E-MARKETING RESEARCH

CHAPTER 3
 DEFINITION
• KNOWLEDGE ASSETS CAN BE UNSTRUCTURED, TACIT KNOWLEDGE OR STRUCTURED,
EXPLICIT KNOWLEDGE, CODIFIED
• TACIT VS EXPLICIT
• KNOWLEDGE MANAGEMENT
-ORGANISATION ARE FOCUSING ON KMS
- KM REQUIRES SATISFACTORY SYSTEMS AND CONTROLS IN PLACE
- THERE SHOULD BE PROPER CONTENT REPRESENTATION OF KNOWLEDGE ASSETS
• PROCESS OF MANAGING THE CREATION, USE, AND DISSEMINATION OF KNOWLEDGE.
• MARKETING KNOWLEDGE IS DIGITIZED GROUP MIND OR COLLECTIVE MEMORY
 KNOWLEDGE MANAGEMENT
• VARIOUS TECHNIQUES:
• (1) SURVEYS AND QUESTIONNAIRES,
• (2) GETTING OPINIONS THROUGH ONLINE COMMUNITIES AND AT THE POINT OF CHECKOUT AND (3) GETTING
CUSTOMER COMMENTS THROUGH DISCUSSION FORUMS AND SOCIAL NETWORKING SITES
• 2 ASPECTS OF KM
- TO ACQUIRE, STORE, LOCATE AND UPDATE THE INFORMATION
- TO SHARE AND DISSEMINATE CONTEXTUAL INFORMATION AND EXPERT INSIGHT
IT IS THE END PRODUCT OF THE TRANSFORMATION FROM DATA TO INFORMATION TO KNOWLEDGE.
KNOWLEDGE CREATION-NEW KNOWLEDGE +EXISTING KNOWLEDGE
KNOWLEDGE TRANSFER
KNOWLEDGE APPLICATION –DEFINE MECHANISM
KNOWLEDGE MANAGEMENT FUNCTIONS CREATE A CONTINUOUS KNOWLEDGE FEEDBACK LOOP:

MARKETING INFORMATION SYSTEM

“PROCESS BY WHICH MARKETERS MANAGE KNOWLEDGE
THE PROCESS BEGINS WITH A PROBLEM AND ENDS WITH COMPLETE INFORMATION
FROM SOURCES TO DATABASES TO STRATEGY (SDS MODEL)

Inte rnal Data Secondary Data Primary Data

S Information: consumer behavior , competitive inte lligence

Product Cus tomer/ Other Data/

D Database Pros pect Bas e Information

*Marketing Knowledge*

Tie r 1 Tie r 2
Segmentation Marketing Performance
S Targeting
Differentiation
Mix
CRM
Metrics
Positioning
 CHANGE IN LANDSCAPE THROUGH E-MARKETING

• E-MARKETING HAS CHANGED MIS LANDSCAPE IN SEVERAL WAYS:`

• FIRMS STORE E-MARKETING DATA IN DATABASES AND WAREHOUSES

• DATABASE INFORMATION IS RECEIVED IN WEBPAGES AND EMAIL

• CUSTOMERS HAVE ACCESS TO PORTIONS OF DATABASE.

• DATA IS USELESS CONVERTED INTO KNOWLEDGE

• INTERNAL RECORDS-EXCELLENT INSIGHTS ABOUT SALES & INVENTORY

• SECONDARY DATA-COMPETITOR, CUSTOMER

• PRIMARY DATA

• SOURCE 1:INTERNAL RECORDS

EG: ACCOUNTS , FINANCE, PRODUCTION ,MARKETING DEPARTMENT

NON MARKETING DATA

ACCOUNTING DEPARTMENT GENERATES DATA ABOUT SALES, CASH FLOW, MARKETING EXPENSES, AND
PROFITABILITY

SALES FORCE DATA:

SALES INFORMATION SYSTEMS USING SALES AUTOMATION SOFTWARE & E-COMPLAINT TRACKER
• SALES REPS ARE ALSO INSTRUMENTAL IN ENTERING COMPETITIVE AND
INDUSTRY INFORMATION GAINED IN THE FIELD
SOURCE 2:
 When specific information is not available –use of secondary data.
 This data may not serve the e-marketer’s purpose
 Quality of secondary data not guaranteed.
 Secondary data may not be up-to-date
 Business intelligence-environmental scan giving market information
 Major internet benefit-is access about environmental factors and trends.
• PUBLICLY GENERATED DATA
• PRIVATE GENERATED DATA
• ONLINE DATABASES-PUBLICLY AVAILABLE INFORMATION ACCESSES THROUGH
INTERNET
 COMPETITIVE INTELLIGENCE EXAMPLE
• ORGANIZATIONAL FUNCTION RESPONSIBLE FOR THE EARLY IDENTIFICATION
• OF RISKS AND OPPORTUNITIES IN THE MARKET BEFORE THEY BECOME OBVIOUS 
• 40% OF ALL FIRMS REGULARLY CONDUCT CI ACTIVITIES

• INTELLIGENCE CYCLE:
1. DEFINE INTELLIGENCE REQUIREMENTS.
2. COLLECT AND ORGANIZE INFORMATION.
3. ANALYZE BY APPLYING INFORMATION TO THE SPECIFIC PURPOSE AND RECOMMENDING ACTION.
4. REPORT AND INFORM OTHERS OF THE FINDINGS.
5. EVALUATE THE IMPACT OF INTELLIGENCE USE AND SUGGEST PROCESS IMPROVEMENTS.
• SOURCES OF CI:

