E-Marketing Ch 6

8/10/2019 E-Marketing Ch 6

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E-Marketing

Dr. Karim Kobeissi


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Chapter 6: E-Marketing Research


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Keywords: Data Vs InformationData consists of R! "C#$ and "I%&RE$' Data is a

()i*ding (*ock' !hen that data is organi+ed or

interpreted into sets according to conte,t it pro.ides

information' "or e,amp*e recording the temperat)re

of yo)r c*assroom contin)o)s*y o.er a set period is

data co**ection' "rom that data information may (e

deri.ed s)ch as the highest *owest and a.erage

temperat)res o.er that period' Both data and

information are used to attain knowledge.


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Keywords: Management Information $ystem /MI$0

Management Information System (MIS) (road*y refers to a

comp)ter-(ased system that pro.ides managers with the too*s to

organi+e e.a*)ate and e1cient*y manage departments within an

organi+ation' In order to pro.ide past present and prediction

information a management information system can inc*)de

software that he*ps in decision making data reso)rces s)ch as

data(ases the hardware reso)rces of a system decision s)pport

systems peop*e management and pro2ect management

app*ications and any comp)teri+ed processes that ena(*e the

department to r)n e1cient*y'


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Keywords: "oc)s %ro)p

focus grou is a gro)p of peop*e

assem(*ed to participate in a disc)ssion

a(o)t a prod)ct (efore it is *a)nched or to

pro.ide feed(ack on a po*itica* campaign

te*e.ision series etc'


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3est*e 4)rina 4etCare wanted to knowwhether their !e( sites and on*inead.ertising increased o5-*ine (eha.ior'

3est*e 4)rina de.e*oped research7)estions: re o)r ()yers )sing o)r (randed !e(

sites8

$ho)*d we in.est in other !e( sites8

If so where sho)*d we p*ace thead.ertising8

#he 4)rina $tory


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#he 4)rina $tory /con0

#hey com(ined on*ine and o5-*ineshopping pane* data and fo)nd that: 9anner c*ick-thro)gh rate was *ow /'6;0'

hea*th and *i.ing sites recei.ed the

most .isits from their c)stomers'


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Data Dri.e $trategy

Information o.er*oad is a rea*ity for cons)mersand marketers a*ike'

E-marketers m)st determine how to gain

insights from (i**ions of (ytes of data to )pdate

marketing strategy'

4)rina?s e-marketers for e,amp*e sorts thro)ghh)ndreds of mi**ions of pieces of data a(o)t

@


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"rom Data to Decision: 4)rina


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Know*edge management is the process of managing

the /a0 creation /(0 )se and /c0 di5)sion of know*edge'

Data information and know*edge are shared with

interna* decision makers partners channe* mem(ers

and sometimes c)stomers'

marketing know*edge data(ase inc*)des data a(o)t

c)stomers prospects and competitors'

Marketing Know*edge Management


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#he Marketing Information $ystem /MkI$0

E-marketers )s)a**y )se a Marketing

Information System(MkIS) which is a

Management Information $ystem /MI$0

designed to s)pport marketing decision

making'


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Most Common Data Co**ection Methods


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$o)rces of Data

#he three main so)rces of data that e-

marketers )se to address research

pro(*ems are:


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$o)rce


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$o)rce @: 4rimary Data !rimary datais data that has (een

co**ected specia**y for the p)rpose in mind' #his type

of data are genera**y origina* and co**ected for the Brst

time'

#he Internet and other techno*ogies faci*itate rimary

data co**ection:

Marketers )se the 3et to co**ect primary data

thro)gh on*ine s)r.eys on*ine foc)s gro)ps


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$ o ) rc e : $ e c o n d a r y D a t a Secondary datacorrespond to data co**ected and

recorded (y someone e*se prior to and for a p)rpose

other than the c)rrent pro2ect '

Secondary data pro.ide information a(o)t competitors

pop)*ation demographics economic en.ironment etc'

*tho)ghsecondary data can (e co**ected more 7)ick*y

and *ess e,pensi.e*y than primary data it may not meet

e-marketer?s information needs: Data was gathered for a di5erent p)rpose'

)a*ity of secondary data may (e (iased'

