Linking Benefit Segmentation and Customer Valuation : An Approach for more Effectiveness and Efficiency in E-Marketing

Donnevert, Tobias ; Hammerschmidt, Maik

Document Type: Conference or workshop publication
Year of publication: 2006
The title of a journal, publication series: Proceedings ... EMAC Conference
Volume: 35
Page range: 158-159
Place of publication: Stockholm
Publishing house: EMAC
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject: 330 Economics
Abstract: Companies have to ensure effectiveness and efficiency in order to achieve success of e-marketing efforts. Especially in the context of designing and operating Web sites as the most critical e-marketing tool organizational deficiencies are likely to contribute to poor e-marketing performance. Consequently, knowing Web site visitors' needs (effectiveness) and targeting the most attractive segments (efficiency) are two fundamental tasks for e-marketers. This paper offers a solution to reduce the gap between customers' requirements concerning a Web site and management's beliefs about those requirements by transferring the established concepts of market segmentation and customer valuation to the Internet. Using data from the US and Germany we conduct a benefit segmentation on the internet and combined the results with an equity segmentation of Web site visitors. As a result we develop the "user benefit-user equity-matrix", providing insight into users' requirements and implications for prioritizing conflicting needs.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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