Ecommerce by bhawani nandan prasad


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Ecommerce by bhawani nandan prasad

  1. 1. E-Commerce E-Business E-Commerce By Bhawani nandan prasad Online Marketing Strategy Affiliate Marketing Website Flipping Lead Generation Webinar Digital Marketing Ad film Based Marketing through Various Video clip channels Email marketing campaign Content Marketing Call To Action Marketing Main methods to measure the Return on Investment and success of events  Analysis of social media content  Monitoring of sales results and new leads  Implementing questionnaires and monitoring attendance  Media coverage reports  Evaluating employee engagement  Solicitations Vs participation  Website clicks  Costs vs. opportunities 1
  2. 2. E-Commerce  Measuring the incremental revenue that came from the business contacts created during the event. 2
  3. 3. E-Commerce Developing E-Business Models E-Event performed research process of identifying the functional process flows of a business and then modeling how the application of e-business procedures can result in competitive advantage. •This requires a six-step process: 1.Identify the functional areas and major player. 2.Indicate how these area are linked and the directions of the flow process. 3.Determine what e-business tools and techniques can be applied to the business model. 4.Develop a new e-business model flow. 5.Evaluate the competitive advantages of the model by using a value chain analysis. 6.Determine the likelihood of acceptance of the new model. Web site will be having all the following 10 important standard points: 1. A good catchy Url : 2. Logical web pages, industry standard eye-catching screen wireframes design, easy navigation 3. Crucial Business information 4. Contact Information ( Click to Call) 5. Security (ssl and verisign capability) 6. Social Media Integration 7. Mobile ready Version ( ligher version) 8. FAQ - Frequently asked questions 3
  4. 4. E-Commerce 9. Good Hosting ( Application Cluster, Cloud based Infrastructure, BI Reports and Dashboards, High performance) 10. What should not be there ( Large Images, Videos, Flashes etc.) Technical aspects E-Event System Technical Framework: An E-Event system will possess characteristics such as – 4
  5. 5. E-Commerce - Security Flexibility Scalability - Availability - Adaptability - Manageability - Maintainability - Inter-operability - Load balancing - Fault Tolerant Systems PROJECT DESIGN The E-Commerce System project management is similar to IT project management where we can follow either traditional Project Management or Agile Project management concepts. Project Design should be based on SDLC (Software Development Life Cycle) either water fall or iterative incremental project life cycle model. In the beginning, we must have clearly defined scope, high level product features. In order to design a web site, the relational database must be designed first. Conceptual design can be divided into two parts: The data model and the process model. The data model focuses on what data should be stored in the database while the process model deals with how the data is 5
  6. 6. E-Commerce processed. To put this in the context of the relational database, the data model is used to design the relational tables. The process model is used to design the queries that will access and perform operations on those tables. WEB BASED APPLICATION DEVELOPMENT The Web is built on the HyperText Transfer Protocol. HTTP is a client/server request/reply protocol that is stateless. That is, the protocol does not make any association between one transaction and another; e.g.: time since the last transaction, type or client involved in the last transaction, what data was exchanged between the client and the server. As far as HTTP is concerned, each transaction is a discrete event. But this is not what we want in a shopping cart application because we need to preserve the user’s shopping selection as they proceed with their purchase, in addition it is useful to have the access to their past purchase history and personal preferences. Carrying information from one page to another can be achieved by several ways, such as Cookies, Session variables, Post variables, etc. A cookie is a small file that has a maximum age, a domain and path of applicability, and a security specification. Any time a server sends a response to a client, it may include one or more Set-Cookie headers. When a client receives a Set-cookie header, it stores the content of the header and the cookie, for later use. In our application, every time the client selects an item to put in the shopping cart, the server can send a Set-Cookie whose content is the ID of the item, and whose domain and path of applicability are the URL of the order/payment page. Then, when the user goes to order and pay, the client will send the Cookie headers for each of the selected items. Upon receiving this request, the server can parse the supplied cookies and charge the user appropriately for the selected items. Cookies may also be used to identify the users. 6