• COMPETITOR PRESS RELEASES,

• NEW PRODUCTS,
• ALLIANCES AND CO-BRANDS,
• TRADE SHOW ACTIVITY,
• ADVERTISING STRATEGIES.
 INFORMATION QUALITY
• CAUTION: SECONDARY AND PRIMARY DATA ARE SUBJECT TO MANY
LIMITATIONS.
Þ BE OBJECTIVE + SKEPTICAL WHEN REVIEWING AND USING INTERNET-BASED
INFORMATION.
• WHY?
• DONT BE SEDUCED BY A GOOD DESIGN
• FOLLOWING STEPS CAN BE TAKEN TO EVALUATE THE QUALITY OF
SECONDARY DATA:
-DISCOVER THE WEBSITE’S AUTHOR
TRY TO DETERMINE WHETHER THE SITE AUTHORITY ON THE WEBSITE TOPIC
CHECK TO SEE WHEN THE SITE WAS LAST UPDATED
DON’T BE SEDUCED BY GOOD DESIGN: THE BEST-DESIGNED SITES MAY NOT BE
THE MOST ACCURATE OR CREDIBLE, AND VICE VERSA.
 STEPS TO EVALUATE THE QUALITY OF
SECONDARY DATA ONLINE
• Discover the website’s Author
• Try to determine whether the site author ia an authority on the website topic
• Check to see when the site was last updated.
• Determine how comprehensive the site is. Does it cover only one aspect of a
topic, or does it consider the broader context.
• Check the site content for accuracy.
 SOURCE 3:PRIMARY DATA
TWO ELECTRONIC SOURCES OF PRIMARY DATA COLLECTION:
THE INTERNET:
 FOCUS GROUPS, OBSERVATION, IN-DEPTH INTERVIEWS (IDI), AND SURVEY
RESEARCH.
 TECHNOLOGY ENABLED APPROACHES-REAL-TIME PROFILING AT WEB
SITES AND COMPUTER CLIENT-SIDE OR SERVER-SIDE AUTOMATED DATA
COLLECTION.
 REAL SPACE PRIMARY DATA COLLECTION & TECHNIQUES INCLUDE CREDIT
CARD TERMINALS

Researc Resear Data Data Distribu

 LIMITATION OF INTERNET RESEARCH
h METHOD
ch Collecti Analys te
 PRIMARY RESEARCH STEPS: Proble Plan on is Results
 RESEARCH PROBLEM m
 RESEARCH PLAN
1. RESEARCH APPROACH
2. SAMPLE DESIGN
3. CONTACT METHOD
4. INSTRUMENT DESIGN-QUESTIO
5. DATA COLLECTION
6. DATA ANALYSIS
7. DISTRIBUTE FINDINGS/ADD TO THE DATABASE
 INTERNET BASED RESEARCH APPROACHES
• TELEPHONE SURVEY REFUSAL RATES-40-60%
• NO REPLY TO MAILS -40%
• ONLINE METHODOLOGIES -71%
• ONLINE EXPERIMENTS - EXPERIMENTAL RESEARCH TESTS CAUSE AND EFFECT RELATIONSHIP
• ONLINE FOCUS GROUPS:
• A QUALITATIVE METHODOLOGY THAT ATTEMPTS TO COLLECT IN-DEPTH INFORMATION FROM
SMALL NUMBER OF PARTICIPANTS.
• 30 PERCENT OF ADVERTISING AGENCIES AND MARKET RESEARCH FIRMS USE THE INTERNET TO
CONDUCT ONLINE FOCUS GROUPS.
• ADVANTAGES:
• THE INTERNET BRINGS TOGETHER PEOPLE WHO DO NOT LIVE IN THE SAME GEOGRAPHICAL AREA
• THEY ARE NOT INFLUENCED BY WHAT OTHERS SAY SINCE IT TAKES PLACE SIMULTANEOUSLY
• ONLINE FOCUS GROUPS ARE A HIGHLY EFFECTIVE MARKET RESEARCH TOOL.
• BRAINSTORMING TECHNIQUE
• ONLINE FOCUS GROUPS ARE CONDUCTED USING CONFERENCE CALLS AND WEB-BASED MEETING TECHNOLOGY

DISADVANTAGES
•   MISSING OF NON VERBAL COMMUNICATION
• AUTHENCITY PROBLEM
• TECHNICAL ISSUES
• ONLINE OBSERVATION: MONITOR PEOPLE’S BEHAVIOR BY WATCHING THEM IN RELEVANT SITUATIONS
• REACTIVE ONLINE OBSERVATIONS & NON REACTIVE ONLINE OBSERVATIONS
• NON REACTIVE-OBSERVES INCIDENTS WITHOUT INTERVENTION

ONLINE IN DEPTH INTERVIEW:

