17 April

Using Technology

Where Can You Use Technology? Product Sales Marketing Operations

Finances Salaries Inventory Logistics

Analysis Market Customer Competition

Data Mining

Two forms Searching for unknown links Searching for unknown patterns

If I had the following information Joe bought milk, cookies, and cereal Jane bought milk and cereal Sam bought milk, eggs, and bread Sally bought coffee, bread and eggs Francine bought toast and jam

Getting People to a Web Site

If your web site is your product or service, you must get people there

First time through marketing But how do you keep them coming back?

What techniques are used? Banner Ads Search Engines

Let’s start with a simple search…

Banner Ads

Straight forward to implement Are they effective? Are they ethical?

Have people become oblivious? How would you curb them? Would they be there is host sites didn’t get

paid?

Search Engines

How does Google work? How do you raise your visibility on Google?

How many sites do people visit? How do you assure that you are within that top

number? How do you keep criticism from being in that

number? SEOs

Internet cookies

A text file which a website can store on its visitors’ hard drives

Made up of numbers and letters Generally, cookies are a simple ID file Sometimes they can store more complicated

information Also called “name-value pairs”

Cookies…

remember usernames for various sites that require log-in

allow you to shop as you browse via online shopping carts

provide user customization of sites, like weather.com & msn.com

Site use cookies to …

track number of visitors distinguish first timers from returning visitors track how often the user visits the site

Why? frequent buyer programs

Do you know about the gold chest on Amazon? $$$ from advertisers

Problems

Multiple users on the same hard drive Family computer, internet cafes

Credit card fraud Easily erasable

Throw off site’s total counts Can contain spyware!

Can pass on personal information without user’s permission (email address, phone number, credit card number, etc.)

Can collect information through aggregation

DoubleClick Inc.

Developed cookie program that can follow and save user internet browsing

Profiles can be extensive and detailed Serves over 200 billion ads per month

Google announced plan to acquire. Why?

Doubts behind Doubleclick:

Announced plan to link anonymous cookie profiles to personal user information without user’s permission.

DoubleClick planned to turn around and sell the comprehensive profiles to other companies.