Server Request logs record the IP address, date & time, code showing if successful or not, #of bytes transferred,etc.  Coded pages track visitors web sites.  Panel data is a software which records clickstream data with an unknown source.  It measures home & work for the person including demos and lifestyles.  They all record activities of a web site.  But SL records the info on the server side while coded data records info from the browser side.  Codes pages better because IP addresses changes which might give error results from the same visitor counted more than once. Codes pages gives real time of info on the site metrics.  Server log data can be quick but cannot do this.  Panel data the data is unknown, not good, but other info is significant like demos.

Basic metrics are site traffic, hits, page views, visitors, unique visitors, and impressions.  They’re essential in internet marketing development.

Clickstream is a significant source of information.  Traffic & Audience Measures for Marketing decisions.

Marketers must develop strategies to give customers fast and quality service.  Human expertise + information systems = knowledge from information

Marketers are interested in a narrower set of activates that focus on integrating front-and back-office services and delivering information to customer service personnel and decision makers when and where they need it.

They are connected about customer experience and realize they must deliver it seamlessly through multiple channels at times and places demanded by the customer. This requires marshalling all the resources of the enterprise to create usable knowledge from the multiple types of customer data and the expertise of best workers.

 Knowledge management in marketing enable human agents to do their work better, faster, and in a way that provided maximum customer satisfaction, al creates automated systems that perform at least as well as the most skilled human agent

Info from Notes Dec.8th Blogger

1. Use mock scenario – use data from company to find patterns of service questions.  Find solutions to help prevent these issues. 
2. Fulfill common requests before customers ask and make service available to entire value chain. 
3. Use “seamless escalation” for the service process.  Skip any info that doesn’t help the need of the customer, just get to the point. 

Customer Service Evolution

Live Customer Service (Telephone) à Web customer Service à ACS (Push Technology

                                                                                                & Rule Based Automation)

Customers want:

-                     Timely Response

-                     Informative Content

-                     Real Person

-                     Product Information

-                     24 hour availability

He says given the current economic conditions, he’s using the funds for his startup.  He must be doing something right.  Just 2 years ago, he made a million dollars selling pixels at a $1 each at milliondollarhomespage.com

See where good thinking can get you.

“Ours is the first time that 100GbE service is going over one 100gig wavelength.”   This is mean fast advanced technology. 

Check out internetnews.com

That means much of your vital data is not just at your home, at the office or in your wallet, but can easily be accessed by hooking up to the huge memory of the Internet “cloud” with portable devices.

Expansion came after companies such as Google Inc offered free programs similar to Microsoft’s Word and PowerPoint, using an ordinary PC hooked up to the Internet, or a wireless handheld computer, or phone such as Apple Inc’s iPhone. Nowadays you can shoot a photo with your mobile phone and email it to a free photo-editing site such as Picnik.com. Rearden Commerce offers a “personal assistant” that manages airline bookings and restaurant reservations via Research in Motion Ltd’s BlackBerry device.

Adoption Process.  It starts from first finding out about the product or service and hopefully ending at that person making an actual purchase.

Consumer go through five stages in the process of adopting new product.

Awareness : The consumer becomes aware of the product but lacks information about it.

Interest :  The consumer seeks information about the new product.

Evaluation : Consumer consider whether trying the new product makes sense.

Trial : The consumer tries the new product on a small scale to improve his or her estimate of its value.

Adoption : Consumer decides to makes full and regular use of the new product.

Internalization: The product becomes internalized and an integral part of the consumer’s life.  *Technology – consumers must be willing to learn complex devices/software, etc.  for product to be a success.  i.e. learning to use computers.

This model suggests that the new products marketer should think about how to help consumer move through these stages.  The most difficult stage that last one because this stage will ensure repeat consumers and loyalty.  These consumers interrelate with your brand and representation.

The concept of diffusion of innovations is different in that it relates to the processes the innovation goes through.  It travels through channels over time among a population. 

Innovators are the first to adopt and display behaviour that demonstrates that they likely to want to be ahead, and to be the first to own new products, well before the average consumer. They are often not taken seriously by their peers. The often buy products that do not make it through the early stages of the Product Life Cycle (PLC).

Early adoptors are also quick to buy new products and services, and so are key opinion leaders with their neighbours and friends as they tend to be amongst the first to get hold of items or services.

The early majority look to the innovators and early majority to see if a new product or idea works and begins to stand the test of time. They stand back and watch the experiences of others. Then there is a surge of mass purchases.

