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Posted on Jul 14, 2024

Use case #7, pp.293-294, and the attached XL sheet to help HighwaysAndByways in answering the following questions: 1. on which Web site should HighwaysAndByways purchase

Use case #7, pp.293-294, and the attached XL sheet to help HighwaysAndByways in answering the following questions:

1. on which Web site should HighwaysAndByways purchase banner ad space?

2. which Web site should purchase banner ad space on the HighwaysAndByways Web site?

3. which Web sites should HighwaysAndByways develop reciprocal banner ad relationships with? that is, HighwaysAndByways would like a list of Web sites on which it would obtain banner ad space while providing banner ad space on its Web site for those Web sites.

(Hint: Use the PivotTable)

image text in transcribed

CASE 7: ADVERTISING WITH BANNER ADS HighwaysAndByways.com Business is booming at HighwaysAnd Byways, and dot-com firm focusing on selling accessories for car enthusiasts (e.g., floor mats, grill guards, air fresheners, stereos and so on). Throughout the past year, HighwaysAndByways has had Web site management software tracking what customers buy, the Web sites from which customers came, and the Web site customers went to after visiting HighwaysAndByways. That information is stored in a spreadsheet file (called Clickstreams.xls) and contains the fields in the table below. Each record in the spreadsheet file represents an individual visit by a customer that resulted in a purchase. Column Name Description A CUSTOMER ID A unique identifier for a customer who made a purchase. B TOTAL PURCHASE The total amount of a purchase. C PREVIOUS WEB SITE D NEXT WEB SITE The Web site from which the customer came to visit HighwaysAndByways. The Web site the customer went to after making a purchase at HighwaysAndByways. The amount of time that the customer spent at the site. E TIME SPENT HighwaysAndByways is interested in determining three items and has employed you as a consultant to help. First, HighwaysAndByways wants to know on which Web site it should purchase banner ad space. Second, HighwaysAndByways wants to know which Web site it should contact to determine if this Web site would like to purchase banner ad space on the HighwaysAndByways Web site. Finally HighwaysAndByways would like to know which Web sites it should develop reciprocal banner ad relationships with; that is, HighwaysAndByways would like a list of Web sites on which it would obtain banner ad space while providing banner ad space on its Web site for those Web sites. . B CUSTOMER ID TOTAL PURCHASE PREVIOUS WEB SITE 5 $19 DownAndDirty Cars 5 $14 Tru Time Auto 6 $52 HarbingerAuto 56 $8 Tru Time Auto 94 $23 Finite Automotive 158 $14 Finite Automotive 215 $12 AAACarTools 587 $47 Finite Automotive 632 $13 Tru Time Auto 658 $12 Tru Time Auto 664 $24 ToolsForCars 994 $46 IndustrialEngines 1058 $31 DownAndDirty Cars 1058 $17 Tru TimeAuto 1234 $9 TruTime Auto 1315 $20 Mechanics USA 1471 $46 Finite Automotive 1526 $12 Tru TimeAuto 1564 $9 TruTime Auto 1567 $10 TruTime Auto 1597 $13 Tru TimeAuto 1648 $12 Finite Automotive 2120 $10 TruTime Auto 2346 $9 TruTime Auto 2451 $38 IndustrialEngines 2585 $49 DownAndDirtyCars 2864 $10 Finite Automotive 3164 $37 Mechanics USA 3259 $8 Finite Automotive 3430 $24 CarExtras 3464 $31 True Blue Machanics 3486 $23 Tools ToDo The Job D NEXT WEB SITE CarExtras Mechanics USA AAAOutlet Mechanics USA Mechanics USA Mechanics USA Mechanics USA TruTime Auto Mechanics USA Mechanics USA ForeverCars Quality KarCare Tru Time Auto AAACarTools Mechanics USA Finite Automotive CarAccessories Mechanics