ECT 455/HCI 513 E-Commerce Web Site Engineering

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ECT 455/HCI 513 E-Commerce Web Site Engineering

• Online Marketing
• Site Promotion and Evaluation

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Agenda

• Market News
• Review B2B
• Branding, Marketing and Advertising
• Web Site Promotion
• Web Site Evaluation
• Web Site Cost Analysis
• Deliverable E

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Branding

• What is Brand?
• Name, logo, symbol, user experience?
• Brand Equity
• The value of tangible and intangible items
• Customer perceptions, loyalty
• Transferable to the Web
• Internets role
• Further enhancement
• Multi-channel
• Monitoring (ewatch)

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Marketing Strategies

• Targeted Advertising vs. Broadcasting
• Focused ads via keyword search (Lycos)
• narrow-casting, one-way
• Push vs. Pull Model
• Push banner ads, email solicitation Webcasting
  Intranets
• Pull two-way, need-based advertising search
  engines interactive personalized ads

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Keys to Online Marketing Success
Demographic and behavioral targeting Ensures the
investment is pointed in the right
direction Real-time, standardized
reporting Enables one to optimize
on-the-fly In-depth post-click reporting Leads
to refined programs and stronger ROI One-to-one
remarketing Creates a relationship with the
consumer
Source DoubleClick
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Dell Closes the Loop
Objective To sell product and focus online
marketing dollars on activities that generate
sales.

• Results
• adjusted strategic goals
• redirected marketing dollars
• moved more product relative to marketing
  expenditures

Source DoubleClick
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Types of Internet Advertising

• Banner Ads
• Selling Advertising to Consumers
• Web Storefronts
• Non-conventional Means
• Product review or endorsement on newsgroups
• Soliciting listings from search services
• Soliciting and exchanging web link
• Providing product-oriented mailing lists and
  e-mail updates

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E-Mail Direct Marketing

• Inexpensive and effective way to target potential
  customers fast turnaround
• Personalization personalized email to target
  product offers based on customers interests or
  past purchases to improve response rate
• Opt-in email permission based marketing
• To improve customer service.
• Combined with traditional direct marketing
• Services Digital Impact, Boldfish

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Banner Advertising

• Banner ads and panel Ads
• Bandwidth hogs delay downloading
• Measures for Advertising fees
• impressions, hits, qualified hits, visits
• click-throughs (adclicks)
• Effective Marketing Mechanism?
• Buying and selling banner advertising
  pay-per-performance (DoubleClick)

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Measures of Online Advertising

• Ad Impression
• Visit (Page View)
• Click-Through
• Page Impression (Hit Counts)
• Unique Visitors
• Reach

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Costs for Online Advertising

• Gross Exposure CPM-- Cost per thousand
  impressions (underestimated)
• e.g. 20,000/1 m impression X1000 20
• Click Rate Cost per Click (CPC), clickthrough,
  number of clicks /cost of the ad campaign
• Conversion purchase/clicktrough
• Examples
• 35/CPM 5/clickthrough 25/conversion

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Ad Targeting

• Track ads across a network of sites
• Monitoring who is clicking on the ads, how often,
  and whether the ads actually lead to sales
• User profiles on demographics, tastes, email
  addresses to improve targeting
• Services DoubleClick, Engage

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Affiliate Programs

• Forrester Research by 2003 affiliates will
  generate 21 of online retailers revenue (13 in
  1999)
• Pay-per-click model click-through
• Goto.com, matchmaker
• Pay-per-lead model qualified leads
• Mailsweeps.com
• Pay-per-sale model commission of sales
  (Express.com)
• Multi-tiered Model
• Merchants -gt 10 subaffiliates and 5 affiliates
• CPM (Cost-per-thousand) model
• Examples Amazon

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Promoting a New Site

• Rollout Promotion
• Register URL with search engines, embed keyword
• Include the site address in publications
• Inform distribution channels
• Award programs (netincentives)
• Points-based promotions
• (mypoints)
• New Releases
• Marketing through affiliates

• Ongoing Activities
• Include URL
• Adding site content to generates more search
  engine hits
• Traditional promotion
• Reciprocal links
• Newsgroups
• Purchase hot links
• Online coupons (free2try)
• Discounts (ipromotions)
• Domain name Reg.
• www.iana.org internic.net ripe.net apnic.net

