Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM403-E-Marketing E marketing Management Module 4 Important Lecture Notes (MBA Study Material Notes)
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
Targeting strategies
? Undifferentiated marketing
? Mass marketing strategy, common to all
? Differentiated marketing
? Marketing to chosen segment
? Micro marketing
? Mass customisation
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
Targeting strategies
? Undifferentiated marketing
? Mass marketing strategy, common to all
? Differentiated marketing
? Marketing to chosen segment
? Micro marketing
? Mass customisation
Positioning
? Strategies
? Product or service attribute
? Size, colour, speed
? Amazon?s one-click check-out
? Technological Positioning
? Cutting edge technology
? Preference to frequent customers
? User categories
? Kellogg?s has an interactive site for children
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
Targeting strategies
? Undifferentiated marketing
? Mass marketing strategy, common to all
? Differentiated marketing
? Marketing to chosen segment
? Micro marketing
? Mass customisation
Positioning
? Strategies
? Product or service attribute
? Size, colour, speed
? Amazon?s one-click check-out
? Technological Positioning
? Cutting edge technology
? Preference to frequent customers
? User categories
? Kellogg?s has an interactive site for children
Positioning - Strategies
? Integrative positioning
? Jewellery and hospitals
? Web travel agencies can move market share to hotels that give them
discounts.
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
Targeting strategies
? Undifferentiated marketing
? Mass marketing strategy, common to all
? Differentiated marketing
? Marketing to chosen segment
? Micro marketing
? Mass customisation
Positioning
? Strategies
? Product or service attribute
? Size, colour, speed
? Amazon?s one-click check-out
? Technological Positioning
? Cutting edge technology
? Preference to frequent customers
? User categories
? Kellogg?s has an interactive site for children
Positioning - Strategies
? Integrative positioning
? Jewellery and hospitals
? Web travel agencies can move market share to hotels that give them
discounts.
Differentiated strategies
? Site environment
? Easy loading. Portrays accurate information.
? Clear about product shown
? Home page
? Marketing the intangible Tangible
? Virtual tours
? 3-d images
? Image enlargement and trail downloads
? Building Trust
? Strong brand recognition
? Privacy policies
? Safe and encrypted payment
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
Targeting strategies
? Undifferentiated marketing
? Mass marketing strategy, common to all
? Differentiated marketing
? Marketing to chosen segment
? Micro marketing
? Mass customisation
Positioning
? Strategies
? Product or service attribute
? Size, colour, speed
? Amazon?s one-click check-out
? Technological Positioning
? Cutting edge technology
? Preference to frequent customers
? User categories
? Kellogg?s has an interactive site for children
Positioning - Strategies
? Integrative positioning
? Jewellery and hospitals
? Web travel agencies can move market share to hotels that give them
discounts.
Differentiated strategies
? Site environment
? Easy loading. Portrays accurate information.
? Clear about product shown
? Home page
? Marketing the intangible Tangible
? Virtual tours
? 3-d images
? Image enlargement and trail downloads
? Building Trust
? Strong brand recognition
? Privacy policies
? Safe and encrypted payment
Differentiated strategies
? Pricing
? CRM
? Enhancing the experience
FirstRanker.com - FirstRanker's Choice
E-Marketing Research
Module 4
Other approaches
? Monitoring social media
? Technology enabled Approaches
? Real-space approaches
Monitoring Social Media
? Data mining ? post on blogs & social media
? Online communities- open communities and closed communities
? Social media interface ? researchers recruit respondents to participate in discussion.
Technology ? Enabled Approaches
? Client-Side Data Collection
? The data collection actually takes place between the browser and the remote
data collection server.
? Server-Sided Data collection
? Amazon.com, through collaborative filtering software, keeps track of books
ordered by customers and makes recommendations based on customer?s
trends.
Real-Space Approaches
? To gather information offline that is subsequently stored and used in
marketing databases to be used for e-marketing
? Bar code scanner and credit card terminals, smart cards
? This offline information's will be combined with online information.
