1. Describe the similarities and differences between server log, coded page and panel data. Which do you think is the most useful?

Server log – record kept at the server level that records each file request from a website

Coded page – is a technique in which a small image, usually a 1 pixel tag or transparent GIF, is placed on a web page. Used in conjunction with a cookie on the user’s computer, the image returns data about user activity on the Web page.

Coded page > server log data:

More accurate data because the user’s I{ address may change during the session, causing the server to log to, in effect, record different visitors instead of the same visitor. Most browsers are unable to cache web pages, allowing them to be recalled without going back out onto the Internet. This speeds the visitor’s surfing session but it means that multiple requests for the same page in a single session are not recorded in the server logs. The data tags can also be programmed so that they do not recognize automated requests, like shopping bots. It is also possible to program the tags so that they do not return data unless the complete page is viewed.

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

When data are collected in this manner, it permits real-time processing and viewing of site metrics. Server log data must be transferred to a separate analytic system for batch processing. It can be made available quickly, but not in real time.

Panel data – Process for using panel data to generate site effectiveness: first, recruit a statistically representative panel of Internet users who agree to participate in the data collection

Panel data > server logs

Source of data is unambiguous, which it often is not with server logs

According to server logs, a person using Internet from work and home is two people but planned and maintained panel data can overcome the issue.

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.

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

Traffic: hits (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 through (the number of times visitors come to the site by clicking on an ad)

Audience: visitors (the number of people who visit a site), total includes multiple visits, unique (different people) during a specified time frame, unidentified (anonymous) or identified (registered customer), unduplicated audience (the visitors that are unique to a website), behavior on the site (number of page views, session time, path through site, shopping cart abandonment, entry page)

Campaign: by communication channels like email, mail, online banners, etc, by offer like free shipping vs. 25% off and search effectiveness by keyword

The way to choose the correct measurement metrics out of the plethora is to ask which ones are needed to measure the achievement of the site objectives.

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

CPM: cost per thousand advertising impressions, the primary pricing mechanism for many media including Internet

CPA: cost per action; a media pricing mechanism based on the number of visitors who take a specified action, for example, clicking through on an ad or making a purchase

CPC: Cost per click from an ad or referring website

These measures are all obtained via web metrics.

1. Explain the nature of the consumer adoption process. How is it different from the concept of diffusion of innovations?

The consumer adoption process is a generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service. The consumer must become aware of the product, develop interest, perform a pre-purchase evaluation, and then try the product, either as a consequence of a purchase or of a marketer-sponsored promotion or incentive.

First consumers must decide to purchase/continue purchasing the product, which can be behaviorally identified as adoption/ Internalization is where the product has become an integral part of the consumers’ lifestyle.

The diffusion process is a communications model and consists of four elements: the innovation, communication channels, time and the social system within which the innovation is spreading. It begins with innovators, early adopters, early majority, late majority and laggards. The concept shows a process that is normally distributed around a population mean. Product characteristics that affect the ease of generating trial and adoption include relative advantage, compatibility, complexity, trialibility/divisibility and observability/communicability.

The degree to which an innovative product or service possesses these characteristics determines the ease with which it is adopted and diffused throughout the population. Older products such as the automobile and telephone were slower to diffuse through the population than newer ones like the Internet and cellular phones. In this fast-paced environment, marketers must develop and successfully commercialize new products. However the consumer adoption process explains consumer behavior and how consumers adapt to a product, while the diffusion of innovations describes the life of a product over time.

1. Define “pervasive computing” in your own words. What changes is it likely to bring about in the way marketers approach the Internet?

The concept implies that a single person can have access to all their computing devices to assist in performing all sorts of daily tasks. It is a trend brought by the convergence of electronics via wireless technology and portable devises. The computer itself is invisible the used of embedded devices. It may accomplish an increasing number of personal and professional transactions using a new class of intelligent and portable devices. It gives people access to the information where needed.

