Strauss_5e_网络营销.ppt

?2009 Pearson Education, Inc. Publishing as Prentice Hall Company-Side Tools Company-Side Tools (push) Description Cookies Cookies are small files written to the user’s hard drive after visiting a Web site. When the user returns to the site, the company’s server looks for the cookie file and uses it to personalize the site. Web log analysis Every time a user accesses a Web site, the visit is recorded in the Web server’s log file. This file keeps track of which pages the user visits, how long he stays, and whether he purchases. Data mining Data mining involves the extraction of hidden predictive information in large databases through statistical analysis. Behavioral targeting Behavioral targeting occurs when software tracks a user’s movements through a Web site, then sends appropriate Web content at a moment’s notice. Collaborative filtering Collaborative filtering software gathers opinions of like-minded users and returns those opinions to the individual in real time. Outgoing e-mail/ Distributed e-mail Marketers use e-mail databases to build relationships by keeping in touch with useful and timely information. E-mail can be sent to individuals or sent en masse using a distributed e-mail list. Chats Bulletin boards A firm may listen to users and build community by providing a space for user conversation on the Web site. iPOS terminals Interactive point-of-sale terminals are located on a retailer’s counter and used to capture data and present targeted communication. 15-24 ?2009 Pearson Education, Inc. Publishing as Prentice Hall Client-Side Tools Client-Side Tools (pull) Description AAgents Agents are programs that perform functions on behalf of the user, such as search engines and shopping agents. Individualized Web portals Personalized Web pages users easily configure at Web sites such as MyYahoo! and many others. Wireless data services Wireless Web portals send data to customer cell phones, pagers, and PDAs, such as