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Lecture E-Commerce - Chapter 15: E-commerce marketing (part III)

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In this chapter students will be able to: The revolution in internet marketing technologies, web transaction logs, tracking files, databases, data warehouses and data mining, customer relationship management (CRM) systems,. | CSC 330 E-Commerce Teacher Ahmed Mumtaz Mustehsan GM-IT CIIT Islamabad Virtual Campus, CIIT COMSATS Institute of Information Technology T1-Lecture-15 T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- A.M. Mustehsan T1-Lecture-15 E Commerce Marketing Chapter-06 Part -III For Lecture Material/Slides Thanks to: Copyright © 2010 Pearson Education, Inc T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- A.M. Mustehsan The Revolution in Internet Marketing Technologies Internet marketing technologies: Web Transaction logs Tracking files Databases, Data warehouses, Data mining Customer Relationship Management systems (CRM) T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- 1. Web Transaction Logs Built into Web server software Record user activity at Web site Webtrends: Leading log analysis tool Provides much marketing data, especially combined with: Registration forms: Gather personal data on name, address, phone, zip, e-mail, and other optional information on interest and tastes Shopping cart database: captures all the item selection, purchase and payment data) T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- 1. Web Transaction Logs Transaction log coupled with Registration Forms and shopping cart provides treasure of marketing information leads to answer some interesting questions such as: What are major patterns of interest and purchase? After home page, where do users go first? Second? What are the interest of specific individuals? How can we improve the website, easier to use, attractive design encourage visitors to purchase? Where are visitors coming from? What they want? How can we personalize our messages etc? T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- 2. Tracking Files Under this technique user’s browsing activities are tracked as they move from site to site Different types of . | CSC 330 E-Commerce Teacher Ahmed Mumtaz Mustehsan GM-IT CIIT Islamabad Virtual Campus, CIIT COMSATS Institute of Information Technology T1-Lecture-15 T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- A.M. Mustehsan T1-Lecture-15 E Commerce Marketing Chapter-06 Part -III For Lecture Material/Slides Thanks to: Copyright © 2010 Pearson Education, Inc T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- A.M. Mustehsan The Revolution in Internet Marketing Technologies Internet marketing technologies: Web Transaction logs Tracking files Databases, Data warehouses, Data mining Customer Relationship Management systems (CRM) T1-Lecture-15 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1- 1. Web Transaction Logs Built into Web server software Record user activity at Web site Webtrends: Leading log analysis tool Provides much marketing data, especially combined with: Registration forms: Gather personal .