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Chapter 11 – Roberts

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

Servel 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[age, it generates an entry. A hit is counted for each file on the page, no matter how many or how few (each graphic on a page is a separate file)  Server registers the IP address.
IP addresses can be Permanent, or Dynamic.

IP address of the requesting computer.

Date & time

Code indicating whether success or no

# of bytes transferred

Referring site

Type & version of web browser making request.

OS of PC making request.

Coded Web Page : a technique in which a small image, usually a 1 pixel GIF is placed on a webpage. Used in conjunction with a cookie. The image return data about user activity on the webpage.
Data may be more accurate,
Data collected by web bugs has smaller storage requirements, only stores relevant data.
Real time processing i s permited when data is collected this way, but server log data must be transferred to a separate anayltics system for batch processing. Cant be in reallity.  To collect detailed info about visitor activity tags must be used in conjunction with cookies.
PANEL DATA:
Recruit a statistically representative panel of internet users.
SIce is determined by traditional criteria.
Specialized software is downloaded onto participants computer to record clickstream data.
Software polls at regular intervals to upload data.
Benefites: source of data is unambiguous (which is often not with server logs)

A person who uses the internet from home and work are two separate people according to the server logs, carefully maintained data can overcome this issues.
The measuerment form can collect demographic and behavbioral data from panel househilds that can be very useful in reporting and analytics.
Primary job is to select metrics that can accurately evaluate the effectiveness of the web site.
I believe coded web pages are more useful, they require less data, and are of course much easier to use. 

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

Traffic measuer simply document site activity:

Hits = # of files requested
Impressions= # of X an ad banner is requested by a browser

Page views/deliveries: # of X a Wpage is Requested.
Sessions = Ammount of activity on a site during a specified period.
Click throughs: # of times visitors visit the site by clicking on an ad.
AUDIENCE: Measuere provide data about the people who visite the site
Visitors: # of people who visit a site
total includes multiple visits, unique is different people during a specified time.
Unindentified (anonymous) Identified: registered.

behaviour on the site: # of page views, sessions time, path through the site, shopping cart abandonment. entry page (many dont enter through the home page)

Campaign measueres provide data about the effectiveness of marketing efforts, by communications channel: email, mail , online, banners, and so forth
BY OFFER free shipping versus 25& off, search effectiveness by keyword.

COMMON METRICS FOLLOW: To be meaningful, all these measures must be taken during a specified period. That leads to an almost endless set of metrics that can be produced, depending on the needs of the marketer.
avareage # of visits per day. # of page views per month.  Average visitor session length last month.  Number of hits for each hour of the day.  Paid search results for the most recent 7 day period.

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

  Marketers focus on traffic, audience, and campaign metrics in order to provide information about the site visitors and to measure marketing campaign effectiveness.  These metrics are obtained from server reqest logs, coded pages, or from internet consumer panels.

  When there are branding objectives, marketing research is required to measure the attutudinal variables that are used to assess the effectiveness of branding efforts. both offline and online.

   

Explain the nature of the consumer adoption process.  How is it different from the concept of diffusion of innovations?
Customer adoption process – contant with a new product is
Awareness (interest is developed & evaluation with other products occurs)-interest-evaluation-trial-adoption-internalization.

The consumer primarily must become aware of the product then become interested.
Then perform some prepurchase evaluation, then try the product, either a s a consequence of a porchase or of a marketer sponsored promotion or incentive.
Two stages follow Trial, 1^st consumer must decide to purchase/continue purchasing the product(identified as adoption. internalization is a hard2 discern stage, in which the product has become part of the user’s life style.

 -Product with a techonoly component often require a substantial learning process. if it occurs then it can be internalized. It explains the customer’s behavior & how they will adapt to the product.
Diffusion Process:  consisted of innovation, comm channels, time, social system within which the innovation is spreading.
the life of a product over time.
Innovators, early adaptors, early majority, late majority, laggards.

Relative advantage: product benefits perceived as superior than existing products
Compatibility: consistency between new product & consumer’s perception.
Complexity: difficult to learn/use. TRiability: new prod can be tried.

Observability/communicability: new product’s benefits are evident.
the degree to which an innovative product or service possesses these characteristics determines the ease with which is adopted and diffused throughout the population. COMPLEXITY CAN RETARD THE DIFFUSION OF AN INNOVATION!!!!!
automobile & phone were slower to diffuse through the pop, unlike newer ones like Interweb & cells, or as the brits call ‘em Mobiles/

·      Define “pervasive computing” in your own words.  What changes is it likely to bring about in the way marketers approach the Internet?
Pervasive computing to me is when I can use devices in order to facilitate some task in order for me to function in a more faster and proper way.  according to the text it is the result of computing embedded in a variety of devices.
Ive been practicing pervasive computing since I first got my Handspring Prism that a friend gave to me in my teens, I would use it to store data like notes & contact information, as well as maps that i could retrieve when i mostly needed it, today my iphone is the central station and my connection to the world, it has completely internalized itself into my life, & i couldn’t survive without it.
implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks. Pervasive computing aims to enable people to increase personal and professional transactions with new intelligent and portable devices. It gives people convenient access to relevant information stored on powerful networks anywhere, anytime. “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.
Speedpass(rfid based payment system) British airways – mobile services such as flight schedules. Vegas – cell phone payment at parking meter.

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

context: providing necessary information when and where the customer needs or wants it. (dimensions= localization & Personalization)
localization: the location of the user can be identified and information specific to that location can be provided (beaming of info about atrractions in an area)
personalization: the customer can select not only the type of information desired but also the frequency of information provision. (consumer may want to be notified when certain stocks hit a specific price level)
Time sensitive: information must be provided at the time appropriate to the customer.
When the customer is about to pay they can be contacted at time& place of purchase. coupon)
high value: coupon will have to have reasonable value in order to make it welcome in the wireless context.
voice activation: good for driving, no use of hands.
one-click payment mechanisms: a system is which payment is easily and securely authorized and billed to a single account will be necessary to enable frequent use of m-commerce services (cons will not want to enter data on mobile keyboards, specially for micropaymentss)
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
privacy: protect personal data( like smart cards)
expanded permission marketing: what kind of information is consumers willing to receive, how often they are willing to receive transmissions, and where they are willing to receive it. Accurate customer database required that is updated in real time.
Remember wireless advertising may be more intrusive, marketers must be vigilant in trying to stop mobile spam!