Information Technology Reference
In-Depth Information
In Section 2 of this paper we describe the main problem that are concerned with E-
Marketing and Selling and why data mining and user modeling is important. The
basic data that can be automatically accessed from a website are describe in Section 3.
In Section 4 we give a brief overview about the basic data mining methods and
indicate how they can be used for marketing and selling. In Section 5 we describe our
idea for intelligent e-marketing with data mining and user-adapted interfaces. Finally
we give conclusions in Section 6.
2 E-marketing/Selling
In order to do e-marketing, it is necessary to know about traditional marketing,
computing sciences and also about analytical methods.
E-marketing is the concentration of all efforts in the sense of adapting and
developing marketing strategies into the web environment. E-marketing involves all
stages of work regarding a web site, such as the conception, the project itself, the
adaptation of the content, the development, the maintenance, the analytic measuring
and the advertisement. One of the most serious misunderstandings is to face the web
as a simple extension of marketing campaigns of the company, or "a cheap"
institutional propaganda. When launching a business on the Internet, whether it is an
institutional site or a site for online shopping/electronic trade, it is necessary to have
in mind that this means dealing with media, with very peculiar characteristics.
E-Business can be any site with commercial purposes that is on the internet,
regardless of the characteristics of the site. A classification of these activities
according to different objectives leads to four basic forms of the usage of the internet
for business
1
:
Online promotion
Online Shopping
Online Service and
Online Collaboration.
The aim of online promotion is to bring an advertisement message which is
targeted to specific customer group quickly and cost-effective to this group. Online-
shopping is the selling of products or services via the internet. The basic requirements
for an on-line shop are at least a product catalogue and a safe and error-tolerant
transaction line for ordering and paying the products and services. Online-service
means to provide services via the internet. These services can be free or the user has
to pay a fee for it. The important advantage is that these services can be accessed from
everywhere in the world at any time. With online-collaboration are named all
strategies where users are enabled to get into contact with other users. Very popular
are user forums (moderated and free onces). The other very common way are chat
rooms. The aim of online collaboration is to transport a special image to the target
group, that is not creatable through classic advertisement.
For a successful web presence it is useful to combine these different models. An
online shop will also do some promotion of products via e-mail or provide services to
the customer which will help to keep the customer. Successful web presentations are a
