| |
 |
|
 |
Claudia Imhoff, president of business intelligence consultants Intelligent Solutions, reveals how to leverage click stream data to improve Web site performance. When properly analyzed, click stream data can tell organizations: how visitors arrive at their site; where they spend most of their time at the site; what percentage of visits results in sales; what may cause visitors to leave without buying; and what kinds of information or products visitors are searching for. Imhoff looks at trends in e-business, and then defines click stream data. In addition, she details the architecture of a successful e-business, and examines the process flow behind the architecture - including personalization and customization of content for customers. Imhoff concludes by explaining five common mistakes organizations make in their Web CRM initiatives.
PROGRAM TOPICS:
INTRODUCTION
AGENDA
TRENDS IN E-BUSINESS
E-Business Objectives: Personalization and Customization
E-Business Objectives: Cross-Selling and Tracking
Marketing's Use of Click Stream Analysis
Determining Who the E-Business Customer Is
Determining Who the E-Business Customer Is: Data Conversion Issues
The Secret to E-Business Success
WHAT IS CLICK STREAM DATA?
Who Collects Click Stream Data?
Who Collects Click Stream Data? B-to-B Example: Flowers.com
Who Collects Click Stream Data? B-to-C Example: E-Tailers
The Content of Click Stream Data: IP Address
The Content of Click Stream Data: Customer Identity
The Content of Click Stream Data: Date, Time and Prior Site Information
The Content of Click Stream Data: Unusable Data
The Content of Click Stream Data: Interpreting Data
Case Study: Microsoft's Click Stream Data
Benefits of Using Click Stream Data
Integration of Click Stream Data Requires a Technological Architecture
THE ARCHITECTURE FOR A SUCCESSFUL E-BUSINESS
Problems Associated With Not Having an E-Business Architecture in Place
Why Do You Need an E-Business Architecture?
Web Site Performance: Are Customers Leaving Your Site?
Sorting Through the Volumes of Data About Activity on Your Web Site
Responsiveness: Tracking Your Customer's Online Shopping Trip
A Solid E-Business Architecture Forms the Base of Your Web Site
The Corporate Information Factory
Implementing the Corporate Information Factory
THE PROCESS FLOW BEHIND THE E-BUSINESS ARCHITECTURE
Setup for Click Stream Analysis: Acquiring and Capturing Customer Information
Setup for Click Stream Analysis: Analyzing Customer Information
Using Customer Information for Personalization
Using Customer Information for Personalization and Customization
Click Stream Analysis: The Solution for E-Business
Click Stream Analysis and Personalization vs. Customization
Click Stream Analysis and Web Site Personalization
Click Stream Analysis and Web Site Customization
Click Stream Analysis and Earning Customers' Trust
Customization Increases Customer Loyalty
The Synergy Between Personalization and Customization
Five Common Mistakes That Companies Make in Developing E-Business Web Sites
Five E-Business Web Site Mistakes: Marketing Efforts Fall Short
Five E-Business Web Site Mistakes: Web Site Not Integrated With Back Office
Five E-Business Web Site Mistakes: Web Site Is Not Intuitive
Five E-Business Web Site Mistakes: Incompatible Systems and Poor Network Design
Five E-Business Web Site Mistakes: Web Site Is Outdated
Having an Architecture in Place Will Prevent Many E-Business Web Site Mistakes
AVAILABLE ON:
Videotape, CD-ROM, Internet, Intranet
Presenter:
Claudia Imhoff
View Bio
|
Email the Expert
|
|
- high
- medium
- low
