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薛俊平 88731348. 施孟秀 890731408. WEB Business Model. 王者師 88731326. 張子揚 88731312. 莊介博 88731347. DBM presentation. 5. Chapter Five. WEB Business Models. competitors, readers, suppliers Partners………. Do You Yahoo?. For 50% of US Web users: YES!!!

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  1. 薛俊平 88731348 施孟秀 890731408 WEB Business Model 王者師 88731326 張子揚 88731312 莊介博 88731347 DBM presentation

  2. 5 Chapter Five WEB Business Models

  3. competitors, readers, suppliers Partners………..

  4. Do You Yahoo? • For 50% of US Web users: YES!!! • A phenomenal Silicon Valley success story • Yahoo! brand extensions provide value add for users • Gamesclubs chat auctions Stores • Yahoo! leverages its brand and ability to draw traffic to generate multiple revenue streams

  5. Media Metrix, Inc. Top 50 Digital Media/Web Properties At Home & At Work Combined in the United States August 2000 Measurement Period (08/01/00 through 08/31/00) Rank Top Web & Digital Media Properties Unique Visitors (000) Total Digital Media Universe 79,638 1 AOL Network* - Proprietary & WWW 62,659 2 Yahoo!* 52,012 3 Microsoft Sites* 51,963 4 Lycos* 32,907 5 Excite Network* 28,167 6 Go Network* 23,126 7 About The Human Internet* 19,783 8 AltaVista Network* 17,795 9 Time Warner Online* 15,825 10 Amazon* 15,688

  6. Specialization(特殊性) Frequency 頻 繁 度 高 1.安全性高 2.信任度高 3.可自動化服務或販賣商品 1.特殊性高,透過仲介或第三者溝通較不易 2.不宜委外,應自行處理 低 1.信任度較低 2.仲介或第三者易於介入,協調,創造雙贏 1.供需尚無交集的市場 2.或是單價利潤極高的特殊個案 高 低 Standardization(標準化,規格化) 市場策略矩陣 高 低

  7. Major TOPICS • WEB benefits to firms • Closed loop marketing

  8. End of Chapter http://www.swcollege.com/marketing/hanson/hanson.html 回目錄頁

  9. WEB benefits to firms A.Improvement-based benefits • ( Product or Service) B.Revenue-based Business Models • Provider Pays • User Pays (User-based revenue Models) 回目錄頁

  10. Improvement-based benefits • Enhancement • Online Brand Building(線上品牌建立) • Category Building(領域品牌建立) • Online Quality Enhancement(品質提昇) • Efficiency • Cost Reduction(成本節省) • Low Cost Samples • Effectiveness 回目錄頁

  11. Sponsorship Alliances Banner advertising Prospect fees Sales commissions Product sales Pay-per-use Subscriptions Bundle sales Revenue-Based Biz Models Customer Pays(消費者付費模式) Provider Pays(提 出者付費模式) 回目錄頁

  12. Provider-Based revenue Models • Content Sponsorship(內容提供) • Retail Alliances • Banner Advertising(橫幅廣告) • Prospect Fees(點選) • Sales Commissions • Choosing a payment structure 回目錄頁

  13. User-based revenue Models • Business vs. consumer sales • Online sales & accountability 回目錄頁

  14. Closed loop marketing • Marketing actions and responses • WEB chains • Evaluate WEB chains

  15. Marketing & Web Chain • Marketing actions and responses • AIDA: attention / interesting / desire / action • Awareness, preference, loyalty • WEB chains • Not aware and ad impression • Prospects that don’t buy online • Online buyers and offline buyers

  16. Marketing actions & responses • The market’s response probability is not fixed • Produce the desired response by creating and offering values to the market

  17. Marketing actions and responses • Both choice and learning are important • Closed loop marketing leads to rapid learning Marketers can experiment with prices, ad copy, and product features on selected samples of consumers

  18. Web Chains 1). A Web chain is a click sequence • Can be as short as a single click • Can be as long as all possible choices on a Web site • Decision points = event nodes • Ending point = result node 2). Common Web chain starting points • Company homepage • Search engine or portal • Banner ads

  19. WEB chains to Closed loop marketing • The chain extends from the marketing offer to desired marketing response • Each step in the chain is trackable Increase effective & efficiency

  20. Evaluate WEB chains • Goals of the Evaluation: Ad impact or purchase? • WEB chain benefits and probabilities • Calculating values • Online buyers New customer: ad impact + brand impact + online profit + lifetime value = ? • Cost of new customer acquisition

  21. Evaluating Web Chains • Enables marketers to evaluate a wide range of Web strategies and tactics • Calculate • expected value of an impression • expected value of a prospect • expected value of a new customer • expected value of a repeat buyer

  22. No Notice rate (NNR) No Notice rate (NNR) (1-CTR-NNR) E1: Views page with paid link R1: doesn’t notice Ad=$0 benefit Click-through rate(CTR) R2:notices Ad but doesn’t click= Ad brand impact E2: clicks through to company Web site = prospects (1-PCR) Proposed conversion rate(PCR) Offline Induced Buyer (OIB) New customer (1-RR) E3: views Web site but doesn’t buy E4: Visit Web site and buys (1-OIB) Repeat Buyer Rate (RR) R5:new customer = (Ad brand + Web site brand + online profit + future lifetime value) R3: offline purchase = (Ad brand+Web site brand+ offline profit) R4: No immediate purchase= (Ad brand+ Web site brand impact) E5: Loyal customer Offline buy rate (OBR) Online only (1-OBR) R6:would have bought offline anyway = (Ad brand + Web site brand + Online profit – offline profit) R7:would only buy online= ( Ad brand + Web site brand + online profit ) A WEB chains of Events

