Web engagement: connecting to customers in e-business
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Addison-Wesley
2000
|
| Ausgabe: | 1. print. |
| Schriftenreihe: | Addison-Wesley information technology series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIV, 196 S. Ill. |
| ISBN: | 020165766X |
Internformat
MARC
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| 100 | 1 | |a Zoellick, Bill |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Web engagement |b connecting to customers in e-business |c Bill Zoellick |
| 250 | |a 1. print. | ||
| 264 | 1 | |a Boston [u.a.] |b Addison-Wesley |c 2000 | |
| 300 | |a XXIV, 196 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Addison-Wesley information technology series | |
| 650 | 4 | |a Unternehmen | |
| 650 | 4 | |a Business enterprises |x Computer networks | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Internet | |
| 650 | 0 | 7 | |a E-Mail |0 (DE-588)4191427-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Electronic Commerce |0 (DE-588)4592128-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Website |0 (DE-588)4596172-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Electronic Commerce |0 (DE-588)4592128-3 |D s |
| 689 | 0 | 1 | |a Website |0 (DE-588)4596172-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a E-Mail |0 (DE-588)4191427-2 |D s |
| 689 | 1 | 1 | |a Electronic Commerce |0 (DE-588)4592128-3 |D s |
| 689 | 1 | |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009032663&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804128015003680768 |
|---|---|
| adam_text | Contents
Foreword xv
Preface xvii
The Problem xviii
The Book s Purpose xviii
Who Should Read This Book xix
How the Book Is Organized xix
B2BandB2C XX
Acknowledgments xxi
About the Author xxiii
IBIHHIWI BECOMING A WEB BUSINESS 1
Objectives of This Chapter 1
Build It, They Come, They Leave 1
Promise: New Growth from the Web 2
Perplexity: Running a Web Business 4
Surprise: Seeing the Web Business as Others See You 4
A Continuing Story 7
Lessons from CPS 7
Web Engagement 9
Key Ideas 10
BBHHIM GETTING THE BIG PICTURE 11
Objectives of This Chapter 11
A Few Basic Questions 11
Where Do Log Files Come From? 12
What Is in a Log File? 14
The Content of a Log File Record 15
Records Associated with the Initial Request 15
Some Implications 17
Following the Actions of a Single Visitor 18
Questions about Visitors 22
ix
x Contents
Where Do They Come From? 23
Referrer Information in Log Files 23
Search Terms Used to Reach Your Site 24
Other Log File Extensions 25
Summary 26
Key Ideas 28
Further Reading 28
IWWH1K1 ANSWERING THE BASIC
QUESTIONS 31
Objectives of This Chapter 31
Putting Log File Analysis to Use 31
Focusing on Key Questions 32
How Much Use Is the Website Getting? 33
What Parts of the Site Get the Most Use? 34
How Do People Find Out about the Site? 35
Is the Site Functioning as Expected? 37
Summary 39
Key Ideas 40
WIHIHBI GETTING MORE FROM
WEBSITE DATA 41
Objectives of This Chapter 41
Visits 41
The Visitor s IP Address 44
Pulling In Other Information 47
Referrer Information Used to Reconstruct a Visit 48
Other Approaches to Constructing Visits from Log Files 48
Use of Cookies 49
Registration 50
Operational Considerations 51
Overview of the Log File Analysis Process 51
Implications 53
Summary 54
Key Ideas 55
Contents xi
IMWIM IDENTIFYING QUESTIONS
FOR YOUR BUSINESS
MODEL 57
Objectives of This Chapter 57
Different Kinds of Web Businesses 58
Closing Sales on the Web 59
Selling Access to Visitors 62
Supporting a Non Web Business 66
Mixes and Blends of Web Business Models 70
Summary 72
Key Ideas 74
IWIIIIIlil USING COOKIES 75
Objectives of This Chapter 75
There s Something about Cookies 76
Stateless 76
Cookie Communications 78
A Cookie Example 80
What Is in a Cookie? 83
The Secure Field 84
The Name Field 85
The Value Field 85
Some Sample Cookies 86
The Domain and Path Fields 88
The Expiration Field 89
Collecting Information across Sites 89
Summary 92
Key Ideas 93
Further Reading 93
IBimiPW PRIVACY AND CUSTOMER
ENGAGEMENT 95
Objectives of This Chapter 95
Anticipating and Responding to Privacy Concerns 96
xii Contents
Cookie Defense 99
Netscape Navigator 4 99
Microsoft Internet Explorer 4 101
Cookie Management Tools 103
Privacy Policy 106
Privacy and Engagement 110
Other Approaches to Maintaining State 111
Summary 113
Key Ideas 115
References in This Chapter 115
Further Reading 116
WIHIHBl PERSONALIZATION: USING
CUSTOMER DATA 117
