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Business Topics and E-commerce. Some on-line resources on topics… Business Plans Someone’s site on E-commerce techniques Startup Case Studies website Marketing and E-Commerce. Business Plans. US Small Business Administration - PowerPoint PPT Presentation
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University of Virginia1
Business Topicsand E-commerce
• Some on-line resources on topics…
• Business Plans
• Someone’s site on E-commerce techniques
• Startup Case Studies website
• Marketing and E-Commerce
University of Virginia
Business Plans US Small Business Administration
Free on-line short courses:http://www.sba.gov/services/training/onlinecourses/index.html
In general, the courses are all self-paced and should take about 30 minutes to complete. Most of the courses require a brief online registration.
Small Business Primer: Guide to Starting a Business How to Prepare a Business Plan Technology 101: A Small Business Guide
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University of Virginia
Business Plans website US SBA site (previous slide)
Commercial website: http://www.bplans.com Ecommerce sample business plan:
http://www.bplans.com/e-commerce_start-up_business_plan/executive_summary_fc.cfm
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University of Virginia
Palmer Web Marketing http://www.palmerwebmarketing.com Some interesting resources
But caveat surfer!
Handout for discussion: Top 10 eCommerce Startup Mistakes
Free e-book (79 pages, lots of whitespace) eCommerce Roadmap
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University of Virginia
eCommerce Roadmap contents Palmer Webmarketing has a free e-book
http://www.palmerwebmarketing.com/e-commerce-ebooks/e-commerce-tips-ebook.php
Contents are: Landing Page Optimization Site Navigation Optimization Site Search Optimization Category Page Optimization Product Page Optimization Shopping Cart Optimization Checkout Process Optimization Customer Service eCommerce SEO Tactics
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University of Virginia
Startup Review: Case Studies http://www.startup-review.com/blog/about/
a blog that profiles successful Internet start-ups in a case study format
Created through interviews with early employees at the companies profiled and industry experts
Advertising.com, Betfair.com, Craigslist, Digg.com, eCRUSH Network, eHarmony, Facebook, Flektor, Flickr, Greenfield Online, Grouper Networks, Homegain, HotJobs, HOTorNOT.com, iStockphoto, Jumpcut, Jumpstart Automotive, Linkshare, LoopNet, LowerMyBills.com, Marchex, MyBlogLog, MySpace, Newegg, Reddit, Rent.com, Rotten Tomatoes, StepUp Commerce, Userplane, Wallstrip, Xfire, YouTube, Zappos.com
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University of Virginia
Marketing A definition of marketing:
strategies and actions a firm takes… to establish a relationship with a consumer… and encourage purchases of its products or services.
Marketing issues include: Understanding customers Products and brands (branding) Segments, targets, positioning And more…
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University of Virginia
Knowing About your Customers community, culture, lifestyle how they shop frequency, barriers (e.g. trust), facilitators where they get information about products behavior on-line behavior once on a site
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Internet Marketing Techniques An e-business has new ways to learn about
customers and behaviors. Examples: Analyzing behavior of customers on your website Storing shopping cart info, orders, etc in databases
Datamining
Customer registration info
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Analyzing Behavior on Website Let’s look at
Analyzing weblogs Web bugs
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Web servers log access Web logs can record:
IP address of visitor Time-stamp URL requested (page, image, script) Servers response URL from which visitor came to this site Browser and OS info
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University of Virginia
From Logs We Can Analyze: Day, time and time-of-year info What people requested The "clickstream" -- a trace of pages they went
through Where they came from What kind of computers they use
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University of Virginia
Companies and Technologies WebTrends (www.webtrends.com)
"Analytics" product: http://www.webtrends.com/Products/WebtrendsAnalytics8/Datasheet.aspx
They say: "Analytics allows you to measure all aspects of your organization's online presence, from static site content to what customers are doing on your blogs. Enhanced support for open standards lets you connect aggregate online data with purchasing, sales and other enterprise systems to get one view of your customers and data."
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University of Virginia
Companies and Technologies Google Analytics Free Service, http://www.google.com/analytics/ They say: “[GA] is the enterprise-class web
analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.”
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University of Virginia
Google Analytics GA can track visitors from all referrers, including
search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.
How's it work: A "page-tag" included on each web page. A bit of Javascript Collects visitor data, sends it to Google data collection
servers. Reports done hourly (with some lag)
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More User Info In addition to logs, there are:
Cookies You know about these. Can identify a returning customer (new or repeat visitor) Can say how long since they were here, etc. Not completely accurate. (why?)
