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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_120";var NextPage="Page_122";var CurPage="Page_121";var PageOrder="131";</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_120.html'>Previous</A></TD>  <TD ALIGN=RIGHT><A HREF='Page_122.html'>Next</A></TD>  </TR>  </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_121'/><A NAME='{40F}'/><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 121</FONT></TD></TR></TABLE><A NAME='{410}'/><TABLE CELLPADDING=0 CELLSPACING=0 BORDER=0 WIDTH='100%'><TR><TD HEIGHT=12></TD></TR><TR><TD><TABLE CELLSPACING=0 BORDER=0 BORDERCOLOR=#000000 RULES=ALL WIDTH=583 CELLPADDING=5><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Server Engineer</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Website Analyst</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Internet Engineer</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Production Engineer</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>User Interface Designer</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Production Content Manager</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web System Administrator</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Design Lead</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Technologist</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Content Producer</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>User Interface Analyst</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Promotions Manager</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Brand Manager</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Publisher</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Internet Application Developer</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Forum Manager</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Online Documentation Manager</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Content Editor</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Partner Services</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Marketing Editor</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Account Manager</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Administrator</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Producer (Marketing)</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Designer</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Software Developer</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Partner Advertising Administrator</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Graphic Artist</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Production Marketing Manager</FONT></TD></TR><TR><TD WIDTH=295 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web System Designer</FONT></TD><TD WIDTH=288 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Web Content Publisher</FONT></TD></TR></TABLE></TD></TR></TABLE><BR><A NAME='{411}'/><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>Ensure they participate in the establishment of expectations, whether in terms of online sales, web traffic, or other measurable goals. Most likely you are already aware of the current state of affairs with your website, your Internet presence, and electronic retailing efforts. These are some of the questions you may want to consider at this juncture:</FONT></TD><TD></TD></TR><TR>  <TD COLSPAN=3></TD></TR><TR>  <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{412}'/><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>1. How much of an improvement do you need on your advertising or customer response rates?</FONT></TD><TD></TD></TR><TR>  <TD COLSPAN=3></TD></TR><TR>  <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{413}'/><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>2. What area of your website do you hope to improve by data mining customer transactions?</FONT></TD><TD></TD></TR><TR>  <TD COLSPAN=3></TD></TR><TR>  <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{414}'/><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>3. Is the business goal of your data mining analysis measurable, and if so, what is your baseline for success?</FONT></TD><TD></TD></TR><TR>  <TD COLSPAN=3></TD></TR><TR>  <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{415}'/><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>Recognize that you need to do some documentation regarding your data mining analysis both prior and after your analysis. The data mining of your transactional data will definitely have positive results on your website operation and overall bottom line, so the question you need to frame is &quot;by how much?&quot; What you need to be clear on is by how many responses, e-mail requests, online sales, clickthroughs, etc.</FONT></TD><TD></TD></TR><TR>  <TD COLSPAN=3></TD></TR><TR>  <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{416}'/><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><B><I>Baseline</I></B></FONT></TD><TD></TD></TR><TR>  <TD COLSPAN=3></TD></TR><TR>  <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{417}'/><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>One way of establishing these baselines is by looking at the current rate of sales for each of your main product lines. For example, if only 80 out of every thousand website visitors click through and purchase Product A on your website, then your baseline for that product is 8</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='{418}'/></FORM></P></TD></TR></TABLE><P><FONT SIZE=0 COLOR=WHITE></CENTER><A NAME="bottom">&nbsp;</A><!-- netLibrary.com Copyright Notice -->  </BODY></HTML>
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