• INVOLVE SEMI STRUCTURED CONVERSATION WITH SMALL NUMBER OF SUBJECTS
• ONLINE SURVEY RESEARCH; -MARKETERS CONDUCT SURVEYS BY:
• SENDING QUESTIONNAIRES TO INDIVIDUALS VIA E-MAIL,
• POSTING A SURVEY FORM ON THE WEB OR AN ELECTRONIC BULLETIN BOARD.
• E-MAIL SURVEYS -
ADVANTAGE -RESPONSE RATE IS HIGH
DISADVANTAGE –CONSUMERS DISTASTE FOR UNSOLICITED EMAIL,LACK TECHNICAL SKILL
• WEB SURVEYS
RESPONDENTS TYPE ANSWERS INTO AUTOMATED MECHANISMS
• ONLINE SURVEY RESEARCH
-FAST AND INEXPENSIVE
-DIVERSE LARGE GROUP OF NET USERS
-HONEST RESPONSES TO SENSITIVE QUESTIONS
DISADVANTAGE:
AUTHENTICITY
SAMPLE SELECTION/GENERALIZABILITY
DUPLICATE SUBMISSIONS
• ONLINE PANELS:
-CALLED AS OPT –IN –COMMUNITIES
• AN ONLINE PANEL IS A GROUP OF SELECTED RESEARCH PARTICIPANTS WHO HAVE AGREED TO
PROVIDE INFORMATION AT SPECIFIED INTERVALS OVER AN EXTENDED PERIOD OF TIME.
• A PANEL CAN BE DISTINGUISHED FROM A DATABASE IN THE FOLLOWING WAYS:
• ITS MEMBERS ARE ASKED TO PROVIDE ADDITIONAL INFORMATION ABOUT THEMSELVES AND
THEIR HOUSEHOLD SUCH AS DEMOGRAPHICS,OWNERSHIP AND LIFESTYLE INFORMATION
• AN ONGOING RELATIONSHIP EXISTS WITH THE PANEL 
• THERE IS OFTEN A SYSTEMATIC REWARD MECHANISM UNIQUE TO THE PANEL
• THE MEMBERS DO NOT RECEIVE DIRECT MARKETING MESSAGES AS A RESULT OF THEIR MEMBERSHIP.
• ONLINE PANELS COULD BE FOR B2C OR B2B. IN B2B PANELS, A SELECTIVE GROUP OF PANELISTS WILL
BE INVOLVED LIKE "RETAIL OWNERS PANEL" WHICH WOULD HAVE RETAIL OWNERS AS PANEL
MEMBERS.
• EXPENSIVE METHOD
• GENERALIZEABILITY OF SURVEY RESULTS IS QUESTIONABLE.
• EMAIL SURVEYS-UNSOLICITED EMAILS
• HARVEST EMAIL-ADDRESSES-WITHOUT PERMISSI0N
• PRIVACY IS A MAJOR PROBLEM
OTHER TECHNOLOGY ENABLED APPROACHES:
CLIENT SIDE DATA COLLECTION:
-COLLECTING INFORMATION ABOUT CONSUMER SURFING RIGHT AT THE USER’S PC.
-USE OF COOKIES
-DETERMINE USER SURFING PATTERNS BY USING A PC METER
SERVER SIDE DATA COLLECTION
WEB SITE LOG SOFTWARE-NO OF USERS,LOCATION OF THE SITE,WHAT USER’S BUY
OBSERVATIONAL DATA HELPS FIRMS IMPROVE ONLINE MARKETING STRATEGIES,
SELL ADVERTISING AND PRODUCE MORE EFFECTIVE WEBSITES.
• HOW DO YOU CUSTOMIZE AND PERSONALIZE THE ONLINE SHOPPING EXPERIENCE
FOR CUSTOMERS WITH NO HISTORY?
• IT STARTS WITH ONLINE PROFILING IN REAL TIME.
• CALLED AS TRACKING USER CLICK STREAM IN REALTIME
• HELPS TO ANALYSE CONSUMER ONLINE BEHAVIOUR ,PROMOTIONAL OFFERS AND WEB
PAGES
REAL SPACE APPROACHES:
MECHANISMS FOR COLLECTING REAL-SPACE CONSUMER DATA
USE OF UPC OR BARCODE –INVENTORY MANAGEMENT.
MARKETING DATABASES AND DATA WAREHOUSES:
PRODUCT DATABASE
CUSTOMER DATABASE
TRANSACTION PROCESSING DATABASE
• THERE ARE 4 TYPES OF DATA ANALYSIS:
DATA MINING: IINVOLVES EXTRACTION OF HIDDEN PREDICTIVE INFORMATION IN LARGE
DATABASES THROUGH STATISTICAL ANALYSIS
RFM ANALYSIS
REPORT GENERATING
CUSTOMER PROFILING
USES
SELECTING TARGET GROUPS FOR PROMOTIONAL APPEALS
FINDING AN KEEPING CUSTOMERS WITH A HIGHER LIFETIME VALUE TO THE FIRM
UNDERSTANDING HEAVY PRODUCT USERS
CROSS SELLING
TARGET HIGH RESPONSE CUSTOMERS
RFM ANALYSIS-SCANS THE DATABASE ON 3 CRITERIA
 RECENCY
 FREQUENCY,
 MONETARY VALUE
DATAWAREHOUSE
 KNOWLEDGE MANAGEMENT METRICS

• TWO METRICS USED FOR KM IS

• ROI
• TOTAL COST OF OWNERSHIP
CONSUMER BEHAVIOUR
SEGMENTATION ,
TARGETING,POSITIONING,DIFFERENTIATION
 TECHNOLOGICAL,SOCIAL ,CULTURAL AND LEGAL CONTEXT
• TECHNOLOGIGAL CONTEXT:
• KNOW THE DEVICES THAT YOUR CUSTOMER ARE USING
SOCIAL AND CULTURAL CONTEXT:
• INFORMATION OVERLOAD :
• TIME POVERTY-MULTITASKING AND SPEEDS UP NORMAL PROCESSES
• HOME AND WORK
• I WANT WHAT I WANT WHEN I WANT IT
Cultural, Social, and Technological Contexts
• ONLINE OXYGEN
Outcomes
• SELF SERVICE Relationships
• SOPHISTICATED CONSUMERS Individual Entertainment
Characteristics Internet
Media Consumption
• PRIVACY AND DATA SECURITY Resources Exchange
Information
• ONLINE CRIME
Transactions

