Online Data Capture Chapter 6

1
Online Data CaptureChapter 6

• Chris Bralczyk
• Gayle Bradshaw
• Michelle Guthrie
• Rachel Donovan
• Jason Kniebel
• Bridget Locke

2
Introduction

• Chapter 6
• Understanding the Internet Consumer
• Online Data Capture
• 2 types of data
• Nature of the data
• How it is acquired

3
Third-Party Internet Usage Data

• Variables include
• Length of time on a website
• Pages visited
• Destination site after leaving
• Number of Internet sessions per day/week/month
• Average length of each session
• Average number of sites in each session
• Watch Out, Google! Amazon Gets Search
• A9.com is a powerful search engine, using web
  search and image search results enhanced by
  Google, Search Inside the Book, results from
  Amazon.com, reference results from GuruNet, movie
  results from IMDb, etc.
• Provides a unique set of powerful features to
  find information, organize it, and remember it
  all in one place

4
Transactional Data

• Customer account data
• Customer name
• Billing address
• Acquisition source (catalog, banner ad, search
  engine)
• Ship-to address
• Purchase-specific data
• SKU numbers for each product
• Date of purchase
• Total number of items
• Total value of purchase
• Channel (retail, catalog, Web, etc.)
• Method of payment

5
Who Captures the Data?

• The Enterprise itself
• Limited by enormous amount of data which must be
  extracted from operating systems and analyzed
• Very expensive
• Marketing Data services
• Specializes in click stream data capture
• Acquires site-specific statistics for only the
  company website not for competitors

6
How much is too much?

• Level of detail at which the data is captured
  depends on the enterprises current and future
  marketing plans
• Tempting to capture the largest possible number
  of variables at the finest level of detail
  (granularity)
• the marketer doesnt know exactly what he will
  need
• possible to aggregate very detailed data but
  usually impossible to break out data that was
  collected at a higher level of aggregation

7
How much is too much? Cont.

• Collection and maintenance of data is a
  significant marketing expense item unnecessary
  detail is expensive to store and cumbersome to
  handle
• The IT shop usually has a kind of pack-rat
  mentality, where they want to collect data by
  defaultIf storage is cheap, lets go ahead and
  collect it. The IT unit generally has no sense
  of how the line-of-business manager needs to use
  that data.
• PeopleSoft aligns business strategy with
  operations to help companies react quickly to
  unexpected changes in business conditions.

8
www.iwon.com

• People register and customize a personal home
  page
• iwon.com tracks peoples behavior and sells the
  information
• iwon.com gives away 10,000 every weekday, 1,000
  on the weekend and 1 million every tax day

9
The Dark Side of Online Shopping

• Internet investigator Don Garlocks story
• Thieves held web development jobs in Thailand
• Debit card number stolen from Amazon.com or
  randomly generated
• Avoid using debit cards
• Transactional data is NEVER 100 safe
• It CAN happen to anyone!!!!

10
Conclusion

• Used to understand consumers better
• Provides ways to segment consumers through their
  online behavior
• Next Step implement marketing strategies based
  on captured information
• Provides edge in competitive marketplace
• Imposes vulnerability on consumers personal
  information
• Beware!!!! Nothing is completely secure!!!!