  7. 7. E-Commerce However, cookies are very insecure to use since they are transmitted as plain text and the server has no control over how cookies are stored in at the client’s side. Another approach is based on a notion of session ID. These notions provide means for the server to track the requests of a client through a “session”, but unlike cookies, which are stored on the client, Session variables are stored on the Server. A session starts when a user logs in and ends when they log off from the website. The Session object is used to store information about, or change settings for a user session. Variables stored in the Session object hold information about one single user, and are available to all pages in one application. Common information stored in session variables are name, id, and preferences. The server creates a new Session object for each new user, and destroys the Session object when the session expires. In this project, the concept of session variables will be used for maintaining state information. Business Intelligence for trends Business Intelligence is very important to capture online transactions, customers movements into database historically, perform predictive & prescriptive analysis and forecast trends, patterns which are very beneficial for management to predict and perform strategic planning for growth of the Business. Business Intelligence (BI) refers to the ability to collect and analyze huge amount of data pertaining to the customers, vendors, markets, internal processes, and the business environment. A data warehouse is the corner stone of an enterprise-wide business intelligence solution; various analytical (OLAP) and data mining tools are used to turn data the stored in the data warehouse into actionable information. 7
  8. 8. E-Commerce 8
  9. 9. E-Commerce Business intelligence necessity for ecommerce:  Advertising-Effectiveness Related Questions: What source of advertising is pulling in the maximum amount of traffic? Which advertising is generating the most sales? What ad creative is converting best?  Navigation-Effectiveness Related Questions: What elements of navigation are people using the most? What are they using the least? What is causing visitors to go around in circles? Are they reaching their desired page upon using the search box?  Loyalty-Related Questions: What customers buy repeatedly? Where did these customers come from? How do they reach their desired products? How many of them respond to mailers and other forms of marketing communication?  Marketing Plan Effectiveness Related Questions: How price sensitive are customers? What affiliatesare sending in the best traffic?  SEO Related Questions: What key phrases are sending the best traffic? What strategies are leading to the greatest SEO success?  Social Marketing Related Questions: Are social sites sending you traffic? What is working in your social media efforts, and what is not? Are you able to generate a return on investment from social media?  Pay Per Click Strategy Related Questions: What keywords are the best converting? Are your PPC optimization efforts bearing fruit? E Business Analysis 9
  10. 10. E-Commerce The Internet has emerged as a powerful alternative channel for established retailers. Increasing competition from retailers operating purely over the Internet - commonly known as 'e-tailers' has forced the 'Bricks and Mortar' retailers to quickly adopt this channel. Their success would largely depend on how they use the Net to complement their existing channels. Web logs and Information forms filled over the web are very rich sources of data that can provide insightful information about customer's browsing behaviour, purchasing patterns, likes and dislikes, etc. Two main types of analysis done on the web site data are: 1. Web Log Analysis: This involves analyzing the basic traffic information over the e-commerce web site. This analysis is primarily required to optimize the operations over the Internet. It typically includes following analyses: 2. Site Navigation: An analysis of the typical route followed by the user while navigating the web site. It also includes an analysis of the most popular pages in the web site. This can significantly help in site optimization by making it more user- friendly. 3. Referrer Analysis: An analysis of the sites, which are very prolific in diverting traffic to the company’s web site. 4. Error Analysis: An analysis of the errors encountered by the user while navigating the web site. This can help in solving the errors and making the browsing experience more pleasurable. 5. Keyword Analysis: An analysis of the most popular keywords used by various users in Internet search engines to reach the retailer’s e-commerce web site. 6. Web Housing: This involves integration of web log data with data from other sources like the POS transactions, third party data vendors etc. Once the data is collected in a single customer 10
