Web Engagement: Connecting to Customers in e-Business

Web Engagement: Connecting to Customers in e-Business

          
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About the Book

The heart of e-Commerce success is engaging customers for the long-term -- but that's easier said than done. Web Engagement shows how, addressing all the key issues decision-makers need to understand, from log file analysis to privacy concerns, cookies to third-party tools. Leading web consultant Bill Zoellick begins with a case study that introduces the key problems facing thousands of businesses that are currently not achieving their goals on the Internet. Next, Zoellick demonstrates how to analyze current traffic to identify problems in site's structure, usability, and message -- and how to fix them. Discover which questions to ask, what can (and cannot easily) be measured, and how to use techniques such as cookies and user registration more effectively. Learn to track the success of promotions; identify the most valuable referral sites; and more. Along the way, Zoellick offers hands-on practical solutions for every type and size of site, including pure e-Commerce sites; advertising-driven sites; and bricks-and-mortar firms with supporting Web sites.

Table of Contents:
Foreword. Preface. The Problem. The Books Purpose. Who Should Read This Book. How the Book Is Organized. B2B and B2C Acknowledgments. About the Author. 1. Becoming a Web Business. Objectives of This Chapter. Build It, They Come, They Leave Promise: New Growth from the Web Perplexity: Running a Web Business Surprise: Seeing the Web Business as Others See You. A Continuing Story. Lessons from CPS. Web Engagement. Key Ideas. 2. Getting the Big Picture. Objectives of This Chapter. A Few Basic Questions. Where Do Log Files Come From? What Is in a Log File? The Content of a Log File Record. Records Associated with the Initial Request. Some Implications. Following the Actions of a Single Visitor. Questions about Visitors. Where Do They Come From? Referrer Information in Log Files. Search Terms Used to Reach Your Site. Other Log File Extensions Summary. Key Ideas. Further Reading. 3. Answering the Basic Questions. Objectives of This Chapter Putting Log File Analysis to Use. Focusing on Key Questions. How Much Use Is the Website Getting? What Parts of the Site Get the Most Use? How Do People Find Out about the Site? Is the Site Functioning as Expected? Summary. Key Ideas. 4. Getting More From Website Data. Objectives of This Chapter. Visits. The Visitors IP Address. Pulling In Other Information. Referrer Information Used to Reconstruct a Visit. Other Approaches to Constructing Visits from Log Files. Use of Cookies. Registration. Operational Considerations. Overview of the Log File Analysis Process. Implications. Summary. Key Ideas. 5. Identifying Questions for Your Business Model. Objectives of This Chapter. Different Kinds of Web Businesses. Closing Sales on the Web. Selling Access to Visitors. Supporting a Non-Web Business. Mixes and Blends of Web Business Models. Summary. Key Ideas. 6. Using Cookies. Objectives of This Chapter. Theres Something about Cookies. Stateless. Cookie Communications. A Cookie Example. What Is in a Cookie? The "Secure" Field. The "Name" Field. The "Value" Field. Some Sample Cookies. The "Domain" and "Path" Fields. The "Expiration" Field. Collecting Information across Sites. Summary. Key Ideas. Further Reading. 7. Privacy and Customer Engagement. Objectives of This Chapter. Anticipating and Responding to Privacy Concerns. Cookie Defense. Netscape Navigator 4. Microsoft Internet Explorer 4. Cookie Management Tools. Privacy Policy. Privacy and Engagement. Other Approaches to Maintaining State. Summary. Key Ideas. References in This Chapter. Further Reading. 8. Personalization: Using Customer Data. Objectives of This Chapter. Putting Customer Data to Work. Personalize or Perish? A Personalization Success Story. Learning by Example. The Customer at the Center. Beyond Customer Choice. Lessons from National. The Three Basic Approaches to Personalization. Summary. Key Ideas. Further Reading. 9. Responding to the Customer. Objectives of This Chapter. Personalization Controlled by the Customer. First Things First: Identifying the Customer. Profiles. Profiles for Content. Profiles for Presentation. Profiles for Business Rules. Personalization and Customization. Calculating Costs and Benefits of Personalization. Dynamic Delivery. Dynamic versus Static. The Trend Toward Dynamic. Choosing a Delivery Mechanism. Personalized Information Storage. The Self-Describing Marketplace. Privacy. Summary. Key Ideas. 10. Customers as Members of Groups. Objectives of This Chapter. Focusing on the Group. Recommendation Engines. How They Work. Performance and Forming Groups. Integration with Different Information Sources. Integration with Marketer Input. Reasons to Use a Recommendation Engine. When Recommendation Engines Arent Useful. Selecting the Right Product. Tools for Marketing. Market Segments. Customer Segments. Applying Recommendation and Segmentation. Summary. Key Ideas. References in This Chapter. Further Reading. 11. Building Personalized Engagement. Objectives of This Chapter. Assembling the Pieces. The Processes. Collection. Association. Delivery. The Information Sources. Customer Information. Business Information. Content Information. A Staged Development Plan. Engaging the Individual Customer. Engaging Customers in the Context of Groups. Growing the Engagement over Time. Stages, Summarized. Summary. Key Ideas. Index


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Product Details
  • ISBN-13: 9780201657661
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Addison Wesley
  • Height: 234 mm
  • No of Pages: 224
  • Sub Title: Connecting to Customers in e-Business
  • Width: 185 mm
  • ISBN-10: 020165766X
  • Publisher Date: 08 Jun 2000
  • Binding: Paperback
  • Language: English
  • Spine Width: 15 mm
  • Weight: 455 gr


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