E-Marketing 4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter6:MarketingKnowledge1000001001010100111101000010010111010010C2006PrenticeHalln
©2006 Prentice Hall 6-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 6: Marketing Knowledge
Chapter 6 ObjectivesAfterreadingChapter6youwillbeableto.ldentifythethreemain sourcesof datathatemarketers use to address researchproblemsDiscusshowandwhye-marketersneedtocheckthequality of research data gathered online.Explainwhythe Internetisusedasa contact methodforprimary research and describe the main Internet-basedapproachestoprimary research.Contrast client-side,server-side,and real-spaceapproaches to data collection.Highlightfourimportantmethodsof analysisthatemarketers can apply to data warehouse information.70010701001111010000100101110100102006PrenticeH
©2006 Prentice Hall 6-2 Chapter 6 Objectives • After reading Chapter 6 you will be able to: • Identify the three main sources of data that emarketers use to address research problems. • Discuss how and why e-marketers need to check the quality of research data gathered online. • Explain why the Internet is used as a contact method for primary research and describe the main Internetbased approaches to primary research. • Contrast client-side, server-side, and real-space approaches to data collection. • Highlight four important methods of analysis that emarketers can apply to data warehouse information
The Purina StoryNestlePurinaPetCare Companywantedtoknow whethertheirweb sites and onlineadvertising increasedoff-linebehaviorNestledeveloped3researchquestions:·Areourbuyers usingourbrandedWeb sites?Shouldwe invest in otherWeb sites?If so,whereshouldweplacetheadvertising?700070100111001000010010111010010C2006PrenticeHal
©2006 Prentice Hall 6-3 • Nestle Purina PetCare Company wanted to know whether their web sites and online advertising increased off-line behavior. • Nestle developed 3 research questions: • Are our buyers using our branded Web sites? • Should we invest in other Web sites? • If so, where should we place the advertising? The Purina Story
The Purina Story, cont..They combined onlineand off-line shoppingpanel data and found that:·Bannerclickthroughwaslow (0.06%)·31%ofsubjectswhowere exposedtobothonlineand off-line advertising mentioned Purina.Thehighexposure groupmentioned Purina morethanthe lowexposuregroup·Home/health and living sites receivedthe mostvisitsfrom their customers Would you also have selected petsmart.comand about.com for Purina PetCare ads?07007:0101001111010000100101110100102006PrenticeHa
©2006 Prentice Hall 6-4 The Purina Story, cont. • They combined online and off-line shopping panel data and found that: • Banner clickthrough was low (0.06%). • 31% of subjects who were exposed to both online and off-line advertising mentioned Purina. • The high exposure group mentioned Purina more than the low exposure group. • Home/health and living sites received the most visits from their customers. • Would you also have selected petsmart.com and about.com for Purina PetCare ads?
Data Drives Strategy.Organizations are drowning in dataMarketinginsightoccurssomewherebetweeninformationandknowledgePurina,forexample,sortsthroughhundredsofmillionsofpiecesofdataabout21.5millionconsumersto make decisions000000170000070007100070C2006PrenticeHal
©2006 Prentice Hall 6-5 Data Drives Strategy • Organizations are drowning in data. • Marketing insight occurs somewhere between information and knowledge. • Purina, for example, sorts through hundreds of millions of pieces of data about 21.5 million consumers to make decisions