R: [thelist] Web Marketing (was RE: Old Browsers old Software,

Watkins Matthew matthew at Natuzzi.com
Thu Jul 12 09:20:58 CDT 2001


-----Messaggio originale-----
Da: martin.p.burns at uk.pwcglobal.com [mailto:martin.p.burns at uk.pwcglobal.com]

Inviato: giovedì 12 luglio 2001 15.22
A: thelist at lists.evolt.org
Oggetto: RE: [thelist] Web Marketing (was RE: Old Browsers old Software,



Memo from Martin P Burns of PricewaterhouseCoopers

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Sounds like a vanilla Vignette or Broadvision demo - pretty reasonable
implicit personalisation. Of course to make sense in a demo, it has to be
non-subtle.


What you'll tend to do is set a number of key events, and
a ruleset which will influence along a number of vectors depending on which
of those events have been triggered by a given user.

The fun bit starts when you start defining what data you collect and how the
variables influence the end content. It's a *non* fun game, which really
needs a hard-core data analyst at your elbow.

The hardest bit is working out what combination of events really help you
understand the characteristics of your users. In some cases, you end up just
asking the user anyway, so you're not guessing as much.

Martin





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Subject:  RE: [thelist] Web Marketing (was RE: Old Browsers old Software,


The example given was an investment firm.  If the
customer used a certain link, and particularly if they
took some action while on that portion of the site,
the profile software recognized this.  The next time
that same customer went to the "home" page (this was
done real time in the demo) the home page presented
itself in a different format. In the exapmle being demonstrated, an area of
the page that had a presentation of one "offering" was gone, replaced with
information on the "offering" the customer's prior actions had indicated
they had an interest in.

Rather than examine the logs manually or with a
separate software package, the profile software did
the analysis and presented a GU view of what was being
done both by the entire visitor base and/or by a
particular customer.  The "marketing guys" could set
thresholds at which certain features of the site would
"morph" itself to a view that a returning customer
would find interesting and useful. There was also a
more robust look at the "click through path" type of statistics, but my
memory is a little fuzzy on this part of the presentation.

Looked like a pretty good tool to give value to a
return visit at least for some types of business
sites.

Whadda ya think of the concept?




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