Objectives of This Chapter 117
Putting Customer Data to Work 117
Personalize or Perish? 118
A Personalization Success Story 119
Learning by Example 122
The Customer at the Center 122
Beyond Customer Choice 123
Lessons from National 124
The Three Basic Approaches to Personalization 125
Summary 126
Key Ideas 127
Further Reading 127
BBHHIWi RESPONDING TO THE CUSTOMER 129
Objectives of This Chapter 129
Personalization Controlled by the Customer 129
First Things First: Identifying the Customer 131
Profiles 132
Profiles for Content 133
Profiles for Presentation 133
Profiles for Business Rules 134
Personalization and Customization 135
Contents xiii
Calculating Costs and Benefits of Personalization 136
Dynamic Delivery 137
Dynamic versus Static 138
The Trend Toward Dynamic 139
Choosing a Delivery Mechanism 140
Personalized Information Storage 141
The Self Describing Marketplace 144
Privacy 145
Summary 146
Key Ideas 147
BHHBIflffl CUSTOMERS AS MEMBERS
OF GROUPS 149
Objectives of This Chapter 149
Focusing on the Group 149
Recommendation Engines 152
How They Work 153
Performance and Forming Groups 154
Integration with Different Information Sources 156
Integration with Marketer Input 156
Reasons to Use a Recommendation Engine 157
When Recommendation Engines Aren t Useful 158
Selecting the Right Product 160
Tools for Marketing 161
Market Segments 163
Customer Segments 164
Applying Recommendation and Segmentation 167
Summary 170
Key Ideas 172
References in This Chapter 173
Further Reading 174
HHHWilH BUILDING PERSONALIZED
ENGAGEMENT 175
Objectives of This Chapter 175
Assembling the Pieces 175
xiv Contents
The Processes 177
Collection 177
Association 178
Delivery 179
The Information Sources 179
Customer Information 180
Business Information 181
Content Information 182
A Staged Development Plan 184
Engaging the Individual Customer 185
Engaging Customers in the Context of Groups 186
Growing the Engagement over Time 187
Stages, Summarized 188
Summary 189
Key Ideas 190
Index 193
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:42:31Z |
| institution | BVB |
| isbn | 020165766X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009032663 |
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| physical | XXIV, 196 S. Ill. |
| publishDate | 2000 |
| publishDateSearch | 2000 |
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| publisher | Addison-Wesley |
| record_format | marc |
| series2 | Addison-Wesley information technology series |
| spelling | Zoellick, Bill Verfasser aut Web engagement connecting to customers in e-business Bill Zoellick 1. print. Boston [u.a.] Addison-Wesley 2000 XXIV, 196 S. Ill. txt rdacontent n rdamedia nc rdacarrier Addison-Wesley information technology series Unternehmen Business enterprises Computer networks Electronic commerce Internet E-Mail (DE-588)4191427-2 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Website (DE-588)4596172-4 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 s Website (DE-588)4596172-4 s DE-604 E-Mail (DE-588)4191427-2 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009032663&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zoellick, Bill Web engagement connecting to customers in e-business Unternehmen Business enterprises Computer networks Electronic commerce Internet E-Mail (DE-588)4191427-2 gnd Electronic Commerce (DE-588)4592128-3 gnd Website (DE-588)4596172-4 gnd |
| subject_GND | (DE-588)4191427-2 (DE-588)4592128-3 (DE-588)4596172-4 |
| title | Web engagement connecting to customers in e-business |
| title_auth | Web engagement connecting to customers in e-business |
| title_exact_search | Web engagement connecting to customers in e-business |
| title_full | Web engagement connecting to customers in e-business Bill Zoellick |
| title_fullStr | Web engagement connecting to customers in e-business Bill Zoellick |
| title_full_unstemmed | Web engagement connecting to customers in e-business Bill Zoellick |
| title_short | Web engagement |
| title_sort | web engagement connecting to customers in e business |
| title_sub | connecting to customers in e-business |
| topic | Unternehmen Business enterprises Computer networks Electronic commerce Internet E-Mail (DE-588)4191427-2 gnd Electronic Commerce (DE-588)4592128-3 gnd Website (DE-588)4596172-4 gnd |
| topic_facet | Unternehmen Business enterprises Computer networks Electronic commerce Internet Electronic Commerce Website |
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