Register at a B2C website-one of those you chose to track for the semester if one is appropriate. lf not, choose another site for this exercise.

a. Ca rdully consider the potential value of the data captured on the registration form. lf the option is presented, you may want to configure a personal page, especially if you have not done so before.

Then spend a few minutes getting acquainted with the site. What other customer data of v,ilue could the site have added to it~ database as a result of the rime you spent there? Would you have been willing to provide that data?

b. Keep a log of contact~ that result from this registration

. Bear in mind that contactS may come from the sponsor of the site it~elf and others may come from marketers wich whom che sire shares its lists, depending on the options you choose in the registration process.

c. C',onsider the four Is of Figure 4.1. Locate a site that makes good use of each, some, or a U of the ls. How do these characteristics affect cusromer experience on the site?