• LEGAL CONTEXT
• BASIC THINGS PEOPLE DO ONLINE-
• CONNECT , ENJOY , LEARN, TRADE
 DEFINITION

• MARKETING SEGMENTATION
IT IS THE PROCESS OF AGGREGATING INDIVIDUALS OR BUSINESSES ALONG
SIMILAR CHARACTERISTICS THAT PERTAINS TO USE , CONSUMPTION OR BENEFITS
OF A PRODUCT OR SERVICE.
MARKET SEGMENTS
TARGETING IS THE PROCESS OF SELECTING THE TARGET MARKETS THAT ARE MOST
ATTRACTIVE TO THE FIRM AND SELECT AN APPROPRIATE COVERAGE STRATEGY
SEGMENT COVERAGE STRATEGY
 APPROACHES FOR SEGMENT COVERAGE

• MASS MARKETING-ONE MARKETING MIX

• MULTI SEGMENT MARKETING- TWO OR MORE SEGMENTS
• NICHE MARKETING-ONE SEGMENT, ONE OR MORE MARKETING MIX
• MASS MARKETING IS A MARKET COVERAGE STRATEGY IN
WHICH A FIRM DECIDES TO IGNORE MARKET SEGMENT
DIFFERENCES AND APPEAL THE WHOLE MARKET WITH
ONE OFFER OR ONE STRATEGY.
 THREE MARKETS
• BUSINESS MARKETS
• B2B MARKET IS VERY HUGE
• B2B ONLINE ACTIVITY IS TRANSPARENT TO CONSUMERS
EG: FEDEX
• INFORMATION TECHNOLOGY CREATED TREMENDOUS EFFICIENCIES IN THE B2B
MARKET
• GOVERNMENT MARKET-
• STRINGENT RULES FOR SUPPLIERS
• COMPETE TO BE ON THE LIST OF APPROVED SUPPLIERS
• FOCUS ON TIME DELIVERY
• SMALL AND LARGE COMPANIES CAN COMPETE
 MARKET SEGMENTATION BASES AND VARIABLES
• MARKETERS CAN BASE SEGMENTATION OF CONSUMER MARKETS ON DEMOGRAPHICS,
GEOGRAPHIC LOCATION, PSYCHOGRAPHICS , AND BEHAVIOUR WITH REGARD TO THE
PRODUCT.
• COMBINATION OF BASES AND FOCUS geographics
ON CATEGORIES SUCH AS GEODEMOGRAPHICS
demographi psychograph behavior
cs ics
City age Activities Benefits
• GEOGRAPHIC SEGMENTS: sought
• MC DONALDS county income Interests Usage level
• COCA COLA
state gender opinions Brand loyalty
• IDC- EVALUATES ON
• ACCESS TO INFORMATION region education personality User status
• INTERNET ADOPTION RATES
• TELECOM SERVICES
country ethnicity Values
• SOCIAL ISSUES AND RECEPTIVITY TO IT
 DEMOGRAPHICS AND MILLENIALS

• DEMOGRAPHIC SEGMENTS
• MILLENIALS (1979-1994)
• MULTITASKING AND INFORMATION OVERLOAD
• OPERATE ANY RECEIVING APPLIANCE
• POP-UP AND BLOCKER, USE VIDEORECORDER
• USE BROADBAND –DOWNLOADING
• ETHNIC GROUPS:ARE ALSO USUALLY UNITED BY COMMON CULTURAL, BEHAVIOURAL,
LINGUISTIC, OR RELIGIOUS PRACTICES.
• INFLUENTIALS: REPRESENT 10% OF POPULATION
• CELEBRITIES
• INDUSTRY EXPERTS
• BLOGGERS AND CONTENT CREATORS
 USER SEGMENTS
• SIMPLIFIERS-END TO END CONVENIENCE (7 HOURS /MONTH)
• SURFERS-WANT WANTS NEW IN THE MARKET
• LOOK FOR NEW FEATURES,DESIGN,WIDE ASSORTMENT AND CONTINUAL UPDATES
CONNECTORS-NOVELTY SEEKERS.-
• MAIN PURPOSE IS TO BUILD RELATIONSHIP USING CHAT ROOMS & EMAIL
• BARGAINERS-LOOK FOR DEALS
• SPEND LEAST AMOUNT OF TIME ONLINE (E-BAY .COM)
• ROUTINERS-LOOK FOR SUPERIOR CONTENT.
• SEARCH NEWS AND FINANCIAL SITES
• SPORTSTERS-LOOK FOR HIGHLY INTERACTIVE CONTENT (ENTERAINTMENT,SPORTS)
DIFFERENTIATION

& POSITIONING

STRATEGIES
 DIFFERENTIATION
• PROCESS OF ADDING A SET OF MEANINGFUL AND VALUED DIFFERENCES TO DISTINGUISH COMPANY’S OFFERING
FROM COMPETITOR’S OFFERING
1. PRODUCT DIFFERENTIATION
• CUSTOMISATION AND BUNDLING
• PACKAGING MINIMIZATION

