Investigates the information needs of marketers on the WWW for consumer analysis purposes, and examines how these can be met. Begins by briefly highlighting the attractiveness of the Web as a medium for communication. Next, summarizes the bases for consumer analysis and segmentation in the context of the traditional marketing communication media. Based on this framework, examines consumer analysis needs in the context of the WWW medium and proposes analysis variables relevant to this medium. Finally, discusses how the information needs for consumer analysis may be met from the different information sources available to a marketer, including the Web logfiles which are generated as a result of tracking the interactions of visitors accessing information from a company’s Web site.
Sen, S., Padmanabhan, B., Tuzhilin, A., White, N.H. and Stein, R. (1998), "The identification and satisfaction of consumer analysis‐driven information needs of marketers on the WWW", European Journal of Marketing, Vol. 32 No. 7/8, pp. 688-702. https://doi.org/10.1108/03090569810224083
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