The late majority tends to purchase the product later than the average person. They are slower to catch on to the popularity of new products, services, ideas, or solutions. There is still mass consumption, but it begins to end.

Finally, laggards tend to very late to take on board new products and include those that never actually adopt at all. Here there is little to be made from these consumers.

There are a number of examples of products that have gone through the adoption process. They include Ipods or DVD players (or even video players and digital watches). Initially only a small group of younger or informed, well off people bought into these products. Opinion leaders, or the early adoptors then buy the product and tend to be a target for marketing companies wishing to gain an early foot hold. The early majority are slightly ahead of the average, and follow. Then the late majority buy into the product, followed by any laggards. New adoption process or curves begin all the time. Who knows what will happen with solid state technology or Internet purchases of media?

Pervasive computing is the notion that an individual is connected to a multitude of technology connected to the environment.  It is trend that we are now hitting the “wireless” age.  These devices are in our cars, cell phones, ipods, etc. – interconnected networks.  This is the future of our environment and technological advances.  It changes everything.  For example Speedpass by Exon Mobil – ease and speed of payment.  We have EZ-Pass in NYC.   Did you know we have wireless parking meters in Las Vegas?  No more coins are needed, use your cell phone.  Soon we will have micro chips embedded in our skin and currency will be history.

The strategic drivers of wireless technology:

Context – giving customers the information they need when and where they want.  Customers have upper hand not marketers. 

Localization – The location of the user can be known and specific information will also be found wherever you travel.  

Personalization – Consumer can choose type and frequency of information.  i.e. stocks and prices.

Time Sensitive: Info must be given to customer’s timeframe, not marketer.  Ie. Giving a person a coupon to use for future use.

One-click payment mechanisms – credit cards can be scary to store online…ie. Amazon one click paymt.  More secure and encrypted. 

Voice activation – solution to many situations ie. Car headsets, GPS, alarm systems.

From the physical world to the virtual market, businesses go through different stages in the transformation to e-commerce.  Dell and Zara substitute virtual activities for physical ones making transactions easier and valuable to customers.  Dell’s “just in time” environment provides performance that entails production and ordering to merge, saving time and money. 

Creating a virtual value chain:

Visibility – i.e. Frito handheld order computers created value through monitoring inventory, faster order processes which entail faster shipments. 

Mirroring – Real time views of the supply chain.  Fed Ex software for customers to schedule and track packages.  Fed Ex lowered calls on orders, less admin., lower costs to company.

Value – improved services, quicker and faster delivery of goods/services.

Organic search uses a spider program is how pages get into the search index.  It literally crawls the home page of your website looking to match the given search request.  With paid search (the advertising side) it starts with a match query (how many words/languages, etc).  Then the ad database (buying an ad) is different from organic (using seach index).  It then ranks the matches.  This is the tricky part.  It is not only based on how much you “bid” on a certain word/phrase, it also matters on your click thru rate (% of actual people clicking on your link).  This all determines what place in line your business will come up when words matching your site are found.  Besides these few difference, organic and paid search are almost the same.

Organic search processes are better in that (1) no per click fees to pay (2) you control your content, so you can write it to match.  There are even specific industries you can be in i.e. IT.com. 

So when setting up your website to be search, remember the Goldi Locks Principle- Search words should not be too hot, nor too cold…but just right.

There are 2 differences between business models vs Revenue Models.  Wall St. Journal has revenue through Subcription type model as opposed to Amazon for which revenue comes through commission associates and advertising.  Conceptually with regard to revenue, we question whether the basic economic model will hold.  The answer is yes. We discussed auctions which prequality customers for a fee.  The customer benefit — saves money on auction.  But I am confused on this example.

I found interesting how many e-commerc sites create new markets, the more information a site generates, the more business opportunities arise.  The more targeted – the more opportunity is created – more revenue. 

Internet is an interactive tool, a unique median in that gives almost unlimited information.  It is a media too, you get it instantly.  We require 3 things from our customer – to acquire, convert and retain them.  The critical strategy elements from a direct response perspective are the offer, email list, media, service/suport and creative exeution.   We build Customer Lifetime Value (loyalty, good customer servie and brand recognition.  As we know, it is far less expensive to retain existing customers then to acquire new ones. 

Lastly I learned about switching costs and how to test market research differences.  Quetions like Who is my target market, who gets exposure, and you need control and one modification.  It will tell us what people will buy which in turn is priceless statistical information.  It tells us why we buy certain things.  These may be simple but critical questions helping us solve issues like testing cost effectiveness.