some of the websites visited should have a requestfor-

information form on them. often, this is one of the ways that marketers begin to collect information on a customer to place within their Crm system. locate this form and identify what information it is asking for.

Write down the different potential uses of this information for the organization and in what ways it might be used by marketers to further engage with the customer.

What are some creative ways that you would recommend leveraging these data for each website analyzed in terms of future communications?

Different types of businesses use different approaches to engaging with both current and potential consumers online. a company’s website is usually a key source of information for potential and current customers. the purpose of this project is to gain a deeper understanding of how marketing analytics can be implemented in order to gain greater insights into and enable more effective control of marketing efforts.

a. select three company website. these should include one ecommerce site (e.g., amazon), one consulting company (e.g., iBm), and one consumer packaged goods company (e.g., tide).

b. for each company’s website, list what you believe the objectives of the organization are as communicated through the website and identify specific conversion actions on the website that would most closely align with these goals. for example, customer acquisition might be supported and ultimately achieved by getting users to sign up for an e-mail newsletter, which would be defined as a conversion action.