Stage 5: The Market Research Paradigm

At a certain stage during the movement through paradigms, the company will realize that the web can be used to obtain information from, and about customers. This leads to the market research paradigm in which explicit attempts are made to obtain information about customers.

• Surveys forms.
• Log analysis.
• Change the web and see how customers behave.
• Cookie tracking.
• Information causes feedback in the web.

Culture Impact

• Marketing department has to plan its research.
• Marketing department has to liase with webmaster.

Example

A good example of a webserver logfile analysis tool is WebTune (a freeware/commercial software product sold by Rocksoft). If you like, you can take a sneak preview of the kind of reports it is capable of generating.

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