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Web Engagement: Connecting to Customers in e-Business

Web Engagement: Connecting to Customers in e-Business

          
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About the Book

"Web Engagement provides an interesting and accurate picture of National Semiconductors approach to personalizing its website. Nationals site is driven to delight the design engineer, our target customer. Whatever it takes, we do it! We are successful because we get them to always remember us as the one site that saves their precious time. Bills book unlocks some of our secrets." - Phil Gibson, VP, Web Business and Sales Automation, National Semiconductor Corporation Every e-business professional acknowledges that connecting with customers is a good idea, but few have figured out how to make it happen. The web has changed the way companies do business; the difficulty in connecting to customers can be traced to a collision of new technology and new business models. Managing a successful web business - one that engages, delights, and serves the customer - requires mastery of both technology and business. Web Engagement is the ideal introduction to understanding the key concepts necessary to engage, and ultimately retain, your web customers. This book explains proven strategies that allow you to understand what your customers need and how you can use your website to meet those needs. Detailed case studies and examples illustrate what other web businesses have tried - successfully and unsuccessfully - and what they have learned. The book answers new and important business questions, such as: *What is "personalization" and what does it mean for your customers and your company? *How can you use personalization and customization in a business-to-business web engagement? *How can you use web server log files and browser cookies to understand what customers are doing on your website? *How do you divide customers into segments and groups so that you can better meet their needs and increase sales? *What are your web business objectives? How can you tell whether you are meeting them? With this book as your guide, you will learn how to build a web business model, and an accompanying website, that connects your business more directly to your customers. You will also learn how to instrument your site so that you can change it as your market changes. Web Engagement helps you gain a working knowledge of the core issues, key technologies, and essential business models that will help you devise a winning e-business strategy for your organization.

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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