o   Server log: record kept at the server level that records each file requested from a website; server log files are created by the server that houses the web site. Each time a browser requests a file in order to build a web page, it generates an entry in the server request log. The IP address of the requesting computer, date and time of request, code indicating whether request was successful or not, number of bytes of date transferred, referring site, type and version of Web browser making request, operating system of computer making request.

o   Panel Data: the process for using panel data to generate site effectiveness data is the same as using panels in the general marketing research process. The first step is to recruit a statistically representative panel of internet users who agree to participate in the data collection. Specialized software is downloaded onto the participant’s computer to record the click stream data. The software is polled at regular intervals to upload the data. First, the source of the data is unambiguous, which it often it not with server logs. Second, a person who uses the internet from both home and work is two separate people according to server logs, but carefully planned and maintained panel data can overcome this issue. Third, the measurement firm can collect demographic and behavioral data from panel households that can be useful in reporting and analytics.

o   Coded pages: the use of coded pages is a new method of collecting data, on the “browser (user’s) side” of the information transaction instead of on the “server side” The tag part of the page that is requested by the served to the user’s browser. The file then sends data back to the server. Working with cookies, the tag can send back detailed information about the visitor’s activity on the page. One the surface, the data are the same as those collected by a server log. Data collected by tags has several advantages over server log data: the data may be more accurate, data collected by web bugs has smaller storage requirements because it stores only relevant data, and when data are collected in this manner, it permits real-time processing and viewing of site metrics.

Similarities

o   Used for recording activities in a web site

Differences

o   Server Logs record information on the server side while Coded Data collects information from the browser side

o   Coded Pages are more useful than server logs because the user’s IP address may change during the session, causing the server log to, in effect, record different visitors instead of the same visitor

o   When using Coded pages, data collected by Web bugs has smaller storage requirements because it stores only relevant data, not all the site operating data stored by server logs.

o   With Coded pages, when data are collected in this manner, it permits real-time processing and viewing of site metrics. Server log data, on the other hand, must be transferred to a separate analytics system for batch processing. It can be made available quickly, but not in real time.

o   With Panel Data, the source of the data is unambiguous, which it often is not with server logs a person who uses the Internet from both home and work is two separate people according to server logs, but carefully planned and maintained panel data can overcome this issue

o   The measurement firm can collect demographic and behavioral data from panel households that can be very useful in reporting and analytics. Because server logs identify most users by dynamic IP addresses, it is not possible to use much third-party data to enhance it.

·         What are some of the specific metrics that measure Internet traffic, audiences and campaigns.  Which ones do you think are most important?

Internet Traffic Measuring Metrics:

o   hits: the number of files requested

o   impressions: the number of times and ad banner is requested by a browser

o   page views or deliveries: the number of times a web page is requested

o   sessions: the amount of activity on a site during a specified period

o   click-through: the number of times visitors come to the site by clicking on an ad

            Audience Measuring Metrics::

o   visitors: the number of people who visit the site

o   total (includes multiple visits) or unique (different people) during a specified time frame

o   unidentified (anonymous) or identified (registered or customer)

o   unduplicated audience: the visitors that are unique to a web site

o   behavior on the site

o   number of page views

o   session time

o   path through the site

o   shopping cart abandonment

o   entry page (many visitors do not enter through the home page)

            Campaign Measuring Metrics

o   by communication channel: e-mail, mail, online banner, and so forth

o   by offer: promotion offered (free shipping versus 25% off)

o   search effectiveness by keyword

o   Report Dashboard – customizable display of summary data on a computer screen.  Because the summary data are always present on the specified screen, it prevents the user from having to activate a function or program or visit another Website to obtain data.

o   Marketing Campaign Reports – Marketers are able to select reports to view. They have the option of viewing any day, week, or month.  They can also compare two reports to each other. 

o   Browser-Based Reports – Users subscribe to the service, enter the page in the site and data will be displayed.  The data that are overlayed on the page represent the percentage of visitors who see the page, how much time they spend, where they came from, and where they go when they exit the page.

o   Path-Analysis – Shows the paths that consumers go on.  Shows when the consumer returns back to the home page, or backtracks, means that they are experiencing navigational problems.  Or when they are exiting the site, they may still be looking for the product they want.

o   Segmentation by Behavior and Channel – Being able to segment visitors by their behavior pattern or by information provided by the visitor.

·         What kinds of variables are needed to measure the effectiveness of branding efforts on the Internet?  Where are these measures obtained?

