
  • Examples Amazon

14
Promoting a New Site
  • Rollout Promotion
  • Register URL with search engines, embed keyword
  • Include the site address in publications
  • Inform distribution channels
  • Award programs (netincentives)
  • Points-based promotions
  • (mypoints)
  • New Releases
  • Marketing through affiliates
  • Ongoing Activities
  • Include URL
  • Adding site content to generates more search
    engine hits
  • Traditional promotion
  • Reciprocal links
  • Newsgroups
  • Purchase hot links
  • Online coupons (free2try)
  • Discounts (ipromotions)
  • Domain name Reg.
  • www.iana.org internic.net ripe.net apnic.net

15
Search Engines
  • Web Robots http//info.webcrawler.com/mak/projects
    /robots/robots.html
  • Purposes
  • Collecting information
  • Provide Indexing
  • databases
  • Directory vs. Search Engines
  • Search-Engine Registration
  • searchenginewatch

16
Creating Spider Food
  • determines the relevance of the Web pages info
    and keywords (ranking)
  • Listing all the key words
  • Home Page Title
  • lttitlegt These Are the Most Important Words to a
    Search Engine! lt/titlegt
  • Meta Tag
  • Add a ltdescriptiongt on your page
  • First Paragraph most important
  • Proximity
  • (Tennis shoe style gt shoes for tennis)
  • Spider Repellent (robots.txt)

17
Tracking and Analyzing Customer Data
  • Tracking devices User ID card (embedded URL),
    click-through banner advertisement, Web bugs
    (clear GIFs)
  • Log-File Analysis WebTrends
  • Data Mining Uncover patterns in customer data to
    improve CRM and marketing campaign
  • Datadistilleries, appliedmetrix
  • Customer Registration
  • Cookies
  • Drawback can be altered, browser specific, cant
    recognize multiple users

18
E-CRM
  • Customer acquisition costs 34, online 70 (BCG)
  • Repeat customers 57 more revenue longer
    lifetime value
  • It takes 2.5 years for a regular amazon customer
    to yield a profit
  • Call Handling
  • Sales Tracking
  • Transaction Support
  • Personalization and customization of customers
    experience and interactions with a Web site, call
    center, and methods for customer contact

19
Using Push Technology
1. Initial permission-based Registration with Site
4. Customer Database Collection Segmentation
2. Web page request
Web Page Server
Web Browser Cookie 132896
3. Cookie Identification
5. Dynamic Data
6. Personalized Web Site
20
Personalization
  • Uses information from tracking, mining and data
    analysis to customize a persons interactions
    with a companys products, services, Web site and
    employees
  • Collaborative filtering (Recommender System)
  • Compare a present users interests with those of
    past users to offer recommendations
  • Example berkeley
  • Rules-based personalization based on the
    subjection of a users profile to set rules or
    assumptions. Excite.com (My excite start page
  • Intelligent Agents

21
Web Effectiveness
  • How are people finding my site?
  • Which pages are linking to mine?
  • Which types of errors are occurring?
  • How may times have people requested something
    that returned an error?
  • Which browsers are people using to view my site?

22
Web Effectiveness
  • What pages are being viewed most often?
  • Has my site been getting busier lately?
  • How have the access trends been for a certain
    page?
  • How many bytes are being transferred?
  • Which directories are being access the most?
  • When are people visiting my site?

23
Site Usage Analysis
  • Site and page hits
  • General site activity and growth
  • Use statistics -- time of day, day of week, and
    month/season
  • Caching--browser, proxy
  • Users
  • Domain and user spikes
  • Single vs. Multi-Visit
  • visit length
  • Language and geography patterns
  • Errors and Alerts
  • Site Reliability
  • Sessions
  • Entry and exit points
  • Common paths
  • Date and Time Stamps
  • Date and time patterns
  • Site activity and responsiveness by hour, day,
    and week
  • Other Access
  • No. of search engines attempting to index the
    site
  • Search engine keywords
  • Referring sites
  • Limitation of Log Analysis

24
Impact Measures
  • Cost Reduction
  • Printing and postage avoidance
  • Communication Expense Avoidance
  • Headcount Expense Avoidance
  • Facilities and Capital Expense Avoidance
  • Tax Avoidance or reduction

25
Impact Measures
  • Revenue Growth
  • Increased Sales of Existing Products or Services
  • Increased Sales of New Internet-based Products or
    Services
  • Improved Customer Satisfaction
  • Improved Surveys or Customer Evaluations
  • Changes in Complaint Levels
  • Quality Improvements
  • Addressing Other Business/Customer Needs

26
Collecting Audience Information
  • Formally through surveys -- pre- and post-site
    implementation
  • Informally through e-mails -- an opportunistic
    measure
  • E-mail page email embedded in forms
  • Motivationally through site incentives --
    proactive
  • Downloads, Coupons, Quizzes

27
Cost, Costs, and More Costs
  • Cost Factors
  • bandwidth options
  • web server platform
  • business publishing
  • network security
  • full annual cost for an intranet client
  • building interactive applications
  • content maintenance
  • people
  • Catalog/search engine software
  • Payment software
  • Types of Costs
  • Predictable
  • Soft Costs/Savings
  • Hidden Costs
  • Generational Costs
Write a Comment
User Comments (0)
About PowerShow.com