2. SERVICE DIFFERENTIATION
• RECEIVE AND PROVIDE INSTANT SERVICE
• DISTRIBUTION OF PRODUCTS ONLINE-ONLINE BANKING, SECURITIES TRADING
3. PERSONNEL DIFFERENTIATION
• GOING ONLINE-HAS REMOVE THE EXPENSIVE HUMAN ELEMENT
• CHANNEL DIFFERENTIATION
• INTERNET-REACH FROM LOCAL-GLOBAL
• CONDUCT COMMERCIAL TRANSACTIONS ONLINE ON THE ADVANTAGE OF INTERNET PROPERTIES AS DISTRIBUTION
& DISTRIBUTION CHANNEL
• ONLINE COMPANIES PROVIDE SUFFICIENT INFORMATION
• DIFFERENTIATION OF COMPETITOR’S INTERNET RELATED SERVICE OFFERINGS
 SERVICE DIFFERENTIATION
• ENVIRONMENTS
• PHYSICAL ENVIRONMENTS SUCH AS THE ARCHITECTURE AND DECOR OF A HOTEL.
• CUSTOMER SERVICE-FAST, FRIENDLY AND DILIGENT CUSTOMER SERVICE.
• BRAND IDENTITY-ESTABLISHING A BRAND FOR SERVICES INCLUDING ELEMENTS SUCH AS VISUAL
IDENTITY AND BRAND PROMISE.
• FUNCTIONS
• FUNCTIONS ARE THINGS THAT CUSTOMERS CAN ACHIEVE WITH A SERVICE. FOR EXAMPLE, A SOFTWARE SERVICE
THAT ALLOWS SALESPEOPLE TO ESTIMATE THE PRICES OF COMPETITORS BASED ON MARKET INTELLIGENCE.
• FEATURES
• THE DETAILS OF HOW THE SERVICE IS DELIVERED. FOR EXAMPLE, A FLIGHT THAT OFFERS ORGANIC MEALS IN
ECONOMY.
• REPUTATION
• REPUTATION SUCH AS A HOSPITAL THAT HAS A REPUTATION FOR EMPATHY AND PROFESSIONALISM.
• RELIABILITY
• RELIABILITY SUCH AS A WEBSITE THAT IS ALWAYS UP OR AN AIRLINE THAT IS RARELY DELAYED.
• CONVENIENCE
• SAVING THE CUSTOMER TIME AND EFFORT SUCH AS A ECOMMERCE SITE WITH FAST DELIVERY.
• USABILITY
• SERVICES THAT ARE EASE TO USE SUCH AS A MOBILE APP THAT FEELS INTUITIVE TO CUSTOMERS.
 IMAGE DIFFERENTIATION

• ENHANCE USER’S ONLINE EXPERIENCE

• SPEED FACTOR
 DIFFERENTIATION STRATEGIES

• BEING THE FIRST TO ENTER THE MARKET

• OWNING A PRODUCT ATTRIBUTE OR QUALITY IN CONSUMER’S MIND
• DEMONSTRATING PRODUCT LEADERSHIP
• UTILIZING AN IMPRESSIVE COMPANY HISTORY OR HERITAGE
• SUPPORTING AND DEMONSTRATING DIFFERENTIATING IDEA
• COMMUNICATING THE DIFFERENCE
• SITE ENVIRONMENT/ATMOSPHERICS
• SITE ENVIRONMENT/ATMOSPHERICS
• MAKING THE INTANGIBLE TANGIBLE:
THE GOAL IS TO MAKE OFFERINGS SEEM MORE TANGIBLE BY SHOWING THEM
IN REALISTIC AND CUSTOMER FRIENDLY MANNER
BUILDING TRUST:
• ONLINE PAYMENT
• SUPPLY CHAIN MANAGEMENT
• A SAFE AND ENCRYPTED PAYMENT POLICY
• EFFICIENT AND TIMELY ORDER PROCESSING:
• EASE OF ORDERING
• PRICING
 STRATEGIES FOR POSITIONING
• PRODUCT OR SERVICE ATTRIBUTE
EG: IVILLAGE.COM
• TECHNOLOGY POSITIONING
• AMERICAN AIRLINES
• BENEFIT POSITIONING: KIMBERLY CLARKS HUGGIES
• USER CATEGORY: KELLOGS
• COMPETITOR POSITIONING
• INTEGRATOR POSITIONING:PROVIDING EVERYTHING A CONSUMER NEEDS IN
A PARTICULAR PRODUCT CATEGORY,INDUSTRY
• REPOSITIONING:
DATA ANALYTICS
 DATA ANALYTICS
• IT IS ALL ABOUT MONITORING USER BEHAVIOUR AND MARKETING CAMPAIGN
PERFORMANCE OVER TIME.
• DATA ANALYTICS IS THE SCIENCE OF ANALYZING RAW DATA IN ORDER TO
MAKE CONCLUSIONS ABOUT THAT INFORMATION.
• A/B TESTING: KEY TERMS
• ALSO KNOWN AS SPLIT TEST,IT INVOLVES TWO
VERSIONS OF THE SAME PAGE OR SITE TO SEE
WHICH PERFORMS BETTER.
• CALL TO ACTION (CTA) IS A MARKETING
TERM USED EXTENSIVELY IN ADVERTISING AND
SELLING. IT REFERS TO ANY DEVICE DESIGNED
TO PROMPT AN IMMEDIATE RESPONSE OR
ENCOURAGE AN IMMEDIATE SALE.
One test showed that a red CTA button outperformed a green one by 21 percent based on 2,000 page visits.
 CLICKPATH
• THE JOURNEY A USER TAKES THROUGH A WEBSITE.
• IT TRACKS THE INDIVIDUAL STEPS A USER TAKES TO REACH A SPECIFIC
OBJECTIVE ON A WEBSITE. THESE INDIVIDUAL STEPS CAN CONSIST
OF CLICKING BETWEEN SUBPAGES OF A WEBSITE, INDIVIDUAL CLICKS ON
THE SAME WEBPAGE, OR A COMBINATION OF BOTH.
• . A CLICKSTREAM IS A LIST OF ALL THE PAGES VIEWED BY A VISITOR,
PRESENTED IN THE ORDER THE PAGES WERE VIEWED, ALSO DEFINED AS THE
‘SUCCESSION OF MOUSE CLICKS’ THAT EACH VISITOR MAKES.
• A CLICKSTREAM WILL SHOW YOU WHEN AND WHERE A PERSON CAME IN TO A
SITE, ALL THE PAGES VIEWED, THE TIME SPENT ON EACH PAGE, AND WHEN
AND WHERE THEY LEFT.
• CLICKSTREAM INFO WILL TELL YOU, ON AVERAGE, HOW LONG PEOPLE SPEND
ON YOUR SITE, AND HOW OFTEN THEY RETURN. IT WILL ALSO TELL YOU WHICH
PAGES ARE THE MOST FREUENTLY VIEWED

