WebMining for Profit : E-Business... | Buy

WebMining for Profitability provides a central reference to the components, issues, techniques and technologies for aggregating, enhancing, mining, and leveraging web data for personalization and profitability. This is the only book that provides guidance for categorizing the dozens of personalization products and services in the market or assessing their effectiveness. The book has a companion website that will be continuously updated. The site will enable readers to chat, mail sections to colleagues, and register for a newsletter on new profitability products, services, upgrades, announcements, and profitability case studies. This is a powerful manual for e-businesses on how to achieve profitability by leveraging web analytic tools, techniques, services, and strategies.

Preface

xi

Acknowledgments

xiii

Introduction

1

(18)

Marketing technology

7

(1)

The e-business as profiler

8

(1)

Every move they make

9

(1)

The marketing technology marketplace

10

(3)

Selecting your solution

13

(1)

Rules rule

14

(1)

An evolving technology

15

(1)

What doesn't work

15

(1)

Getting to know you

16

(1)

Web mining

16

(1)

The salesperson as an AI

17

(1)

Privacy for value

17

(2)

Web Data Components

19

(14)

Design your data

20

(2)

Log files

22

(3)

Cookies

25

(2)

Web bugs

27

(2)

Forms

29

(1)

Clickstream data

30

(3)

Offline Demographics

33

(24)

Offline demographics for online marketing

35

(12)

Matching level of external data

47

(2)

Firmographics for business-to-business applications

49

(1)

Data preparation and cleansing service providers

50

(3)

New service products

53

(4)

Log Analyzers and Packet Sniffers

57

(20)

Log analyzers

57

(10)

Limitations of log analyzers

67

(1)

Packet sniffers

67

(8)

Questionable results

75

(2)

Collaborative Filtering Software

77

(12)

Collaborative filtering technology

77

(10)

Limitations of collaborative filtering technology

87

(2)

Data-Mining Suites

89

(22)

Data-mining formats

89

(5)

Text mining

94

(2)

The suites

96

(15)

Webhouses

111

(16)

What they are and how they work

111

(14)

Summary

125

(2)

Web Ad Networks

127

(20)

What they are and how they work

127

(14)

The problems with ad networks

141

(2)

The future of ad networks

143

(4)

E-Mail Managers

147

(18)

Engaging e-mail

147

(2)

Data mining and e-mail

149

(1)

E-mail managers: what they are and how they work

150

(1)

E-mail service providers: who does what

151

(2)

E-mail marketing system providers

153

(8)

Selecting an e-mail manager: a checklist

161

(1)

Beware of the killer app

162

(3)

E-Commerce Suites

165

(14)

E-commerce suite providers

167

(10)

The online storefront

177

(2)

eCRM (Electronic Customer Relationship Management) Systems

179

(16)

eCRM providers

180

(5)

Other eCRMs

185

(7)

eCRMs and ROI

192

(3)

Personalization Applications Service Providers (ASPs)

195

(14)

Data-mining and personalization ASPs I

196

(9)

Renting personalized service

205

(1)

Selecting your ASP

206

(3)

Personalization, Profitability, and Privacy

209

(6)

Opt-in versus opt-out

210

(1)

Privacy legislation

211

(1)

Illegal bugs

212

(1)

Be privacy compliant now

213

(2)

A Personalization Case Study

215

(20)

Getting to know your customers

215

(1)

Who buys air conditioners online?

216

(7)

Propensity to purchase offers

223

(4)

Online marketing via offline catalogs

227

(1)

Dynamic scoring

227

(1)

Customer profiles

228

(1)

Selling suits online

229

(3)

Customer online service

232

(1)

It's service not software

233

(2)

Appendix

235

(6)

Index

241

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.