Today we discussed the testing process 1. Reasons for conducting a test 2. design a test 3. establish test metrics 4. execute and monitor results 5. analyze and report test results 6. make marketing decision
we discused that reasons for conducting a test are(1. standard practice:test all mkt programs)(2.strategic question:realtime lapsed customers)(3.tactical questions:which incentive to use)
companie collect info from data bases such as: purchase, association, census, reaserch firms, purchase data, surveys, questions, interviews, testimonials, website-clickstream data.
usage segments (connectors, simplifiers, routniers, surfers, bargainers, and sportsters)
What are the stages of Internet consumer behavior? What is the importance of the stages that come after “Purchase?”
Awareness > Search behavior(goal oriented or experimental)> task completion> repeat visit> use/consumption behavior>loyalty
After purchase comes repeat visit or even better repeated visits, a loyal customer.purchase is follwed by product use or consumption behavior.
What are some specific dimensions on which the global demographics of the Internet are changing? How do you expect these changes to affect use of the Internet?
it has changed form having only computer knowledgable people(geeks) to being populated by people of all ages and levels of technical knowledge., viral information is spreading quicker thorugh social networks , blogs, marketers now have more access to market directly to its target, they have a large population to cater to.this rapid growth will change the ay marketers take advantage of the internet.
What is consumer interactions data and why is it important to understanding and serving Internet consumers better?
it is monitoring consumer interaction on the site, it is used to understand consumer needs, ex cisco having forums that they can monitor to understand cutomer problems and solutions
What is the difference between online marketing research and online data capture? Be prepared to give an example of each.
Online mkt research is using online questionnaires,panels, surveys, focus groups…
Data capture is getting information based on every mouse click,collects time spent on a site,what pages were visited, and destination site as visitor leaves- clickstream…also transaction data-captures important facts about the customer and transaction—customer name, address, info from sku number(color, size,date of purchase,method of payment etc)…monitoring customer interactions(cisco systems used this to understand customer needs.(with posts, and customer ratings)