Determining the performance of website-based relationship marketing

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Author(s)
Schäfer, Kerstin
Kummer, Tyge
Griffith University Author(s)
Year published
2013
Metadata
Show full item recordAbstract
Company websites are an important instrument for relationship marketing activities. We present a methodological framework that aligns website performance assessment and marketing intelligence for evaluating the performance of relationship marketing activities. In this context, we develop an extended web mining approach that integrates managerial perspectives in the analyst's investigation of the customer-website interaction based on historical clickstream data. This approach enables quantification of the moderating effect of a website's structure and content regarding website-based relationship marketing. The applicability ...
View more >Company websites are an important instrument for relationship marketing activities. We present a methodological framework that aligns website performance assessment and marketing intelligence for evaluating the performance of relationship marketing activities. In this context, we develop an extended web mining approach that integrates managerial perspectives in the analyst's investigation of the customer-website interaction based on historical clickstream data. This approach enables quantification of the moderating effect of a website's structure and content regarding website-based relationship marketing. The applicability of our approach is demonstrated by clickstream data of 477,471 visitor sessions on a software developer's website. The results provide detailed insights into the usage behavior on a website and the mechanisms to enhance e-commerce efficiency via website optimization.
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View more >Company websites are an important instrument for relationship marketing activities. We present a methodological framework that aligns website performance assessment and marketing intelligence for evaluating the performance of relationship marketing activities. In this context, we develop an extended web mining approach that integrates managerial perspectives in the analyst's investigation of the customer-website interaction based on historical clickstream data. This approach enables quantification of the moderating effect of a website's structure and content regarding website-based relationship marketing. The applicability of our approach is demonstrated by clickstream data of 477,471 visitor sessions on a software developer's website. The results provide detailed insights into the usage behavior on a website and the mechanisms to enhance e-commerce efficiency via website optimization.
View less >
Journal Title
Expert Systems With Applications
Volume
40
Issue
18
Copyright Statement
© 2013 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Marketing Measurement
Interorganisational Information Systems and Web Services
Mathematical Sciences
Information and Computing Sciences
Engineering