Variables needed are:

o   traffic measures that document site activity. (Hits the number of files requested; impressions – the number of times an ad banner is requested by a browser; page views or deliveries – the number of times a web page is requested; sessions – the amount of activity on a site during a specified period; click throughs – the number of times visitors come to the site by clicking on an ad)

o   Audience measures provide data about the people who visit the site:

o   (Total includes multiple visits or unique, different people, during specified time frame;  unidentified, anonymous, or identified, registered or customer)

o   Unduplicated audience, the visitors that are unique to a website

o   Behavior on the site (number of page views, session time, path through the site, shopping cart abandonment, entry page – how many visitors do not enter through the home page)

o   Sales can be a measure of effectiveness if it is a transactional site.  Three basic ways of collecting measure from the sire itself are hit counters, server log files, and coded web pages. 

Sales can be a measure of effectiveness if it is a transactional site.  Three basic ways of collecting measure from the sire itself are hit counters, server log files, and coded web pages

o   The consumer adoption process is a generally accepted conceptualization of the stages a consumer does through when confronted with a new product of service. The consumer must first become aware of the product, then develop interest in it, perform some prepurchase evaluation, and then try the product, either as a consequence of a purchase or of a marketer-sponsored promotion or incentive.  After the trial, the consumer must first decide to purchase/continue purchasing the product (adoption) or the product would become an integral part of the consumer’s lifestyle (internalization). 

o   The diffusion of innovations is a communications model that consists of four elements: the innovation, communication channels, time and the social system within which the innovation is spreading.  It determines the ease/how the speed at which an innovation is being adopted and diffused amongst consumers.

Define “pervasive computing” in your own words.  What changes is it likely to bring about

in the way marketers approach the Internet?

o   Pervasive computing implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks.

o   Pervasive computing aims to enable people to accomplish an increasing number of personal and professional transactions using a new class of intelligent and portable devices. It gives people convenient access to relevant information stored on powerful networks, allowing them to easily take action anywhere, anytime.

o   There, new intelligent appliances or “smart devices” are embedded with micro-processors that allow users to plug into intelligent networks and gain direct, simple and secure access to both relevant information and services. These devices are as simple to use as calculators, telephones or kitchen toasters.

o   Pervasive computing aims to enable people to accomplish an increasing number of personal and professional transactions using a new class of intelligent and portable devices.  It gives people convenient access to relevant information stored on powerful networks, allowing them to easily take action anywhere, anytime.  These new intelligent appliances or “smart devices” are embedded with microprocessors that allow users to plug into intelligent networks and gain direct, simple, and secure access to both relevant information and services.  These devices are as simple to use as calculators, telephones, or kitchen toasters. 

o   Marketers will likely develop new products and services that successfully take advantage of this new technology.  Some applications successfully in place already are RFID payment systems & wireless parking meters so you can use your cell phone.

·         Be prepared to describe the strategic drivers of wireless adoption and to give an example of each.

o     Context: providing necessary information when and where the customer needs or wants it

o    Localization: location of the user can be identified and information specific to that

    location can be provided (GPS, Tracking Device)

o       Personalization: the customer can select not only the type of information desired but also the frequency of information provision (consumer may select specific stocks and specific price levels at which he or she wishes to be notified.)

o   Time sensitive: because screens are small and storage in limited, information must be provided at the time appropriate to the customer, not convenient for the marketer (As a customer passes a store in a shopping mall, he or she may be willing to receive a coupon for a purchase in that store, which can be saved or retained on the screen until the customer shows it when checking out the purchase.)

o   High value:  The coupon will have to have a reasonable value in order to make it welcome in the wireless context

o   Voice activation: there are many situations in which it is not safe to use the keyboard (voice activation)

o   One-click payment mechanisms: a system is which payment is easily and securely authorized and billed to a single account because consumers are not going to be willing to enter credit card information on mobile keyboards and may be uncomfortable with the idea of their credit card data being transmitted wirelessly

o   Security: users must be assured that data transmissions are secure, and authentication services must be provided in a way that is suitable for the devices (smart cards that can be inserted or taken out)

o   Privacy: providers of content and services will have to be sensitive to download times, lack of storage, and the fact that users are paying for airtime- They must not abuse technological capabilities like geographic locational services.

o   Expanded permission marketing: marketers will have to extend the concept of permission marketing beyond simple opt-in scenarios. They must find out what kind of information consumers are willing to receive, how often they are willing to receive transmissions, and where they are willing to receive it This means an accurate customer database that is updated in real time.

