Evaluating the Effectiveness of Relational Marketing Strategies in Corporate Website Performance
نویسندگان
چکیده
The study aligns marketing intelligence approaches with website performance assessment for evaluating the effectiveness of a company’s relational marketing strategies (RMS) in the performance of its corporate website. We develop a web mining based methodology that combines a classification procedure with discriminant analysis for analyzing clickstream data. Furthermore, we integrate managerial perspectives in investigating and interpreting customer website usage for determining RMS effectiveness. As a result, we are able to quantify the moderating effect of the website’s structure and content on the effectiveness of Internet based relational marketing (RM) efforts. The applicability of this approach is demonstrated by investigating RMS effectiveness in the performance of a software developer’s website. The results of our approach support website optimization and also enable customization for different relational marketing strategies.
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Internet Marketing Strategies
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