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Chapter 6 - Chapter 6 E-Marketing Research The Purina Story...

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Chapter 6: E-Marketing Research The Purina Story o Nestle Purina PetCare wanted to know whether their websites and online advertising increased off-line behavior. o Nestle Purina developed 3 research questions: Are our buyers using our branded websites? Should we invest in other websites? If so, where should we place the advertising? o Combined online and off-line shopping panel data revealed: Banner click-through rate was low (0.06%). 31% of subjects exposed to both online and off-line advertising mentioned Purina. The high exposure group mentioned Purina more than the low exposure group. Data Drive Strategy o Information overload is a reality for consumers and marketers alike. o E-marketers must determine how to glean insights from billions of bytes of data. o Data require insight or application to inform marketing strategy. Marketing Knowledge Management o CRM (Customer Relationship Management) The process of managing the creation, use, and dissemination of knowledge.
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