Its not uncommon for companies to support the same website: Sports Authority, Modells, an Dicks Sporting Goods. Video Gamers woman play puzzle games.
Testing Process- Reasons for conducting a test -standard practice (test all mkt Programs), -strategic question (reactive lapsed customers) -Tactical Questions (which incentives in use)
Design a Test- What mkt mariables (price) Type of Test (A/B, Control /A) Sample (pop. size) Internet surveying is quicker and more flexible.
Establish test matrix’s- significance, cut off date. Execute and monitor results. Analyze and report test results. Make Marketing Decision- what data do i need and what its going to mean. Data- Purchase, free data (census), association, research firms, purchase data, survey, focus groups, interview, websites, call centers, customer inquires.
Whats is “Data Mining?”- a set of statistical routines that permit pattern detection. in large data sets. Why you can’t bring it together? It sits in different parts of the organization. Accounting Dept. has there data Marketing has there data.
Hierarchy of Customer- focused marketing strategies. Top->Down Customization, Personalization, Transaction, Interaction, Information.
Tasks on the Internet- Paybills, Entertainment, Purchases, Communication, Research. Complex Roles of Search. CLV Customer Lifetime Value Repeat Customers. Segment of Internet Users. Rural Residents are less likely to be Online. Teenagers are heavy communicators. Frequent social networking and gaming sites. Seniors are less likely to be online. Usuage segments include connectors, simplifiers, routiners, surfers, bargainers, and sportsters. Broadband access in the home is key to behavioral segmentation. Convential Market Research- you can do many things on the internet demonstration of products on the internet. Cost is a factor that has gone down in price. Online Market Research. Data.