  23. Example Activity A 版位:黃金文字鏈結 規格:12字內(上下各6) 方式:五輪替 曝光數：約90萬次/日

  24. AD Impression 版位：星座浮水印 規格：60*70/5K 方式：獨家廣告 曝光數：約25萬次/日

  25. Evaluation • Ad Impact: do consumer aware the ad? • Brand impact: 3 times of ad exposure? & brand preference • Action: online profit, offline profit or others? • Evaluation： 曝光數 (Impression)× 點選率(CTR) 10,440,000 *0.5% ＝52,200 52,200點選數×30%填問卷率＝15,660

  26. 會員直效行銷廣告商品-奇摩好康報 依族群切割 精準目標群 會員主動訂閱 會員信件接收 提供誘因 促發網友行動 接活動頁頁面

  27. 類別 數量 定價/銷售單位 標準商品 305萬 0.6元/人 主力商品 男性學生族 85萬 60萬 男性上班族 81萬 60萬 女性學生族 78萬 60萬 女性上班族 50萬 36萬 精確性商品 基本條件 性別(男，女) 依選定條件後之實際人數而定 以標準商品之定價(0.6元)為基礎，每增加一基本條件多加0.2元 職業 (學生, 上班) 婚姻狀況(已婚,未婚) 有18 歲以下子女 居住地 年齡 進階條件 個人月收入 依選定條件後之實際人數而定 以標準商品之定價(0.6元)為基礎，每增加一進階條件多加0.5元( 總價不得少於20萬元) 職稱 興趣 學歷 職業(職業別細分) 會員直效行銷廣告商品-奇摩好康報

  28. Example Activity B • Objective • Target consumer: Mail to reach 150,000 target consumers • Scheme • Creativity • Timing concern • Budget concern

  29. Evaluation - benefit • How many people feedback? 150,000× 6% feedback ratio ＝9,000 • People not interest? 9,000 * 50% = 4,500 • People purchase 4,500 * 80%=3,600 Profit 3,600*200 = 720,000 • People not buy on line but take actions off line 4,500 * 20% = 900 Profit 900 * 200 = 180,000 • Life time value 4,500 * 400 = 1,800,000 • Sub total: 2,700,000

  30. Profit Analysis • Sales • Incremental Net sales • Cost • COGS • A&P expense • Incremental OP 回目錄頁

  31. Business vs. consumer sales 1). B to B online sales 2). better access to computers, faster connection speeds, a support staff that make sure the network and software are functioning 回目錄頁

  32. Online sales & accountability 1). Initial contract complete sale Track efforts evaluated for effectivenessand profitability Effective approaches can be expanded and unprofitable efforts spotted and eliminated. 2). reliable return on investment can be calculated: sponsorships, banner ads, prospect fees. 回目錄頁

  33. WEB chains = Closed loop marketing • The chain extends from the marketing offer to desired marketing response • Each step in the chain is trackable • The Internet can be used to close the loop on traditional media advertising if unique identifiers are included with the ad • Dell newspaper ads contain a unique code 回目錄頁

  34. Enhancement Online Brand Building • Disney • Amazon • eBay • AOL 回目錄頁

  35. Enhancement Category Building • Intel • Yahoo 回目錄頁

  36. Enhancement Online Quality Enhancement • NPR • Moore’s Law 回目錄頁

  37. Efficiency Cost reduction • Cisco • Microsoft • Banking online service • (ATM) 回目錄頁

  38. Efficiency Free Trial • Introducing many online services and software packages. 回目錄頁

  39. Effectiveness • Support dealers • Support suppliers • Collect information • GE • GM • Double Click(dart) • 台塑 回目錄頁

  40. Provider-Based revenue Models1.Content Sponsorship 1).Publishing Sites--- • Expand offerings • Reduce Risk 2). Sponsor --- • Attract target customers • Prevent competitors 回目錄頁

  41. Provider-Based revenue Models 2.Retail Alliances • 1).Desirable location in the physical world • ßà Prominent link on Web page • 2). Two incentive shape these prominent deals between main portal sites and online retailers • Volume of traffic • Competitive exclusion 回目錄頁

  42. Provider-Based revenue Models 3.Banner Advertising • 1). Most visible of provider-based models • 2). Inherent measurability • ßà Closed Loop Marketing 回目錄頁

  43. Provider-Based revenue Models 4.Prospect Fees • 1). Click-through • 2). Complete some action • Customer leads • Visits to a WEB sites • Download software 回目錄頁

  44. Provider-Based revenue Models 5.Sales Commissions 1). Affiliates program • Involve logos on Web sites • Base payment on actual revenue from sales 2). Quick and low cost 回目錄頁

  45. Provider-Based revenue Models 6.Choosing a payment structure 1). Multiple Revenue Model • USA Today Online 2). Bargaining power

  46. Prospect Fees Click Through Sponsorship Fixed Payment Banner Ads Impressions Sales Commissions Purchase Risk Increases for the Web Site Being Paid Payment Mechanisms Which Company Bears the Risk? • fixed payment • impressions • success of site & advertiser

  47. The Many Ways to Pay Online Figure 5.8 回目錄頁

  48. Evaluating Web Chains

  49. Cost and Performance Table 5.5 One of the best uses of Web chain analysis is to compare alternative methods of acquiring customers

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