  11. 11. E-Commerce centric data warehouse, often referred to as ‘Web house’, all the applications already described under CRM can be implemented. Often a retailer wants to design specific campaigns for users who purchase from the e-commerce web site. In this case, segmentation and profiling can be done specifically for the ‘e-customers’ to understand their needs and browsing behaviour. It can also be used to personalize the content of the e-commerce web site for these users. We suggest data mining tools should be used to develop customized models for calculating customer lifetime value. 7. Customer Loyalty Analysis: It is more economical to retain an existing customer than to acquire a new one. To develop effective customer retention programs it is vital to analyze the reasons for customer attrition. Business Intelligence helps in understanding customer attrition with respect to various factors influencing a customer and at times one can drill down to individual transactions, which might have resulted in the change of loyalty. 8. Cross Selling: Retailers use the vast amount of customer information available with them to cross sell other products at the time of purchase. This effort is largely based on the tastes of a particular customer, which can be analyzed using BI tools based on previous purchases. Retailers can also 'up sell' - sell more profitable products - to the customer at the time of contact. 9. Product Pricing: Pricing is one of the most crucial marketing decisions taken by retailers. Often an increase in price of a product can result in lower sales and customer adoption of replacement products. Using data warehousing and data mining, retailers can develop sophisticated price models for different products, which can establish price - sales relationships for the product and how changes in prices affect the sales of other products. 11
  12. 12. E-Commerce 10. Target Marketing: Retailers can optimize the overall marketing and promotion effort by targeting campaigns to specific customers or groups of customers. Target marketing can be based on a very simple analysis of the buying habits of the customer or the customer group; but increasingly data mining tools are being used to define specific customer segments that are likely to respond to particular types of campaigns. Analytical CRM 1. Customer Segmentation: Customer segmentation is a vital ingredient in a retail organization's marketing recipe. It can offer insights into how different segments respond to shifts in demographics, fashions and trends. For example it can help classify customers in the following segments. 2. Customers who respond to new promotions n Customers who respond to new product launches Customers who respond to discounts Customers who show propensity to purchase specific products Campaign/ Promotion Effectiveness Analysis: Once a campaign is launched its effectiveness can be studied across different media and in terms of costs and benefits; this greatly helps in understanding what goes into a successful marketing campaign. Campaign/ promotion effectiveness analysis can answer questions like: Which media channels have been most successful in the past for various campaigns? Which geographic locations responded well to a particular campaign? What were the relative costs and benefits of this campaign? 12
  13. 13. E-Commerce Which customer segments responded to the campaign? Also, E-Event system will enable cookies. Cookies are usually small text files, given ID tags that are stored on your computer's browser directory or program data subfolders. Cookies are created when you use your browser to visit a website that uses cookies to keep track of your movements within the site, help you resume where you left off, remember your registered login, theme selection, preferences, and other customization functions. The website stores a corresponding file(with same ID tag)to the one they set in your browser and in this file they can track and keep information on your movements within the site and any information you may have voluntarily given while visiting the website, such as email address. Cookies are often indispensable for websites that have huge databases, need logins, have customizable themes, other advanced features. Cookies usually don't contain much information 13
  14. 14. E-Commerce except for the url of the website that created the cookie, the duration of the cookie's abilities and effects, and a random number. Due to the little amount of information a cookie contains, it usually cannot be used to reveal your identity or personally identifying information. However, marketing is becoming increasingly sophisticated and cookies in some cases can be aggressively used to create a profile of your surfing habits. There are two types of cookies: session cookies and persistent cookies. Session cookies are created temporarily in your browser's subfolder while you are visiting a website. Once you leave the site, the session cookie is deleted. On the other hand, persistent cookie files remain in your browser's subfolder and are activated again once you visit the website that created that particular cookie. A persistent cookie remains in the browser's subfolder for the duration period set within the cookie's file. • Visitors to a business website are the key to the success of the business • User preferences that are used while surfing the internet can help in understanding the behavioural pattern of the site visitors • Managing, analysing and cautious monitoring this data in the right way significantly improve further traffic to the website, revenues • It can also help in getting an edge over its competitors • Web traffic analysis software can be used which can access the logs and create various reports 14
