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Unformatted text preview: b sites are bountiful source of details about customer behavior, preferences, buying patterns used to tailor promotions, products, services, and pricing • Clickstream tracking tools: Collect data on customer activities at Web sites • Used to create personalized Web pages • 9.29 Collaborative filtering: Compares customer data to other customers to make product recommendations Essentials of Business Information Systems Chapter 9 E-Commerce: Digital Markets, Digital Goods Electronic Commerce and the Internet Web Site Visitor Tracking Figure 9-3 E-commerce Web sites have tools to track a shopper’s every step through an online store. Close examination of customer behavior at a Web site selling women’s clothing shows what the store might learn at each step and what actions it could take to increase sales. 9.30 Essentials of Business Information Systems Chapter 9 E-Commerce: Digital Markets, Digital Goods Electronic Commerce and the Internet Web Site Personalization Firms can create unique personalized Web pages that display content or ads for products or services of special interest to individual users, improving the customer experience and creating additional value. 9.31 Figure 9-4 Essentials of Business Information Systems Chapter 9 E-Commerce: Digital Markets, Digital Goods Electronic Commerce Achieving Customer Intimacy: Interactive Marketing, Achieving Personalization, and Self-Service Personalization, • Blogs • • • Personal web pages that contain series of chronological entries by author and links to related Web pages Has increasing influence in politics, news Corporate blogs: New channels for reaching customers, introducing new products and services • Customer self-service • • 9.32 Web sites and e-mail to answer customer questions or to provide customers with product information Reduces need for human customer-support expert Essentials of Business Information Systems Chapter 9 E-Commerce: Digital Markets, Digital Goods Electronic Commerce and the Internet Stonyfield Farms’ Baby Babble blog provides a channel for the company to talk to customers with young children directly and hear back from them. 9.33 Essentials of Business Information Systems Chapter 9 E-Commerce: Digital Markets, Digital Goods Electronic Commerce Business-to-Business Electronic Commerce: New Business-to-Business Efficiencies and Relationships Efficiencies • Electronic data interchange (EDI) • • • Computer-to-com...
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