-
Web 2.0
-
* (E-mail Marketing) (Viral Marketing) (Permission Marketing)
(Affiliated Web Sites Marketing)
-
* (Wal-Mart)(Wal-Mart)
-
*
-
*
-
* () ()
-
* (Up-Selling)(Cross-Selling)
-
* (Corporate Needs Analysis) (Compiling Data) (Initial Analysis)
(Profitability Analysis) (Trends Analysis) (Defining the Market)
(Developing the Marketing Programs) (Tracking Results and
Trends)
-
*
-
*
-
* (CRM)
-
*
-
*
-
*
-
* RFMRFM(Recency)(Frequency)(Monetary)RFM
-
*RFM 1. Recent 2. Frequency
-
*RFM3. Monetary 4. RFM
-
*RFM1.
-
*RFM2.
-
*RFM3.
-
* 1. (Prospects )
-
* 2. (Responder)
-
* 3. (Established Customers)
-
* 4. (Former Customers)
-
*
-
*
-
* (Data Mining)
-
* (Data Cleaning)(Noise) (Data Integration) (Data Selection)
(Data Transformation)(Summary)(Aggregation)
-
* (Data Mining) (Pattern Evaluation) (Knowledge
Presentation)(Visualization)
-
*
-
* (Directed Data Mining) (Undirected Data Mining)
-
* (Bayesian Network)(Cluster Analysis)(Training Data
Set)(Testing Data Set)(Decision Tree Induction)( Conceptual
Clustering)
-
*(Database-Oriented Approaches)(Neural Network)(Rough Set)
-
*
-
*
-
*
-
* (Customer contact cycle) (Acquisition phase)
(Testing/conversion phase) (Retention phase)
-
*(Junk mail)1%
-
*80%(UCE, Unsolicited commercial E-mail) (Permission E-mail)
-
*
-
*
-
*E-mail1. (Customer relationship)2. (Corporate
newsletter)(Hyperlink)
-
*E-mail3. () (Reminder service)4. (Permission list
marketing)Opt-in list(List manager)
-
*E-mail5. (Sponsorship newsletter)6. (Discussion list)
-
*E-mail7. (Friend referral)8. (Partner co-marketing)ABBA
-
* /
-
*
-
*
-
* (Open rate)10 50(Click through rate)(hyperlink)
-
* /(Conversion rate)(ROIReturn on Investment)
-
*(Viral Marketing)E-MAILe-mailemailBBS
-
*http://www.justin-photo.idv.tw/aegean/
-
*
-
* = + +
-
* 1 23
-
*(1) (2) (3) (4) (5) (6) (7) ()PARTY(8) (9)
-
*(Permission Marketing)Email (What User Wants)
-
*(Affiliated Web sites)
-
*
-
*
-
*BlogWeb Log(Blogger)Blog1997BloggerBlogBloggerBlog
-
*BBSe-mailGoogleYahoo!
-
*NissanNike
-
* (7 Up)20033(Raging Cow)6(The Raging Cow Boycott)
-
* 1. Blog(Nissan)2005Tiida(http://blog.nissan.co.jp/TIIDA/)
-
*2.
-
*3. Blog4. Blog
-
* GoogleYahoo(Search Marketing)(Keywords)GoogleYahoo!
-
*http://tw.emarketing.yahoo.com/ysm/
-
*
-
*
-
* ()()
-
* (13.92%)(10.83%)
-
* 3 0.5 10531050.55.5
-
*(Cost Per Click, CPC)Yahoo 3 100 Yahoo 300
-
* ()()Yahoo ++ C
-
* ()
