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personal

Real web life example

Data mining

Improve customer satisfaction, provide information, and ................

What does Amazon.com do with the massive customer data it collects?

Targeted advertising

Experiment

Simulation

mail

panel

Structured

Semi-structured

individual depth interview

group discussion

unstructured

drop and collect

telephone

Survey

non-obtrusive

Targeted mailing

MBA Solvay - Marketing - 2010

Prof. C. Blümelhuber

Abdelkrim BOUJRAF

observation

obtrusive

Data model

usually observed and recorded or collected directly from respondents

Primary

governement statistics

trade associations

own records

Four members of an online advertising market: advertiser, channel provider, publisher and visitor

normally compiled inside or outside the organisation for some purpose other than the current investigation, include general reports supplied to an enterprise by various data services

Secondary

other published sources

Syndicated research reports

yearbook

Search engines use (at least) browser and operating systems'

information to show you targeted advertising

Co-creation of web applications through beta applications

Metadata stored on each web page provides insight on the

your interest - e.g.http://www.loreal.com

The practice of examining large databases in order to generate new information.

Simple signup page requests many

personal information

Incentives to provide accurate information (badges)

Localisation based system (I am at the restaurant)

Semacode puts on garbage collector provides

historical content to tourists based on localisation

Discount on products based on your location

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