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ECT 455/HCI 513 E-Commerce Web Site Engineering Online Marketing Site Promotion and Evaluation Agenda Market News Review B2B Branding, Marketing and Advertising Web Site Promotion Web Site Evaluation Web Site Cost Analysis Deliverable E Branding What is Brand?

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Ect 455 hci 513 e commerce web site engineering l.jpg

ECT 455/HCI 513 E-Commerce Web Site Engineering

Online Marketing

Site Promotion and Evaluation

ECT 455/HCI 513 Susy Chan Ph.D.


Agenda l.jpg
Agenda

  • Market News

  • Review B2B

  • Branding, Marketing and Advertising

  • Web Site Promotion

  • Web Site Evaluation

  • Web Site Cost Analysis

  • Deliverable E

ECT 455/HCI 513 Susy Chan Ph.D.


Branding l.jpg
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

  • Internet’s role

    • Further enhancement

    • Multi-channel

    • Monitoring (ewatch)

ECT 455/HCI 513 Susy Chan Ph.D.


Marketing strategies l.jpg
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;

ECT 455/HCI 513 Susy Chan Ph.D.


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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

ECT 455/HCI 513 Susy Chan Ph.D.


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Campaign:Created anonymous link between person who saw ad and subsequent purchase.

  • Data Captured

  • # of sales generated

  • Type of units sold

  • Revenue per unitssold

  • Site, section and keywordgenerating sales

  • Revenue by business unit and linked sitegenerating sales

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

ECT 455/HCI 513 Susy Chan Ph.D.


Types of internet advertising l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


E mail direct marketing l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


Banner advertising l.jpg
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)

ECT 455/HCI 513 Susy Chan Ph.D.


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Measures of Online Advertising

  • Ad Impression

  • Visit (Page View)

  • Click-Through

  • Page Impression (Hit Counts)

  • Unique Visitors

  • Reach

ECT 455/HCI 513 Susy Chan Ph.D.


Costs for online advertising l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


Ad targeting l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


Affiliate programs l.jpg
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 -> 10 % subaffiliates and 5% affiliates

  • CPM (Cost-per-thousand) model

  • Examples: Amazon

ECT 455/HCI 513 Susy Chan Ph.D.


Promoting a new site l.jpg

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

Promoting a New Site

ECT 455/HCI 513 Susy Chan Ph.D.


Search engines l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


Creating spider food l.jpg
Creating Spider Food

  • determines the relevance of the Web page’s info and keywords (ranking)

  • Listing all the key words;

  • Home Page Title

    • <title> These Are the Most Important Words to a Search Engine! </title>

  • Meta Tag

    • Add a <description> on your page

  • First Paragraph most important

  • Proximity

    • (Tennis shoe style > shoes for tennis)

  • Spider Repellent : (robots.txt)

ECT 455/HCI 513 Susy Chan Ph.D.


Tracking and analyzing customer data l.jpg
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, can’t recognize multiple users

ECT 455/HCI 513 Susy Chan Ph.D.


E crm l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


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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

ECT 455/HCI 513 Susy Chan Ph.D.


Personalization l.jpg
Personalization

  • Uses information from tracking, mining and data analysis to customize a person’s interactions with a company’s products, services, Web site and employees

  • Collaborative filtering (Recommender System)

    • Compare a present user’s interests with those of past users to offer recommendations

    • Example: berkeley

  • Rules-based personalization : based on the subjection of a user’s profile to set rules or assumptions. Excite.com (My excite start page

  • Intelligent Agents

ECT 455/HCI 513 Susy Chan Ph.D.


Web effectiveness l.jpg
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?

ECT 455/HCI 513 Susy Chan Ph.D.


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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?

ECT 455/HCI 513 Susy Chan Ph.D.


Site usage analysis l.jpg

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

Site Usage Analysis

ECT 455/HCI 513 Susy Chan Ph.D.


Impact measures l.jpg
Impact Measures

  • Cost Reduction

    • Printing and postage avoidance

    • Communication Expense Avoidance

    • Headcount Expense Avoidance

    • Facilities and Capital Expense Avoidance

    • Tax Avoidance or reduction

ECT 455/HCI 513 Susy Chan Ph.D.


Impact measures25 l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


Collecting audience information l.jpg
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

ECT 455/HCI 513 Susy Chan Ph.D.


Cost costs and more costs l.jpg

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

Cost, Costs, and More Costs

ECT 455/HCI 513 Susy Chan Ph.D.


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