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
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.