Data may (e o*d'


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4)(*ic and 4ri.ate Data$o)rces

4)(*ic*y generated data &'$' 4atent 1ce CI !or*d "act(ook

merican Marketing ssociation

!ikipedia

4ri.ate*y generated data com$core

"orrester Research

3ie*sen>3etRatings

Commercia* on*ine data(ases


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4rimary Research $teps


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d.antages F Disad.antages of n*ineResearch


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Ethics of n*ine Research

Companies cond)cting research on the !e(often gi.e respondents a gift or fee for

participating'

ther ethica* concerns inc*)de:

Respondents are increasing*y )pset at getting )nwe*come e-

mai* re7)ests for s)r.ey participation'

G=ar.estingH of e-mai* addresses from newsgro)ps witho)t

permission'

G$)r.eysH for the so*e p)rpose of ()i*ding a data(ase'

4ri.acy of )ser data'


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Monitoring #he $ocia* MediaCompanies m)st now monitor n)mero)s we( pages

(*ogs and photo sites in order to *earn what is (eing

said a(o)t their (rands or e,ec)ti.es'

Companies can hire 4R Brms or on*ine rep)tation

management Brms to he*p'

#hey can a*so set )p a)tomated monitoring systems

)sing e-mai* R$$ feeds or specia* software'

%oog*e o5ers e-mai* a*erts for se*ected keywords'


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%oog*e *ert for G)dy $tra)ssH 3ame


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ther #echno*ogy-Ena(*ed pproaches

C*ient-side Data Co**ection Cookies

&se 4C meter with pane* of )sers to track the

)ser c*ickstream'

$er.er-side Data Co**ection

$ite *og software

Rea*-time proB*ing tracks )sers? mo.ements

thro)gh a !e( site'


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Rea*-$pace pproaches

Data co**ection occ)rs at o5-*ine points of

p)rchase'

Rea*-space techni7)es inc*)de (ar code

scanners and credit card termina*s'

Cata*ina Marketing )ses the &4C scanner

for promotiona* p)rposes at grocery

REJ $4CE D# CJJEC#I3 F $#R%E


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REJ-$4CE D# CJJEC#I3 F $#R%EEM4JE


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Marketing Data(ases F Data !areho)ses

4rod)ct data(ases ho*d information a(o)t prod)ct

feat)res prices and in.entory *e.e*sL c)stomer

data(ases ho*d information a(o)t c)stomer

characteristics' Data wareho)ses are repositories for the entire

organi+ation?s historica* data not 2)st for marketing

data'

$oftware .endors are attempting to so*.e the we(site

maintenance pro(*em with content management

systems'

* i d i i ( i


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D a t a n a * y s i s a n d D i s t r i ( ) t i o n

"o)r important types of ana*ysis for

marketing decision making inc*)de:


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@- C)stomer 4roB*ing

"ustomer ro#lingis away to create a portraitof yo)r customerstohe*p yo) make designdecisions concerningyo)r ser.ice'

No)r customers are(roken down into gro)psof customerssharingsimi*ar goa*s and

characteristics and eachgro)p is gi.en arepresentati.e with aphoto a name and a

description'

R " M n a * y s i s


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- R " M n a * y s i s

$%Mis a method )sed for ana*y+ing c)stomer .a*)e' R"M stands for

$ecency - How recently did the customer purchase?

%re7)ency - How often do they purchase?

Monetary Va*)e - How much do they spend?

Most ()sinesses wi** keep data a(o)t c)stomer p)rchases' ** that is needed

is a ta(*e with the c)stomer name date of p)rchase and p)rchase .a*)e'ne methodo*ogy is to assign a sca*e of < to


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- Report %enerating

Report generating

softwares are )sed to

ana*y+e

.ario)s data(ase

so)rces /e'g' e,ce*

ccess '''0 and

generate h)man-

now e ge anagemen


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now e ge anagemenMetrics#wo metrics are c)rrent*y in widespread

)se:

RI: tota* cost sa.ings di.ided (y tota* cost of

the insta**ation'

#ota* Cost of wnership /#C0: inc*)des cost of

hardware software *a(or and cost sa.ings'

E-Marketing Ch 6

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