.
 KEY TERMS

• CONVERSION: THE ACTION THAT THE WEBSITE WANTS THE USER TO TAKE.
USUALLY A CONVERSION RESULTS IN REVENUE FOR THE WEBSITE IN SOME WAY.
CONVERSIONS INCLUDE
SIGNING UP TO A NEWSLETTER OR PURCHASING A PRODUCT.
• COOKIE
A SMALL TEXT FILE THAT IS USED TO TRANSFER INFORMATION BETWEEN
BROWSERS AND WEB SERVERS. THEY HELP WEB SERVERS TO PROVIDE THE
RIGHT CONTENT WHEN IT IS REQUESTED.
• COUNT
RAW FIGURES CAPTURED FOR DATA ANALYSIS.
• EVENT
A STEP A VISITOR TAKES IN THE CONVERSION PROCESS.
 KEY TERMS

GOAL
THE DEFINED ACTION THAT VISITORS SHOULD PERFORM ON A WEBSITE,
OR THE PURPOSE OF THE WEBSITE.
METRIC:
A DEFINED UNIT OF MEASUREMENT.
KEY PERFORMANCE INDICATOR (KPI)
• A METRIC THAT SHOWS WHETHER AN OBJECTIVE IS BEING ACHIEVED. VISITOR
VISITOR:
AN INDIVIDUAL VISITING A WEBSITE THAT IS NOT A SEARCH ENGINE SPIDER OR A SCRIPT.
PAGE TAG:
PIECE OF JAVASCRIPT CODE EMBEDDED ON A WEB PAGE AND EXECUTED BY THE BROWSER.
 PAGE TAG
• YOU COULD ALSO CATEGORIZE PAGES BY THE TYPE OF INFORMATION THAT THEY CONTAIN:
• CASE STUDIES
• CATALOG
• DATASHEETS
• INSTALLATION GUIDES
• QUICK START GUIDES
• PODCASTS
• USER GUIDES
• SEMINARS
• TRAINING MANUALS
• THE FOLLOWING PAGE TAGS ARE BASED ON AREAS OF INTEREST WITHIN A WEB SITE STRUCTURE:
• ABOUT
• CONTACT
• DOWNLOADS
• HOME
 WORKING WITH DATA
• BIG DATA IS A TERM THAT DESCRIBES THE LARGE VOLUME OF DATA – BOTH
STRUCTURED AND UNSTRUCTURED
•  BIG DATA CAN BE ANALYZED FOR INSIGHTS THAT LEAD TO BETTER DECISIONS
AND STRATEGIC BUSINESS MOVES.
• BIG DATA IS USED TO BETTER UNDERSTAND CUSTOMERS AND THEIR
BEHAVIORS AND PREFERENCES.
• WHEN IT COMES TO DATA, ANALYST NEED TO:
 MEASURE TRENDS , NOT ABSOLUTE FIGURES
 FOCUS ON PATTERNS
 INVESTIGATE ANOMALIES
 WORLD OF DATA

