Chapter 7: The Providers

Chapter 7: The Providers

Overview

In this chapter we will discuss several external sources of information that can be linked or appended to your website data for additional insight into the identity, attributes, lifestyle, and behavior of your visitors and customers (Figure 7?1). These sources of information fall into two general categories: the traditional marketing database vendors and a new breed of web-based software and network service providers. The first group represents the traditional marketing packagers and resellers of demographic, consumer and household information. The second group, on the other hand, represents a whole new genre of web companies offering software and services (sometimes both) designed to capture and generate ?webographic? data about Internet users? behavior and preferences. These new players use a myriad of solutions to track and profile visitors and shoppers, everything from collaborative filtering technology, to proprietary software and the commingling of cookies via server networks.

Figure 7?1 Your website data can be enhanced by linking it to offline and online external sources.

Marketing Data Providers

There is an entire industry of information resellers who accumulate, organize, and package data for companies and marketers wishing to improve their sales, retain their customers, and enhance their relationships with their clients. The use of demographics, household, income, and consumer data can also be used to add value to the vast amount of customer and transactional information already being captured at your website. Through the appending of this third party data you can gain a new insight...

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Chapter 7: The Providers

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