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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_306";var NextPage="Page_308";var CurPage="Page_307";var PageOrder="314";</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_306.html'>Previous</A></TD> <TD ALIGN=RIGHT><A HREF='Page_308.html'>Next</A></TD> </TR> </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_307'/><A NAME='{A2F}'/><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 307</FONT></TD></TR></TABLE><A NAME='{A30}'/><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>graphics may also lead you to forge alliances or partnering with other firms and sites. In fact the level by which your website data can be enhanced by merging it with other information sources varies in relation to the activity which occurs with each visitor or customer. You can only link information to data, which is generated by the interactions that take place in your website:</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{A31}'/><TABLE CELLPADDING=0 CELLSPACING=0 BORDER=0 WIDTH='100%'><TR><TD HEIGHT=12></TD></TR><TR><TD><TABLE CELLSPACING=0 WIDTH=547 CELLPADDING=5><TR><TD WIDTH=121 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2><B>Visitor Action</B></FONT></TD><TD WIDTH=151 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2><B>Data Captured</B></FONT></TD><TD WIDTH=275 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2><B>Data Can Be Linked To</B></FONT></TD></TR><TR><TD WIDTH=121 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Browse</FONT></TD><TD WIDTH=151 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Referrer log, cookie</FONT></TD><TD WIDTH=275 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Collaborative filtering, ad network</FONT></TD></TR><TR><TD WIDTH=121 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Register</FONT></TD><TD WIDTH=151 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>ZIP, gender, age</FONT></TD><TD WIDTH=275 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Demographic database</FONT></TD></TR><TR><TD WIDTH=121 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Purchase</FONT></TD><TD WIDTH=151 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Customer address</FONT></TD><TD WIDTH=275 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Household file, data warehouse</FONT></TD></TR></TABLE></TD></TR></TABLE><BR><A NAME='{A32}'/><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>With every interaction, website visitors provide more information about themselves that can be used to merge it with other sources of lifestyle and consumer preference databases. In addition, with every purchase a retailer can determine a consumer's preferences and rate of consumption. This data gathering starts at a very low level, where only server log information is being captured and where the only matching which can occur is that involving the matching with collaborative filters and the commingling of cookies, such as that of the DoubleClick DART ad network. At the next stage, when a visitor completes a registration form at your website, important information can be captured, such as their ZIP code, which can be used to match it against such demographic databases as those from the Claritas, CACI, and Acxiom systems.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{A33}'/><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>Lastly, when a visitor becomes a customer and actually makes a purchase requiring that a product be mailed to them, their physical address is captured, which can be matched against an assortment of other sources of information. These sources include household information providers like Experian and Polk, which cull consumer information from warranty cards and other public records and consumer sources. All of these third party data providers vary in the amount of detail they can provide about consumers starting from the ZIP code, ZIP+4 and down to the track or single household level. It is recommended that you do some comparison shopping and testing to determine which vendors give you the highest file penetration for your particular customers. Ask for specific statistics on their information content and their percent of file coverage.</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{A34}'/><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>Website customer information can also be linked to your own data warehouse enabling you to do some additional data mining analysis,</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='{A35}'/></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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