  15. 15. E-Commerce Knowledge Management Framework Electronic Commerce (E-Commerce) activities generates lots of information on B2B, B2C, ERP (Enterprise Resource Planning) relevant with suppliers, dealers, customers, strategic partners, regulators and others related to traditional delivery channels. Firms can enhance communication, collaboration, and cooperation between knowledge teams using intranet technologies and between the organization and members of its external organizations using extranet technologies. 15
  16. 16. E-Commerce Knowledge intensive activities within E-Business 16
  17. 17. E-Commerce Cluster Technology for E-Commerce E-Event System E-Event system will use cluster technology for E-Commerce application and Middleware web server. A cluster is a type of parallel or distributed processing system that consists of a collection of interconnected stand-alone computers working together as a single, integrated computing resource. A node the cluster can be a single or multiprocessor system, such as PC, workstation, or SMP. Each node will have its own memory, I/O devices and operating system. A cluster can be in a single cabinet or physically separated and connected via a LAN. 17
  18. 18. E-Commerce Cloud Infrastructure Technology Based E-Event System E-Event is also exploring to operate in future world-wide based on Cloud IT Infrastructure Technology. Cloud computing is a blessing for all types of businesses that rely on IT. Let’s try to understand the basic difference between a cloud based software and a non-cloud based one. A traditional event management software is installed in your computer or server and only the inhouse staff can access it. On the contrary, when you pay for a cloud based solution, the software stays in the vendor’s system and you can access it by using a user-name and password from any internet enabled device. Cloud technology has the potential to revolutionize event management business. By using a cloud based event management software, you can enjoy the following benefits.  Accessibility: The biggest advantage of cloud computing is its wide reach. Your employees can access the software from anywhere and do their work effortlessly. You can decentralize the workforce and yet get all updates immediately. For example, if you are organizing three events in three different cities and none of them are taking place in the city your office is located at, you can send your teams to those three cities to hire auditorium, contact caterer, and arrange transportation. As the team leaders have log-in details, they can update their progress in the system and you can generate the report at office. Similarly, they can also see the number of tickets sold, list of delegates, remaining tasks and much more. The entire database is accessible to both in-house and on-site teams.  Easier marketing: As the core software is in the cloud, scalability is not an issue. Therefore, you can build different websites for different events and start promoting events across major social networks. Cloud based solutions also offer great e-mail marketing facility so that you 18
  19. 19. E-Commerce can inform potential customers about all the upcoming events and generate a buzz in the market to boost registration rate.  Affordable: Another major reason for investing in cloud based event management solution. Computing hardware is costly and it is not only the initial purchase of computers, server etc. that creates a hole in your pocket, but maintenance and electricity bills too are two ceaseless expenditure that you have to bear. With the help of a cloud based event management software, you can save the money you could have otherwise spent on buying server and appointing a hardware maintenance team. Maintenance is handled by the service provider and as the software is based on cloud, not in your hard drive, you get to enjoy the benefits of the latest upgrade as soon as it is released by the developer.  Data security: Data security is a major concern for event management businesses because customers share their credit card information while buying tickets. If their banking details leak anyway, your brand reputation will get affected. Cloud based event management software providers pay close attention to data security and implement several security measures to protect the data of their clients. For example, a good event management software will offer IP restricted log-in, maximum log-in attempts and automatic session timeout feature to make sure nobody gets access to the system, except genuine users.  Backup: Data storage in cloud is much more secure than in-house data storage systems. Firstly, if your hard drive crashes due to any reason, you don’t lose the data as it is on cloud. Secondly, cloud computing service providers always keep backup of your data in separate servers. Therefore, if their main system fails due to any technical glitch, the backup server will 19
  20. 20. E-Commerce immediately restore the data. The data backup is taken every minute and thus, the last minute updates in your website stay safe. These are some of the advantages only cloud based event management solutions can offer to event management companies. Cloud computing helps you do your job in a hassle free manner and opens new avenues for business growth. Whether you have a team of 10 employees and only 4-5 computers or a large firm with hundreds of employees, your event management company can shine equally with the help of a cloud based event management software. 20