Wymbs Marketing Blog » ivanwu

Chapter 11

ivanwu — Mon, 22 Dec 2008 16:00:04 +0000

Server logs are records of the files a user requests from a certain website. Coded page is a 1 pixel by 1 pixel image that is placed on web pages to transmit activity data (in conjunction with a cookie) from the users’ computer to the server. Coded page is more accurate, requires less storage, and allows for better and faster processing than server logs. Panel data is a data collection process that involves choosing a representative sample (much like non-internet panels) and recording their usage through installed programs that monitor clickstream data. Panel data identifies specific users and accounts for outside of home internet usage; tow clear advantages over server logs. In my opinion, panel data is the most useful, because it does the best job of differentiating and identifying individual users and their preferences. It may not be the most efficient method though, due to more required time and setup.

Specific metrics that measure Internet traffic are:
• Hits – # of files requested
• Impressions – # of times an ad banner is requested by the browser
• Page views or deliveries – # of times a web page is requested
• Sessions – the amount of activity on a site during a specified period
• Click-throughs – # of times visitors come to the site by clicking on an ad
Specific metrics that measure audiences are:
• Visitors – # of people who visit a site
o total or unique
o unidentified or identified
• Unduplicated audience – the visitors that are unique to a web site
• Behavior on the site
o # of page views
o session time
o path through the site
o shopping cart abandonment
o entry page (some may not enter through home page)
Specific metrics that measure campaigns are:
• By communications channel –e-mail, mail, online banners, and so forth
• By offer: free shipping versus 25% off, for example
• Search effectiveness by keyword
I believe that all of the metrics are important and can be useful. It is simply important to match the objectives of the site/campaign to the metrics that will provide the best measurements for those objectives.

In order to measure the effectiveness of branding efforts on the Internet, advertising reach and effectiveness are important. These measures can be obtained through metric evaluations like CPM, where the cost of each 1000 impressions is obtained. The specific metric chosen is entirely based on the objectives of that campaign.

Three Sentenced for Selling Pirated Software (PC World)

ivanwu — Mon, 22 Dec 2008 01:05:13 +0000

Three men have sold over 2.5 million in counterfeit software. Two will be serving 12 months and 1 day in prison and the other will be serving 3 years. On top of the prison terms, they were all fined.

http://tech.yahoo.com/news/pcworld/20081…

Watchdog Group Asks Google to Create Personal Data “opt-out” (PC World)

ivanwu — Mon, 22 Dec 2008 00:53:16 +0000

The group, Consumer Watchdog has requested that Google create a way for users to choose whether or not they want to leave private information on their server.

http://tech.yahoo.com/news/pcworld/20081…

Music industry ends mass piracy lawsuits

ivanwu — Mon, 22 Dec 2008 00:47:35 +0000

The RIAA claims to have ended its law suites against mass piracy. Their new proposal is to join with ISPs to warn offenders, and if that is not enough the criminals may find their internet service disconnected.

http://news.yahoo.com/s/nm/20081220/medi…

Chapter 14

ivanwu — Wed, 26 Nov 2008 09:52:04 +0000

The consumer adoption process is simply the steps consumers go through to make a product part of their life. First the consumer is made aware of it and when interest begins to take over, they try the product. If they like it, they will “adopt” it into their lives by making repeat purchases. Diffusion is different because it’s not based on stages but more of a curve that describes how quickly and why a product is spread through society.

Pervasive computing is essentially when portable devices are involved in information processing. It’s simple and has to do with everyday tasks. One such tool is the RFID technology. Devices can be attached to everyday items and send information to marketers without users even know it is happening. Marketers can then use this information to make a profile of the user and arrange specific ads and promotions to be sent to them, increasing the likelihood of a lead or sale.

The strategic drivers of wireless adoption are..

