DAM

The IMRG Capgemini Sales Index provides statistics on UK e-retail sales, mostly limited to members

Useful government sources include Eurostat, Ofcom for Switzerland, and data.gov for the US

Include Pew Internet Surveys (US: www.pewinternet.org, good for social media adoption) and International Telecoms Union as a good source for mobile adoption

1. Entering URL: e.g., www.amazon.com
2. ZRL is converted into Internet Protocol (IP) address
3. Information request for Amazon’s homepage (along with any Amazon cookie stored on user’s computer) is sent to IP address, where information request is received by Amazon’s server
4. User’s browser processes the HTML code and displays homepage on the computer

static

• HTML
• JavaScript
• CSS

dynamic

• PHP
• Java
• Python
• C++
• Ruby on Rails

• Security is a key technology factor for marketers to consider as it is a major concern for Internet users everywhere
• Main security risks involved in e-commerce transaction:
  • Confidential details or passwords accessed on user’s computer (e.g., through keylogging software or malware)
  • Transaction or credit card details still in transit (e.g., through packet sniffing software)
  • Customers’ credit card details stolen from urgent server (e.g., through hacking)
  • Customers’ details accessed by company staff or through a hacker who is the building and has used social engineering techniques to find information
  • Merchants or customers are not who they claim to be, and the innocent party can be drawn into a fraudulent trading situation

• Set of subroutine definitions, protocols, and tools for building application software. It is a set of clearly defined methods of communications between various software components. Examples:
• Amazon Web Services (http://aws.amazon.com) (e.g., Amazon Product Discovery)
• FB and Twitter use their APIs to help other sites embed social content into their sites
• Google APIs exist for a number of services (e.g, Google Maps or Google Analytics)

• Social media tools give users the option of sharing their location
• Provide business the opportunity to use proximity or location based marketing to deliver targeted offers and messages to consumers and collect data about their preferences and behavior
• Examples: Foursquare, TripAdvisor, Yelp, FB, Google

• SMS Messaging and Applications
• Mobile Apple
• OR (quick response) Codes
• Wi-Fi (wireless fidelity)
• Bluetooth Wireless Applications

• Simple form of person-to-person communication enabling messages to be transferred between mobile phones
• Applications: database building/ direct response to ads/ direct mail or on-pack, location-based services, sampling/ trial, sales promotions, rewarding with offers for brand engagement, short codes, offering paid-for services and content

• Software application that is designed for use on a mobile phones
• Typically downloaded from an App Store such as Google Play or the Apple App Store

• Barcodes published in newspapers or billboards that can be scanned by a mobile phone camera and then linked directly through to a website
• Examples: for promotional initiatives to allow quick access to variety of information such as email addresses, phones numbers

• High- speed wireless local-area network enabling wireless access to the Internet for mobile, office, and users

• Potential for local marketing campaigns known as proximity marketing: viral communication, community activities (dating or gaming events), location-based services (e.g. electronic coupons as you pass a store)

• Growth in e-commerce in April 2020: 65% higher than in previous year
• Expected growth in e-commerce sales of physical goods: 22-30% in 2020 compared to 2019 (CHF 1.8- 2.5 billion)

• Interest and exchange rates
• Globalization

• Political control and democracy (e.g., amount of regulation, access to Internet)
• Internet governance (i.e., controls put in place to manage growth of the Internet and its usage: e.g., Internet Corporation for Assigned Names and
  Numbers (ICANN), Internet Engineering Task Force (IETF)
• Taxation (e.g., how to change tax laws to reflect globalization through the Internet)
• Tax jurisdiction (e.g., “residence” vs. “source” country)

• Contact information (postal address, email address; B2B: companies, website address)

• Profile information including personal information (characteristics used for segmentation; B2B: company and individual role)

• Access platform usage (e.g., type of computer, browser, screen resolution)

• Behavioral information on a single site (e.g., purchase history, whole of buying process)

• Behavioral information across multiple sites (e.g., how a user accesses multiple sites and responds to adverts across sites; typically anonymous profile based on cookie and IP address)

• Online forms (linked to customer database)
• Cookies (used to remember a specific person on subsequent visits)

• Online registration forms (collect data on social networks, company sites)
• Cookies (used to assign persona to a particular segment by linking the cookie to a customer database record and then offering content consistent with their segment)

• Web analytics system (based on http attributes of visitors)

• Purchase histories are stored in sales order database
• Web analytics store details of IP addresses against clickstreams of the sequence of web pages visited
• Web beacons in email marketing
• First-party cookies monitoring visitor behavior during site visit

• Third-party cookies used for assessing visits from different sources such as online advertising networks or affiliate networks
• Search engines such as google use cookies to track advertising
• Services such as hitwise monitor IP traffic to assess site usage of customer groups within a product category

Right to privacy

• 1 Every person has the right to privacy in their private and family life and in their home, and in relation to their mail and telecommunications
• 2 Every person has the right to be protected against the misuse of their personal data

• Purpose limitation
• Data minimization
• Accuracy
• Storage limitation
• Integrity and confidentiality
• Accountability

You must process data for the legitimate purposes specified explicitly to the data subject when you collected it.

You should collect and process only as much data as absolutely necessary for the purposes specified

Your must keep personal data accurate and up to date.

You may only store personally identifying data for as long as necessary for the specified purpose

Processing must be done in such a way as to ensure appropriate security, integrity, and confidentiality (e.g. by using encryption)

The data controller is responsible for being able to demonstrate GDPR compliance with all of these principles.

• Disability and discrimitaion law
• brand and trademark protection
• Intellectual property rights
• Online advertising law

• Demographic trends
• Social aspects
• Cultural forces
• Ethical aspects