RFID like PayPass. Wi-Fi, mobile services. These services will force marketers to prepare to meet customer needs for content wherever and whenever they need it. It means serving the needs of users one at a time, not communicating with segments of customers. It also means providing content and services when users desire them most, not when it is convenient for marketers. Access to Anyone who is Authorized Anything, Anywhere on Any Internet-enabled device. Being effective in this environment will require that databases be updated frequently if not actually in real time in order to meet customer needs for current content and transactions. The internet will expand marketers reach in medium like cell phones. However, barriers include cost, security, privacy and navigation difficulties. Wireless technology will require services to have relevant context (localization & personalization, time sensitive, high value, voice activation, one-click payment mechanism, security, privacy and expanded permission marketing in order to operate successfully. These are the strategic drivers.

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

Context- providing information when and where the customer needs and wants.

Localization- location of user can be identified and information specific to that location can be provided a consumer driving down the highway can be beamed info about attraction in the area.

Personalization- consumers can select not only the type of information desired but also the frequency of information like specific stocks and price levels, notified on cell phone.

Time sensitive- information that is provided at the time appropriate to the customer like coupons, can be saved or retained on the screen until the customer shows it at check out

High value- coupons having a reasonable value in order to make it welcome in the wireless context, coupons with high value

Voice activation- makes it safe

Once-click payment mechanisms- a system in which payment is easily and securely authorized and billed to a single account.

Security- user must be assured that data transmissions are secure and authentication services must be provided in a way that is suitable for the devices. Embedded devices that identify the owner are on possibility. Smart cards that can be inserted and removed to protect encoded information are anther.

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 on tech capabilities like geo locational services, protecting consumer data.

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

• Twitter
• BeatBlogging.org
• Yourpitchsucks.com

The most recent change in the PR industry is reaching out to the online editor and offline editor. Because many jobs have been cut, online and offline editors are most likely going to be the same person.

Principles of Marketspace Matrix Design:

• Choose levers to effect a change
• Determine which levers have the most leverage
• Consider barrier to advertisements
• Consider the medium’s effect on desired behavior
• Level of involvement matter
• Understand consumer learning trends
• Credibility of the channel matters
• The choice of levers must be consistent with positioning choice
• The medium can be the message or the produc
• Matrix design must be adaptive

Today we presented the answers to the branding questions assigned on Monday.  We discussed Amazon, the type of person who shops there, five key words we associate with the brand, et..  After that we talked about the lever selection processes, which includes the objective, positioning, the current relationship phase, the segment, and targeting.  We concluded with a look at ten marketspace matrix principles of design.

Distribution, price, product, community, communication all effect the brand. But branding is a two way relationship. The brand also effects the distribution, price, product, community and communication of a product or service. Brands are therefore used to enhance the effectiveness of all marketing activities.

Group work after discussion.

Summary: Toyota’s communications with employees reflects it’s culture of interdependence. The company encourages innovation in their employees by imposing contradictions and stresses the importance of social networking. The article elaborates on a few of its key contradictions, which includes:

• Toyota has a strict hierarchy, but it allows employees to push back
• Toyota moves at a snails pace, but at the same time manages giant leaps.
• Toyota is highly efficient yet uses it’s time in seemingly wasteful ways.
• Toyota is frugal, but is ready to splurge on key areas.
• A paradox: Simple communication co-existing with a complex social network.

Japan has bred some of the world’s most profitable and respected companies. Playing into the strategy of corporate contradictions might be worth a trial for some firms. But just remember, one size doesn’t always fit all.

Using eBay as an example. it’s basic service requires registration, auction formation, feedback and browse. Additional features include “Buy It Now” option, safe harbor for fraud protection, authentication to dispute resolutions, Escrow as a trusted 3rd party to hold the money transaction till the product is delivered and eBay’s direct pay without having to leave the site. eBay’s additional platform includes a motor section for cars, premier section, stores, Half.com and live auctions.

What are some of the Internet product levers can marketers use?

• Pre-sale support to customers
• Flexible fulfillment options
• Post-sale services
• Customer care
• Product bundles
• Complimentary product availability

The eBay community, as well as any other community, is a set of interwoven relationships build upon shared interest, which satisfies members’ needs otherwise unattainable individually.