Marketing Data Base & Data Warehouse
Various Marketing Data Bases
? 1 Product Database:
? Information about product features, prices and inventory levels.
? 2 Customer Database:
? Track of each customer
? What he has purchased?
? Responses
? Complaints
? It is used to build customer relationships
Various Marketing Data Bases
? 3. Transaction Processing Database:
? It refers to the adding, changing, deleting or looking up of a record in a data
file or database by entering the data at a terminal or workstation.
? Trading stocks online
? ATM
? Online bill payments.
p
?Data analysis and Distribution
? Data mining
? Customer proofing
? RMF (Resource Measurement Facility)
? REPORT generation
Customer profiling
? Building a description of customers or a set of customers, that
includes their characteristics, location and behaviour.
? Segment them based on their gender, age, work, their family size and
how, why and what they spend money on.
? Through this marketers can really understand who buys particulars
products and how they react to promotional offers and pricing.
RFM ( Recence, Frequency and Monetary)
? It is an marketing technique used to determine
? Quantitatively which customers are the best by examining how a
customer has purchased recently,
? How often they purchase frequency and how much the customer
spends monetary.
? This process responsive, saving promotional costs, and increasing
sales
Report generation
? Report generators, on other hand automatically create easy-to-read,
high quality reports from data warehouse or cloud information on a
regular basis.
Knowledge Management Metrics
? A metric is a quantitative measure of the degree to which a system,
entity or processes a given attribute.
? The most commonly reported metrics related to usage, such as the
number of searchers, hits on an articles, downloads, visits, comments
and edits.
The two KM metrics
? ROI
? Total cost of savings divided by total cost of the installation
? TCO- total cost ownership
? all the hidden costs involved in purchasing IT products.
? Cost savings by web server downtime and labour requirements.
Consumer Behaviour Online
? Market stimuli
? Product price place promotion
? Other Stimuli
? Societal technological economical political and legal
? Buyers response
? Product/brand choice
? Dealer/website
? Purchasing timing
? Frequency
? Amount
Factors influencing Buying Behaviour
? External environment
? Legal
? Vendors trust
? Competitors
? Demographics
? Age, gender, education, and income
? Personal characteristics
? Need, internet knowledge & cultural environment
? Vendor/service
? Website quality
Steps in online buying behaviour
? Assignment
Online target marketing STP Approach
STP
? Segmentation
? Targeting
? Positioning
Segmentation-Bases
? Demographic
? Gender, age, income
? Psychographic
? Personality values, Lifestyle, interest and opinion
? Behavioural
? Benefits, occasion, frequency and usage status
? Others
? Technical ? mail, IP address
? Contextual - who like to buy what
? Search - sell them what they want
Targeting
? Most profitable customers
? Large companies
? Customers that are difficult to reach using other media
? Customers that are brand loyal
Targeting strategies
? Undifferentiated marketing
? Mass marketing strategy, common to all
? Differentiated marketing
? Marketing to chosen segment
? Micro marketing
? Mass customisation
Positioning
? Strategies
? Product or service attribute
? Size, colour, speed
? Amazon?s one-click check-out
? Technological Positioning
? Cutting edge technology
? Preference to frequent customers
? User categories
? Kellogg?s has an interactive site for children
Positioning - Strategies
? Integrative positioning
? Jewellery and hospitals
? Web travel agencies can move market share to hotels that give them
discounts.
Differentiated strategies
? Site environment
? Easy loading. Portrays accurate information.
? Clear about product shown
? Home page
? Marketing the intangible Tangible
? Virtual tours
? 3-d images
? Image enlargement and trail downloads
? Building Trust
? Strong brand recognition
? Privacy policies
? Safe and encrypted payment
Differentiated strategies
? Pricing
? CRM
? Enhancing the experience
? https://www.youtube.com/watch?v=hpRV3RSafcc&list=PLLIjW3_URz
698VuidwuhvAFUIdOO3grdD&index=2
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This post was last modified on 18 February 2020