17 AprilWhere Can You Use Technology?Data MiningGetting People to a Web SiteBanner AdsSearch EnginesInternet cookiesCookies…Site use cookies to …ProblemsDoubleClick Inc.Doubts behind Doubleclick:17 April Using TechnologyWhere Can You Use Technology?ProductSalesMarketingOperationsFinancesSalariesInventoryLogisticsAnalysisMarketCustomerCompetitionData MiningTwo formsSearching for unknown linksSearching for unknown patternsIf I had the following informationJoe bought milk, cookies, and cerealJane bought milk and cerealSam bought milk, eggs, and breadSally bought coffee, bread and eggsFrancine bought toast and jamGetting People to a Web SiteIf your web site is your product or service, you must get people thereFirst time through marketingBut how do you keep them coming back?What techniques are used?Banner AdsSearch EnginesLet’s start with a simple search…Banner AdsStraight forward to implementAre they effective?Are they ethical?Have people become oblivious?How would you curb them?Would they be there is host sites didn’t get paid?Search EnginesHow does Google work?How do you raise your visibility on Google?How many sites do people visit?How do you assure that you are within that top number?How do you keep criticism from being in that number?SEOsInternet cookiesA text file which a website can store on its visitors’ hard drivesMade up of numbers and lettersGenerally, cookies are a simple ID fileSometimes they can store more complicated information Also called “name-value pairs”Cookies…remember usernames for various sites that require log-inallow you to shop as you browse via online shopping cartsprovide user customization of sites, like weather.com & msn.comSite use cookies to …track number of visitorsdistinguish first timers from returning visitorstrack how often the user visits the siteWhy?frequent buyer programsDo you know about the gold chest on Amazon?$$$ from advertisersProblemsMultiple users on the same hard driveFamily computer, internet cafesCredit card fraudEasily erasableThrow off site’s total countsCan contain spyware!Can pass on personal information without user’s permission (email address, phone number, credit card number, etc.)Can collect information through aggregationDoubleClick Inc.Developed cookie program that can follow and save user internet browsingProfiles can be extensive and detailedServes over 200 billion ads per monthGoogle announced plan to acquire. Why?Doubts behind Doubleclick:Announced plan to link anonymous cookie profiles to personal user information without user’s permission.DoubleClick planned to turn around and sell the comprehensive profiles to other