Context – providing relevant information when customers want and need it

Localization – places information in places where it’s most likely going to be used

Personalization – information that can be tailored to the needs of that consumer

Time sensitive – information that is provided at a time that makes sense; you don’t want a coupon after it’s expired

High Value – something that brings about significant change, a coupon for 10 cents off isn’t very likely to work

Voice activation – blue tooth, voice dialing

One-click payment mechanisms – consumers may be wary to enter excess information on the web, especially if it seems insecure

Security – multiple questions to ensure that the person using the account is the owner

Privacy – personal information must be kept from others

Expanded permission marketing – opt-in is not enough. Consumers want information frequently and it’s important to have it all up to date

Chapter 13

ivanwu — Mon, 24 Nov 2008 09:51:16 +0000

I think the future would utilize knowledge very well in the fact that it can cater to customers and potential customers better. Information would be readily available of what he/she has previously purchased, and informed guesses can be made by marketers to direct the ads they may like to see.

No I cannot. I was mostly stuck with IVRs and live agents asking me useless questions. Whenever I deal with customer support, I always get thrown around to a couple of people due to the lack of knowledge they possessed. I was put on long holds as well. I dread calling customer service, even for the smallest of problems.

Chapter 9

ivanwu — Wed, 19 Nov 2008 09:50:40 +0000

I agree that the internet has the capacity to increase customer expectations about service levels and also to be the vehicle that delivers service that meets or exceeds those expectations. In this day and age, everyone wants things fast, and this most definitely includes service. With the internet, customers have access to services such as live chats/emails and community forums if the FAQs and self service systems are insufficient to their needs.

Anticipatory customer service is the concept of anticipating what customers want before they ask it. By doing this, it eliminates the trouble of answering the customer’s needs as they come up, creating better service to the customer due to the ability to give them a quick and accurate response.

Something that may be an ethical issue is when something is promised but may not be fulfilled. For instance, setting a date for a product to be finished but it goes far beyond that time. Customers should be informed of any and all changes that may disrupt their service.

Chapter 8

ivanwu — Mon, 20 Oct 2008 09:49:32 +0000

Buyerzone.com is a B2B website that specializes in helping businesses buy and sell a product or service. Registration is needed to sell and buy. You can subscribe to a newsletter, but other than that, there is not much use of CRM. Myplasticheart.com is a B2C website that specializes in designer toys and art. They offer surveys, polls, and even a discussion board for their members to participate in and become more involved. There are contests/giveaways that are run to encourage customers to make a purchase or return to their site.

Generally, these sites learn about my keyword searches and try to send me similar information. Also, the newsletter that they ask me to subscribe to inquires about my interests so they can send me relevant information that I may use, such as a sale, coupons, and such. As my interest change, so will the information being sent to me.

September 15, Monday

ivanwu — Tue, 16 Sep 2008 23:34:43 +0000

Today in class we discussed business models. The functions of a business model is to:

1) evaluate a customer’s needs and what the product does for them.

2) find an appropriate group to market to

3) how/where the product/service will be provided

4) how much it will cost to make the product and what kind of profit is to be made

5) where they stand against other competitors

6) setting a strategy to gain advantage over other competitors.

September 10, 2008, Weds.

ivanwu — Wed, 10 Sep 2008 05:16:02 +0000

Today we learned how the supply chain and information chain worked for Zara, Apple, and Dell. I learned what aspects of each company made them stand out and what advatanges they had over their competitors. I also learned that just because you have cheap labor from factories in other countries, it doesn’t mean that you are actually benefiting from it. The distance requires shipping, and that takes time. When the products are in transit, theres no time for last minute changes.

Apple’s Ipod have a higher market share over other Mp3/Music players because of their marketing towards the trendy and tech savvy young adults/adults. The stores gives off a community feel to it, everyone there wants to help you . It also has high functionality and consistency.
Dell succeeds through its high customization. All the parts are manufactured by them and all they need to do is piece them together to the customer’s needs. This makes it fast and efficient.

One last thing we learned today was RFID – radio frequencies. They can be used as motion sensors, great for security, or for temperature monitoring, to keep track of frozen goods.