Description:
Given today's rapid-development tools and the inherently high velocity of a user's experience on the Web, the temptation for many businesses is to rush to project the traditional business model to the Internet to sell and advertise their products. In Web Engagement, author Bill Zoellick introduces a little common sense to the seemingly chaotic process, closely examining the business realities of "engaging" your customers in cyberspace. This title doesn't talk networking protocols or programming languages; it's a guide for those who establish Web strategies. Although the text speaks to managers, programmers also will find it useful, because it adds a business-level perspective to their techniques and tools. For example, the author examines the basics of Web server log files, not stopping at what information can be captured, but presenting a list of general questions the logs can help answer that will aid the organization in continually evaluating the dynamic interaction with its digital customers. Such topics as personalization and cookies are presented with equal consideration to both the advantages for the online business and the user experience. Real-world examples--such as National Semiconductor's successful use of personalized workspaces and information management to build a dedicated user community--buttress the main points. No matter what role you play in the construction, marketing, or support of a commercial Web site, you will sharpen your skills only if you get a more holistic view of the process. This brief book hits the mark, and should be required reading for marketing managers and Web site project leaders alike. --Stephen W. Plain Topics covered: - Moving an organization to the Web
- Log-file analysis
- User patterns
- Site-structure analysis
- Marketing and selling online
- Personalization
- Privacy issues
- Profiling
- Recommendation engines
- Staged development
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