ADMS 3521 Lecture Notes - Lecture 7: Data Mining, Inpage, Pinterest

• School: York University
• Department: Administrative Studies
• Course: ADMS 3521
• Professor: John Kucharczuk

Document Summary

Session 7 october 20, 2013, read chapter 6 and 7. Learning objectives: understand how consumers behave online, consumers choose the online market due to 24-hour shopping convenience (35. 1%), easier to compare prices (33. 1%), and free shipping offers (31. 5%) Five stages in consumer decision process: awareness of need. Ads and promotions: search for more information. Search engines and online catalogues: evaluation of alternatives. Product reviews: actual purchase decision, discounts, sales, promos, post-purchase contact with the firm, newsletters and online updates, model of online consumer behaviour. The transaction log that consumers establish as they move about the web, from search engine, to a variety of sites, then to a single site, then to a single page, and then finally to a decision to purchase. Identify and describe the basic digital commerce marketing and advertising strategies and tools. Five main elements of a comprehensive multi-channel marketing plan: web site.