Pregled bibliografske jedinice broj: 481325
The Path to Web Intelligence Maturity
The Path to Web Intelligence Maturity // Proceedings of the International Conference on e-Commerce, e-Business and e-Service 2010 (ICCBS 2010) / Ardil, Cemal (ur.).
Pariz: World Academy of Science, Engineering and Technology (WASET), 2010. str. 166-173 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 481325 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The Path to Web Intelligence Maturity
Autori
Panian, Željko
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the International Conference on e-Commerce, e-Business and e-Service 2010 (ICCBS 2010)
/ Ardil, Cemal - Pariz : World Academy of Science, Engineering and Technology (WASET), 2010, 166-173
Skup
International Conference on e-Commerce, e-Business and e-Service 2010 (ICCBS 2010)
Mjesto i datum
Pariz, Francuska, 25.06.2010. - 27.06.2010
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Web intelligence; web analytics; information technology (IT); interactive marketing
Sažetak
Web intelligence, if made personal, can fuel the process of building communications around the interests and preferences of each individual customer or prospect, by providing specific behavioral insights about each individual. To become fully efficient, Web intelligence must reach a stage of a high-level maturity, passing throughout a process that involves five steps: (1) Web site analysis ; (2) Web site and advertising optimization ; (3) Segment targeting ; (4) Interactive marketing (online only) ; and (5) Interactive marketing (online and offline). Discussing these steps in detail, the paper uncovers the real gold mine that is personal-level Web intelligence.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti
