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

a. Carefully consider the potential value of the data captured on the registration form. If 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 value could the site have added to its database as a result of the time you spent there? Would you have been willing to provide that data?

b. Keep a log of contacts that result from this registration. Bear in mind that contacts may come from the sponsor of the site itself and others may come from marketers with whom the site shares its lists, depending on the options you choose in the registration process.

c. Consider the four Is of Figure 4.1. Locate a site that makes good use of each, some, or all of the Is. How do these characteristics affect customer experience on the site?