USA Mechanics USA Mechanics USA Mechanics USA Mechanics USA ToolsForCars Mechanics USA HarbingerAuto CarAccessories Mechanics USA IndustrialEngines Mechanics USA Finite Automotive CarAccessories Finite Automotive E TIME SPENT 04:17 05:10 05:24 02:58 04:44 05:10 03:33 07:21 08:33 05:18 07:21 08:33 10:22 04:44 05:24 02:58 04:17 08:15 05:18 05:55 08:12 08:48 09:23 10:21 05:24 05:10 07:21 08:33 05:10 08:33 05:10 04:32 CASE 7: ADVERTISING WITH BANNER ADS HighwaysAndByways.com Business is booming at HighwaysAnd Byways, and dot-com firm focusing on selling accessories for car enthusiasts (e.g., floor mats, grill guards, air fresheners, stereos and so on). Throughout the past year, HighwaysAndByways has had Web site management software tracking what customers buy, the Web sites from which customers came, and the Web site customers went to after visiting HighwaysAndByways. That information is stored in a spreadsheet file (called Clickstreams.xls) and contains the fields in the table below. Each record in the spreadsheet file represents an individual visit by a customer that resulted in a purchase. Column Name Description A CUSTOMER ID A unique identifier for a customer who made a purchase. B TOTAL PURCHASE The total amount of a purchase. C PREVIOUS WEB SITE D NEXT WEB SITE The Web site from which the customer came to visit HighwaysAndByways. The Web site the customer went to after making a purchase at HighwaysAndByways. The amount of time that the customer spent at the site. E TIME SPENT HighwaysAndByways is interested in determining three items and has employed you as a consultant to help. First, HighwaysAndByways wants to know on which Web site it should purchase banner ad space. Second, HighwaysAndByways wants to know which Web site it should contact to determine if this Web site would like to purchase banner ad space on the HighwaysAndByways Web site. Finally HighwaysAndByways would like to know which Web sites it should develop reciprocal banner ad relationships with; that is, HighwaysAndByways would like a list of Web sites on which it would obtain banner ad space while providing banner ad space on its Web site for those Web sites. . B CUSTOMER ID TOTAL PURCHASE PREVIOUS WEB SITE 5 $19 DownAndDirty Cars 5 $14 Tru Time Auto 6 $52 HarbingerAuto 56 $8 Tru Time Auto 94 $23 Finite Automotive 158 $14 Finite Automotive 215 $12 AAACarTools 587 $47 Finite Automotive 632 $13 Tru Time Auto 658 $12 Tru Time Auto 664 $24 ToolsForCars 994 $46 IndustrialEngines 1058 $31 DownAndDirty Cars 1058 $17 Tru TimeAuto 1234 $9 TruTime Auto 1315 $20 Mechanics USA 1471 $46 Finite Automotive 1526 $12 Tru TimeAuto 1564 $9 TruTime Auto 1567 $10 TruTime Auto 1597 $13 Tru TimeAuto 1648 $12 Finite Automotive 2120 $10 TruTime Auto 2346 $9 TruTime Auto 2451 $38 IndustrialEngines 2585 $49 DownAndDirtyCars 2864 $10 Finite Automotive 3164 $37 Mechanics USA 3259 $8 Finite Automotive 3430 $24 CarExtras 3464 $31 True Blue Machanics 3486 $23 Tools ToDo The Job D NEXT WEB SITE CarExtras Mechanics USA AAAOutlet Mechanics USA Mechanics USA Mechanics USA Mechanics USA TruTime Auto Mechanics USA Mechanics USA ForeverCars Quality KarCare Tru Time Auto AAACarTools Mechanics USA Finite Automotive CarAccessories Mechanics USA Mechanics USA Mechanics USA Mechanics USA Mechanics USA ToolsForCars Mechanics USA HarbingerAuto CarAccessories Mechanics USA IndustrialEngines Mechanics USA Finite Automotive CarAccessories Finite Automotive E TIME SPENT 04:17 05:10 05:24 02:58 04:44 05:10 03:33 07:21 08:33 05:18 07:21 08:33 10:22 04:44 05:24 02:58 04:17 08:15 05:18 05:55 08:12 08:48 09:23 10:21 05:24 05:10 07:21 08:33 05:10 08:33 05:10 04:32