Web bugs
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University of Virginia18
What’s a Web Bug? A graphic image on a Web page or in an Email
message A link to an external site, not an image
embedded in your message Designed to monitor who is reading the Web
page or Email message May be invisible (size 1 pixel by 1 pixel) or not Sometimes knowns as a "clear GIFs", "1-by-1
GIFs" or "invisible GIFs“ (More info:
http://www.eff.org/Privacy/Marketing/web_bug.html)
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How’s This Work? Web bug: on some other server Remember: when a server delivers a HTML file
or an image file, it logs this A page or an email can have an image that’s stored
on some external site Thus the server there logs delivery of that image
(even if it’s invisible to you)
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Examples (in HTML) <img
src="http://ad.doubleclick.net/ad/pixel.quicken/NEW" width=1 height=1 border=0>
<img width='1' height='1' src="http://www.m0.net/m/logopen02.asp? vid=3&catid=370153037&email=SMITHS%40tiac.net" alt=" ">
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What Info Can Be Gathered? Again, the server where the bug lives will log:
The IP address of your computer The URL of the page that the Web Bug is located on The URL of the Web Bug image The time the Web Bug was viewed The type of browser that fetched the Web Bug image
Also possible: Info from any cookie that's on your machine
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Web Bugs on a Web Page Using personal info in a cookie, ad companies
can track what pages you view over time Stores this info in a database Later used to target specific banners ads for you
How many people view a website
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Web Bugs Used in an Email Tells if and when a message was read Links email address with the IP address of
machine you read mail on Within an organization, can tell how often a
message is forwarded and read In spam:
How many users have seen the spam message Allows spammers to detect valid email addresses
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Web Bugs: Legal, Ethical? Controversial! Attempt to monitor you without
your knowledge Legal? Not clearly illegal They are used on the websites of legitimate
companies Privacy policies for websites generally don't
mention these
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Web Bugs: What can you do?
You can't easily identify web bugs Firebug can help you find them!
New email clients (e.g. Mozilla Thunderbird) do not display images in email that are links to files on external sites (see next slide) (Images embedded as part of email message are OK) You can click "Show Images" button Also nice not to see some images in spam
Helps to disable and delete cookies
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An Email Client Blocks Remote Images
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University of Virginia
Advertising Establishing a relationship with your customer
means: attracting and getting customers Therefore, ads!
Previously: TV, radio, newspaper, magazines, direct mail
Now also: advertising networks (e.g. DoubleClick), affiliate marketing, blog marketing,…
Search engines: SEO; pay for placement and rank
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University of Virginia
Ads Moving On-line On-line advertising growing 20% per year Intel:
has moved 50% of its marketing budget to the online channel
Proctor and Gamble (world's largest advertiser) 35% now on-line
Nike: only 35% in traditional channels the rest on-line and events
(Numbers reported as of 2007.)
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University of Virginia
Advertising Networks Participating sites (publishers) agree to display ads Thus the Advertising Network has an inventory of
available slots Database info, customer info, etc. used to sell slots
to those who match the site Also, customer movement tracked from site to site
to discover customer interest Also, you identity may be known (from some site’s
registration), so ads matching your demographic are shown
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Big Business DoubleClick
First SW released in 1996 Bought by Google in April 2007 for $3.1 billion
24/7 Real Media’s Open AdStream Bought by WPP for in June 2007 for $649 million
Aquantive Bought by Microsoft in May 2007 for $6.1 billion
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Big Business: E.g. DoubleClick 60 billion ads per month
About 24,000 a second
100 million user-profiles Relies on databases, servers, cookies, web
bugs
See diagram
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University of Virginia
Other Marketing Approaches Web 2.0 leads to marketing on…
Blogs, social networks, viral marketing
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University of Virginia
Search Engine Optimization (SEO) Most major search engines allow companies to pay
for their ads to be shown in response to specific searches
But steps you can take may help Register with search engines (if allowed) Make sure your keywords match common queries
Especially in title, headings, meta, top-level pages
Links: links to your pages, links to other pages Increasing in-links? Affiliate relationships, ads, dummy websites
Hire a pro (PalmerWebMarketing’s e-book has some suggestions too.)
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Much much more… Handout from textbook:
E-commerce: Business, Technology, Societyby Kenneth C. Laudon and Carol Guercio Traver
Covers: Ads (on-line, banner, video) Costs, effectiveness Email, spam Terminology for ads/on-line marketing Etc.
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