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Search Engines

• Web Robots http//info.webcrawler.com/mak/projects
  /robots/robots.html
• Purposes
• Collecting information
• Provide Indexing
• databases
• Directory vs. Search Engines
• Search-Engine Registration
• searchenginewatch

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Creating Spider Food

• determines the relevance of the Web pages info
  and keywords (ranking)
• Listing all the key words
• Home Page Title
• lttitlegt These Are the Most Important Words to a
  Search Engine! lt/titlegt
• Meta Tag
• Add a ltdescriptiongt on your page
• First Paragraph most important
• Proximity
• (Tennis shoe style gt shoes for tennis)
• Spider Repellent (robots.txt)

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Tracking and Analyzing Customer Data

• Tracking devices User ID card (embedded URL),
  click-through banner advertisement, Web bugs
  (clear GIFs)
• Log-File Analysis WebTrends
• Data Mining Uncover patterns in customer data to
  improve CRM and marketing campaign
• Datadistilleries, appliedmetrix
• Customer Registration
• Cookies
• Drawback can be altered, browser specific, cant
  recognize multiple users

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E-CRM

• Customer acquisition costs 34, online 70 (BCG)
• Repeat customers 57 more revenue longer
  lifetime value
• It takes 2.5 years for a regular amazon customer
  to yield a profit
• Call Handling
• Sales Tracking
• Transaction Support
• Personalization and customization of customers
  experience and interactions with a Web site, call
  center, and methods for customer contact

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Using Push Technology
1. Initial permission-based Registration with Site
4. Customer Database Collection Segmentation
2. Web page request
Web Page Server
Web Browser Cookie 132896
3. Cookie Identification
5. Dynamic Data
6. Personalized Web Site
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Personalization

• Uses information from tracking, mining and data
  analysis to customize a persons interactions
  with a companys products, services, Web site and
  employees
• Collaborative filtering (Recommender System)
• Compare a present users interests with those of
  past users to offer recommendations
• Example berkeley
• Rules-based personalization based on the
  subjection of a users profile to set rules or
  assumptions. Excite.com (My excite start page
• Intelligent Agents

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Web Effectiveness

• How are people finding my site?
• Which pages are linking to mine?
• Which types of errors are occurring?
• How may times have people requested something
  that returned an error?
• Which browsers are people using to view my site?

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Web Effectiveness

• What pages are being viewed most often?
• Has my site been getting busier lately?
• How have the access trends been for a certain
  page?
• How many bytes are being transferred?
• Which directories are being access the most?
• When are people visiting my site?

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Site Usage Analysis

• Site and page hits
• General site activity and growth
• Use statistics -- time of day, day of week, and
  month/season
• Caching--browser, proxy
• Users
• Domain and user spikes
• Single vs. Multi-Visit
• visit length
• Language and geography patterns
• Errors and Alerts
• Site Reliability

• Sessions
• Entry and exit points
• Common paths
• Date and Time Stamps
• Date and time patterns
• Site activity and responsiveness by hour, day,
  and week
• Other Access
• No. of search engines attempting to index the
  site
• Search engine keywords
• Referring sites
• Limitation of Log Analysis

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Impact Measures

• Cost Reduction
• Printing and postage avoidance
• Communication Expense Avoidance
• Headcount Expense Avoidance
• Facilities and Capital Expense Avoidance
• Tax Avoidance or reduction

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Impact Measures

• Revenue Growth
• Increased Sales of Existing Products or Services
• Increased Sales of New Internet-based Products or
  Services
• Improved Customer Satisfaction
• Improved Surveys or Customer Evaluations
• Changes in Complaint Levels
• Quality Improvements
• Addressing Other Business/Customer Needs

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Collecting Audience Information

• Formally through surveys -- pre- and post-site
  implementation
• Informally through e-mails -- an opportunistic
  measure
• E-mail page email embedded in forms
• Motivationally through site incentives --
  proactive
• Downloads, Coupons, Quizzes

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Cost, Costs, and More Costs

• Cost Factors
• bandwidth options
• web server platform
• business publishing
• network security
• full annual cost for an intranet client
• building interactive applications
• content maintenance
• people

• Catalog/search engine software
• Payment software
• Types of Costs
• Predictable
• Soft Costs/Savings
• Hidden Costs
• Generational Costs