17 April - PowerPoint PPT Presentation

17 april n.
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17 April
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17 April

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  1. 17 April Using Technology

  2. Where Can You Use Technology? • Product • Sales • Marketing • Operations • Finances • Salaries • Inventory • Logistics • Analysis • Market • Customer • Competition

  3. 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

  4. 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…

  5. 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?

  6. 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

  7. 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”

  8. 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

  9. Site use cookies to … • track number of visitors • distinguish first timers from returning visitors • track how often the user visits the site • Why? • frequent buyer programs • Do you know about the gold chest on Amazon? • $$$ from advertisers

  10. 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

  11. 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?

  12. 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.