Case let 1 Overview of our Client’s Strategy Our client had an online store. They were spending $15,000 each month on pay per click advertising. This resulted in about $225,000 per month in sales. They didn’t know which clicks were leading to sales because they didn’t track the clicks. There rankings in the natural listings was minimal because they hadn’t done keywords research on what visitors were using to try to find a site like there’s. They weren’t able to quantity results because their we statistics program only showed very general traffic information. They were also doing an irregular email newsletter even though they had more than 32,000 e-mails in their database. Analysis of the situation In the natural listings we suspected they were being penalized by the search enines for duplicate content. The search engines frown on this because they feel this is trying to fool them. Google will often give a site like this something called “Supplement Results”, which means that the search engines know the page exists but doesn’t have any content in their database. We also suspected their email newsletter was being blocked by many spam blockers because the names of the products they sold were often on used in spam e-mails.

Implementation of a Solution

For the pay per click advertising we started tracking the clicks down to the individual terms and the actual results that came from them. We were able to delete terms that were not getting enough sales and increase the bids on ones that brought sales. For the natural listings we did keywords research and focused on the main keywords on the content for the home page and in the META tags. We also found that visitors search on product names rather than manufactures, so in the title tag for the page we switched and put the product name before the manufacturer. With the newsletter, we used a good mix of graphics and content to appease the spam blockers, as well as put the product names in graphics so they wouldn’t be blocked. In order to analyze of the site’s traffic, we implemented a powerful web statistics program.

Results of our work

Through our tactics, our clients were able to move up to #4 on Google for their main search term, which got a lot of traffic. With pay per click, they went from $.43. They decrease their budget to $10,000 per month, yet were able to increase their traffic by 33 percent. Through our optimization of their pay per click, their cost per conversion to sale decreased by at least 45 percent. The deliverability of their newsletter increased as well. Within a year, their sales increased to over $600,000 per month.

Questions: 1. Discuss the client strategy for the success of store.

2. Suppose if you are the client maker what would you suggest for the client.

Case let 2 Data Warehouse is a massive independent business database system that is populated with data that has been extracted from a range of sources. The data is held separately from its origin and is used to help to improve the decision-making process. Many traditional Databases are involved in recording day to day operational activities of the business, called Online Transaction Processing (OLTP), COMMONLY IMPLEMENTED IN Airline Bookings and Banking Systems, for faster’s response and better control over data. After establishment of OLTP Systems, reports and summaries can be drawn for giving inputs to decision-making process and this process is called Online Analytical Processing (OLAP). For better customer relationships management strategy, the call centre’s and data Warehouse works as a strategic tool for decision-support which requires lot of time for establishment, and needs to be updated with operational information on daily weekly or monthly basis. Data Warehouse is used for proactive strategies formulation strategies formulation in critical and complex situations. A number of CRM vendors are advocating for single integrated customer database which includes call centre, web sites, branches and direct mail, but it lacks in analytical functioning of data warehouse. This Database can’t be expanded also, and carry decision support operations on call centre Database becomes slow & the query processing and inquiries andling operations also become slow & inefficient for agents dealing with customers. Data Warehouse is must for identifying most profitable & loyal customers and those customers can be offered better customized services which increase the chances of additional profits. Although call centre system & data warehouse are altogether different systems yet dependent on each other to fully exploit their potential respectively

Questions: 1. Explain the role of data warehousing in the functioning of a call centre.

2. How the response time in performing OLAP queries can be improved?

Applied Theory

1. Explain the term e-commerce. Also explain the history and limitations of e-commerce.

2. What do you understand by the term “Database”? Explain the various database models in detail. 

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