• ONLINE DATA-DATA WHERE AUDIENCE INTERACTS THROUGH AN SOCIAL

MEDIA.
• DATABASES
• SOFTWARE DATA
• APP STORE DATA
• OFFLINE DATA
 SETTING OBJECTIVES , GOALS AND KPI’S
• OBJECTIVE:
A DESIRED OUTCOME OF A DIGITAL MARKETING CAMPAIGN.
GOAL:
ACTION THAT A USER TAKES ON A WEBSITE OR TYPE OF USER BEHAVIOR.
A COMPLETED GOAL IS CONVERSION
“GOALS RELATED TO VISITOR BEHAVIOR ARE ENGAGEMENT GOALS “
• KPI’S ARE METRICS THAT ARE USED TO INDICATE WHETHER OBJECTIVES ARE BEING MET.
• KPIS RELATE CLOSELY TO GOALS, AND ANSWER THE QUESTION, “WHAT DATA DO WE
• NEED TO LOOK AT TO SEE IF GOALS ARE BEING COMPLETED?
• TARGETS ARE THE ACTUAL TARGET VALUES THAT KPIS NEED TO MEET IN ORDER FOR THE
• CAMPAIGN TO BE DECLARED A SUCCESS. I”
• ALTHOUGH A WEBSITE HAS AN ULTIMATE GOAL, THE PROCESS OF ACHIEVING
THAT GOAL CAN BE BROKEN DOWN INTO SEVERAL STEPS. THESE ARE CALLED
EVENTS OR MICRO-CONVERSIONS.
• ANALYSING EACH STEP IN THE PROCESS IS CALLED FUNNEL ANALYSIS OR
PATH ANALYSIS AND IS CRITICAL TO UNDERSTANDING WHERE PROBLEMS IN
THE CONVERSION PROCESS MAY LIE.
• NEWS AND CONTENT SITES, SUCH AS WWW.NEWS24.COM
•  
• OBJECTIVE: INCREASE READERSHIP AND LEVEL OF INTEREST
• OBJECTIVE: INCREASE TIME VISITORS SPEND ON WEBSITE
• GOAL: A MINIMUM TIME ON SITE
• KPIS:
• LENGTH OF VISIT
• AVERAGE TIME SPENT ON WEBSITE PERCENTAGE OF RETURNING VISITORS
 TRACKING & COLLECTING DATA
• TWO MAIN APPROACHES FOR COLLECTING WEB ANALYTICS DATA
• COOKIE BASES
• SERVER BASED
• UNIVERSAL ANALYTICS(NON COOKIE BASED SERVER TRACKING)

• COOKIE BASED TRACKING:

•  THE
ANALYST ADDS A PAGE TAG (A PIECE OF JAVASCRIPT CODE) TO EVERY PAGE OF
THE WEBSITE.
• A USER ACCESSES THE PAGE USING THEIR BROWSER.
• WHEN THE BROWSER LOADS THE PAGE, IT RUNS THE PAGE TAG CODE.
• THIS TAG SENDS AN ARRAY OF INFORMATION TO A THIRD-PARTY SERVER (LIKE
GOOGLE ANALYTICS), A SERVICE THAT STORES AND COLLATES THE DATA.
• THE ANALYST ACCESSES THIS DATA BY LOGGING IN TO THE THIRD-PARTY SERVER
 SEVER BASED TRACKING
• WEB SERVERS ARE THE COMPUTERS THAT WEBSITES ARE STORED ON SO
THAT THEY CAN BE ACCESSED ONLINE.
• SERVER-BASED TRACKING INVOLVES LOOKING AT LOG FILES – DOCUMENTS
THAT ARE AUTOMATICALLY CREATED BY SERVERS AND THAT RECORD ALL
CLICKS THAT TAKE PLACE ON THE SERVER.
• A NEW LINE IS WRITTEN IN A LOG FILE EVERY TIME A NEW REQUEST IS MADE –
FOR EXAMPLE, CLICKING ON A LINK OR SUBMITTING A FORM.
• SERVER-BASED TRACKING IS VERY USEFUL FOR TRACKING MOBILE VISITORS
(SINCE MANY PHONES CANNOT EXECUTE THE COOKIE-BASED JAVASCRIPT
TAGS) AND IS ALSO ESSENTIAL FOR UNIVERSAL ANALYTICS.
 DIFFERENCE BETWEEN COOKIE BASED & SERVER BASED TRACKING
Cookie-based tracking
Page tagging requires changes to the
website and can be used by companies
that do not run their own web servers.
Cookie-based tracking can be less
accurate than server-based tracking. If a
user’s browser does not support
JavaScript, for example, no information
will be captured.
Page tags are proprietary to each
vendor, so switching can mean losing
historical data.
Page tagging shows only successful page
requests.
JavaScript makes it easier to capture
more information (e.g. products
purchased, or the version of a user’s
browser).
Server-based tracking
Log files are produced by web servers,
so the raw data is readily available, but
the company must have access to the
server.
Log files are very accurate – they record
every click. Log files also record visits
from search engine spiders – useful for
search engine optimisation.
Log files are in a standard format, so it
is possible to switch vendors and still
be able to analyse historical data.
Log files record failed page requests.
Server-based tracking can capture some
detailed information, but this involves
modifying the URLs.
 UNIVERSAL ANALYTICS
•  UNIVERSAL ANALYTICS IS A VERSION OF GOOGLE ANALYTICS THAT SET A NEW STANDARD FOR
HOW USER DATA IS COLLECTED AND ORGANIZED.
• UNIVERSAL ANALYTICS ALLOWS YOU TO TRACK VISITORS (THAT MEANS REAL PEOPLE) RATHER
THAN SIMPLY SESSIONS. BY CREATING A UNIQUE IDENTIFIER FOR EACH CUSTOMER, UNIVERSAL
ANALYTICS MEANS YOU CAN TRACK THE USER’S FULL JOURNEY WITH THE BRAND, REGARDLESS
OF THE DEVICE OR BROWSER THEY USE.
• FEATURES:
• HOW VISITORS BEHAVE DEPENDING ON THE DEVICE THEY USE (BROWSING FOR QUICK IDEAS
ON THEIR SMARTPHONE, BUT CHECKING OUT THROUGH THE ECOMMERCE PORTAL ON THEIR
DESKTOP)
• HOW VISITOR BEHAVIOUR CHANGES THE LONGER THEY ARE A FAN OF THE BRAND – DO THEY
COME BACK MORE OFTEN, FOR LONGER, OR LESS OFTEN BUT WITH A CLEARER PURPOSE?
• HOW OFTEN THEY’RE REALLY INTERACTING WITH YOUR BRAND
• WHAT THEIR LIFETIME VALUE AND ENGAGEMENT IS
• ALLOWS YOU TO IMPORT DATA FROM OTHER SOURCES INTO GOOGLE ANALYTICS.
• WEB ANALYTICS ARE DIVIDED INTO:
• COUNT
• RATIOS
METRICS CAN BE APPLIED TO THREE DIFFERENT GROUPS:
• AGGREGATE – ALL TRAFFIC TO THE WEBSITE FOR A DEFINED PERIOD OF
TIME.
•  
• SEGMENTED – A SUBSET OF ALL TRAFFIC ACCORDING TO A SPECIFIC FILTER,
SUCH AS BY CAMPAIGN (PPC) OR VISITOR TYPE (NEW VISITOR VS. RETURNING
VISITOR).
•  
• INDIVIDUAL – THE ACTIVITY OF A SINGLE VISITOR FOR A DEFINED PERIOD OF
TIME.
 BUILDING
• HIT-ONE PAGE LOAD
BLOCK TERMS
• PAGE – UNIT OF CONTENT
• PAGE VIEWS – THE NUMBER OF TIMES A PAGE WAS SUCCESSFULLY REQUESTED.
• VISIT OR SESSION – AN INTERACTION BY AN INDIVIDUAL WITH A WEBSITE
CONSISTING OF ONE OR MORE PAGE VIEWS WITHIN A SPECIFIED PERIOD OF TIME. 
• UNIQUE VISITORS – THE NUMBER OF INDIVIDUAL PEOPLE VISITING THE WEBSITE
ONE OR MORE TIMES WITHIN A SET PERIOD OF TIME. EACH INDIVIDUAL IS
COUNTED ONLY ONCE.
• NEW VISITOR – A UNIQUE VISITOR WHO VISITS THE WEBSITE FOR THE FIRST TIME EVER
IN THE PERIOD OF TIME BEING ANALYSED.
• RETURNING VISITOR – A UNIQUE VISITOR WHO MAKES TWO OR MORE VISITS (ON THE
SAME DEVICE AND BROWSER) WITHIN THE TIME PERIOD BEING ANALYSED.
 VISIT CHARACTERISTICS

