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<HTML> <HEAD> <!--SCRIPT LANGUAGE="JavaScript" SRC="http://a1835.g.akamai.net/f/1835/276/3h/www.netlibrary.com/include/js/dictionary_library.js"></SCRIPT> <SCRIPT LANGUAGE="JavaScript"> if (!opener){document.onkeyup=parent.turnBookPage;} </SCRIPT!--> <META HTTP-EQUIV="Cache-Control" CONTENT="no-cache"> <META HTTP-EQUIV="Pragma" CONTENT="no-cache"> <META HTTP-EQUIV="Expires" CONTENT="-1"><META http-equiv="Content-Type" content="text/html; charset=windows-1252"><SCRIPT>var PrevPage="Page_74";var NextPage="Page_76";var CurPage="Page_75";var PageOrder="87";</SCRIPT> <TITLE>Document</TITLE> </HEAD> <BODY BGCOLOR="#FFFFFF"><CENTER><TABLE BORDER=0 WIDTH=100% CELLPADDING=0><TR><TD ALIGN=CENTER> <TABLE BORDER=0 CELLPADDING=2 CELLSPACING=0 WIDTH=100%> <TR> <TD ALIGN=LEFT><A HREF='Page_74.html'>Previous</A></TD> <TD ALIGN=RIGHT><A HREF='Page_76.html'>Next</A></TD> </TR> </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_75'/><A NAME='{2B0}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR><TD ALIGN=RIGHT><FONT FACE='Times New Roman, Times, Serif' SIZE=2 COLOR=#FF0000>Page 75</FONT></TD></TR></TABLE><A NAME='{2B1}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>At the third level you have the actual behavior of your customers, whose actions you can mine in order to identify specific patterns or signatures. At this level, an additional data component from cookie files can begin to be assembled and mined in order to discover propensities for clickthroughs and actual online sales. Data from the prior two other levels can also be merged in order to construct models and profiles identifying the attributes of these customers.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2B2}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>When this information is assembled, data mining techniques can be used to infer customer composites about lifestyle similarities, attributes, and characteristics. With these insights you can begin to fine tune your advertising and marketing campaigns. Through the careful design and integration of your forms you can begin to learn from your visitors and customers what they like and don't like about your products and services and those of your competitors. Through this process you can increase your revenue stream from each customer and begin to gain a competitive advantage. In the process of retaining customers, the cost of attracting new ones is reduced, since it costs less to keep them than to acquire new ones. Tracking, capturing, and mining data from advertising and your website promotional efforts are important, especially if you are gathering useful demographic data relevant to your business objective: <I>online sales.</I></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2B3}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>The more targeted your ads and online promotions are, the more qualified the leads you're likely to get and the higher a response you are likely to see. Website visitors and customers behave differently and have unique needs for using the Internet, which means you should be aware of their idiosyncrasies. With the data mining of your website you will gradually "learn" to deal with your customers in subtle but effective ways—with different cues, offers, and content—targeted much narrower than traditional media.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2B4}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>Your website has the ability to provide individualized products and services when it captures enough data for mining from assorted log and cookie files and personal information captured from your site's forms. There are additional technologies, techniques, and services unique to the Web which you can use to generate the data for mining, including products and services from BroadVision's Relational, ADSmart, Engage Technologies, and GuestTrack. However, before this can succeed, security and privacy concerns need to be addressed. You need to respond to concerns over silent tracking techniques via cookies, collaborative agents, ad servers, etc., and explicitly inform your visitors and customers how you plan to use the data you are capturing to personalize their experience while they are in your website. Your primary reason for data mining should be to create such a high</FONT><FONT FACE='Times New Roman, Times, Serif' SIZE=3 COLOR=#FFFF00><!-- continue --></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{2B5}'/></FORM></P></TD></TR></TABLE><P><FONT SIZE=0 COLOR=WHITE></CENTER><A NAME="bottom"> </A><!-- netLibrary.com Copyright Notice --> </BODY></HTML>⌨️ 快捷键说明
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