§  -to enable human agents to do their work better, faster, and in a way that provided maximum customer satisfaction

§  -to create automated systems that perform at least as well as the most skilled human agent

·         Think about your own Internet experience, can you think of a specific encounter in which information or knowledge clearly improved your interaction with a human agent?  Can you think of an encounter in which the human agent lacked the information or knowledge to make your experience satisfactory?  Be prepared to discuss both positive and negative experiences and what could have transformed a negative encounter into a positive one.

o   When I was shopping around for furniture, I first went to different store websites to compare their offerings and price. There I discovered all the different tyoes of leathers, all the different types of wood and different types of fibers, which I knew nothing about before, I didn’t know that furniture had so many aspects to it, its not that simple. This improved my interaction with a human agent because once I had done my research and decided to go to the physical store to view the pieces I had in mind, when the agent was explaning all the differences to me, I already knew about them so I didn’t have to waste the salespersons time nor mine, and any extra information just enhanced what I already knew.

o   A negative experience when I was purchasing an item at best buy and online it said the item was available but when I arrived at the store they told me they didn’t have it and I argued and argued with them telling them there was one more left.

-which levers are customers most responsive to?

-which levers are least likely to generate a competitive response?

-which levers work best together?

-which levers are consistent with strategy?

What are the key principles for level selection with the Marketspace Matrix?

Principle 1: Base the levers on consumer behavior

2. choose levers to effect change

3. measure the impact of each lever

4. overcome barriers to advancement

5. anticipate your competitors’ likely responses

6. build on your firm’s skills and resources

7. look for interaction effects

8. integrate across levers

9. levers create the position

10. focus on superior customer value

Importance of integrated communication

-goal of marketing and communication if to convey relevant messages to the right consumers at the right time

-synergy between messages is integrated communications

-traditional and interactive marketing methods are converging

Communication types:

Marketing levers

-marketing commutations, which include all the points of contact that a firm has with its customers, can be grouped into four categories:

1. mass offline

            -broadcast media: television, radio, outdoor and PR

            -print media: newspapers, magazines, yellow pages, brochures, newsletters

            -point of purchase displays

2. personal offline

            -telemarketing, direct mail, statement stuffers, customer service

3. mass online

            -basic online tools: banners, interstitials, search engines, point of purchase displays

            -applications of basic online tools: partnerships and affiliate programs, sponsorships, chat rooms, serial marketing

4. personal online

            -personal commercial websites

            -e-mail marketing: viral marketing, loyalty programs, customer service

Implementation across the 4 relationship stages

Relationship stage (marketing levers)

Awareness (online levers: online billboards, search engines, e-mail, viral marketing; offline levers: TV, magazines, radio, yellow pages, billboards outdoor)

Exploration/expansion (online levers: online billboards, search engines, e-mail, viral marketing, website, permission marketing, serial marketing; offline levers: TV, radio, newspapers, packaging)

Commitment (online lever: targeted email, permission marketing, personalized pages; online/offline levers: loyalty programs, customer service; offline levers: telemarketing, direct mail permission marketing with personalized offers)

Dissolution (personalized pages, termination)

How interactivity and the individual affect product development

-the 2I’s allow a company to learn more about it customer, personalize a product to meet customer preferences, and offer CRM tools to provide more value for customers and cut costs for product sellers

-websites which require customers to register to use the site have access to numerous tools to interact with the user as an individual

http://online.wsj.com/article/SB122852285532784401.html

http://online.wsj.com/article/SB122844530354182063.html

http://www.nytimes.com/2008/12/11/business/media/11youtube.html?_r=1&ref=technology

http://www.nytimes.com/2008/12/10/nyregion/10about.html?ref=technology

we also discused dimmensions of commerce which include (registration, shopping cart, security, creditcard approval, one click shopping order) 

Hierchy—Information>interaction>transaction>personalization>customization

we discussed i village and how certain image sizes and colors captures our attention.

What is meant by permission marketing?  Do you think it is an important concept to email marketers?

Permision marketing is that the marketer must obtain permission form customer or prospect before sending an email(we don’t like spam)opt out gives consumer the option not receiving email by checking a box, opt in means they accept communication through email. Double opt in- after opting in you then het an email to confirm you opting in. confirmend opt in- no reply is required its in between opt in and double opt in

It is def important to marketers because if they don’t follow this then they could create a bad image for themselves, people don’t really like receiving spam.

Think about email communications from marketers, perhaps some that you receive yourself.  What makes them interesting and worth your time to open and read?  Do you ever take any action as a result of the emails?  Why or why not?

Discounts and sales always do it for me, yes many times I do take action as a result of the email. Also information on things I am interested in catch my attention.