• ENTRY PAGE – THE FIRST PAGE OF A VISIT.

• LANDING PAGE – THE PAGE INTENDED TO IDENTIFY THE BEGINNING OF THE USER
EXPERIENCE RESULTING FROM A DEFINED MARKETING EFFORT. 
• EXIT PAGE – THE LAST PAGE OF A VISIT.
• VISIT DURATION – THE LENGTH OF TIME IN A SESSION.
• CLICKTHROUGH – THE NUMBER OF TIMES A LINK WAS CLICKED BY A VISITOR.
•  Z
• CLICKTHROUGH RATE – THE NUMBER OF TIMES A LINK WAS CLICKED DIVIDED BY
THE NUMBER OF TIMES IT WAS SEEN (IMPRESSIONS).
•  
• PAGE VIEWS PER VISIT – THE NUMBER OF PAGE VIEWS IN A REPORTING PERIOD
DIVIDED BY THE NUMBER OF VISITS IN THAT SAME PERIOD TO GET AN AVERAGE OF
HOW MANY PAGES ARE BEING VIEWED PER VISIT.
 CONTENT CHARACTERISTICS
• PAGE EXIT RATIO – NUMBER OF EXITS FROM A PAGE DIVIDED BY TOTAL
NUMBER OF PAGE VIEWS OF THAT PAGE.
• SINGLE PAGE VISITS – VISITS THAT CONSIST OF ONE PAGE, EVEN IF THAT
PAGE WAS VIEWED A NUMBER OF TIMES.
• BOUNCES (OR SINGLE PAGE VIEW VISITS) – VISITS CONSISTING OF A
SINGLE PAGE VIEW.
• BOUNCE RATE – SINGLE PAGE VIEW VISITS DIVIDED BY ENTRY PAGES.
• CONVERSION METRICS 
• EVENT – A RECORDED ACTION THAT HAS A SPECIFIC TIME ASSIGNED TO IT BY
THE BROWSER OR THE SERVER.
• WHEN THE PAGE LOADS, IT IS CALLED AN EVENT. 
• CONVERSION – A VISITOR COMPLETING A TARGET ACTION.
 ANALYSING DATA
• IN ORDER TO TEST THE SUCCESS OF YOUR WEBSITE, YOU NEED TO REMEMBER THE TAO OF CONVERSION OPTIMISATION:
• TRACK – ANALYSE – OPTIMISE
KEY ELEMENTS TO ANALYSE
•  ANALYSING BEHAVIOUR DATA INFERS THE INTENT OF A WEBSITE’S VISITORS. WHY ARE PEOPLE VISITING THE WEBSITE?
• ANALYSING OUTCOMES METRICS SHOWS HOW MANY VISITORS PERFORMED THE GOAL ACTIONS ON A WEBSITE. ARE
VISITORS COMPLETING THE GOALS WE WANT THEM TO
• USER EXPERIENCE. WHAT ARE THE PATTERNS OF USER BEHAVIOUR? HOW CAN WE INFLUENCE THEM SO THAT WE
ACHIEVE OUR OBJECTIVES?