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Potenciali opisne analize omrežij za trženjsko načrtovanje na internetu
Kropivnik, Samo (Author), Kejžar, Nataša (Author)

URLURL - Presentation file, Visit http://dk.fdv.uni-lj.si/db/pdfs/tip2011_1_Kroprivnik_Kejzar.pdf This link opens in a new window

Abstract
Internet kot sodobni komunikacijski kanal ponuja trženjskemu komuniciranju veliko možnosti, ki pa prinašajo pozitivne učinke, le če upoštevamo njegove posebnosti. V našem prispevku nadgradimo tradicionalne pristope za merjenje interneta z izsledki uporabe metod opisne analize omrežij. Cilj je dopolniti podatke o dosegu (angl. reach) z razumevanjem povezav med obiskovalci spletnih mest. Vizualizacija vzorcev pregledovanja omrežja, skupine strukturno enakovrednih spletnih mest in izračuni verjetnosti pregledovanja za te skupine celovito opišejo povezave med obiskovalci v celotnem nacionalnem omrežju komercialnih spletnih mest v Sloveniji jeseni 2006. Šele te informacije omogočijo učinkovitejše trženjsko komuniciranje na internetu, zgolj s prikazi dosega pa jih zanemarimo, čeprav jih neobdelani podatki za izračunavanje dosega vsebujejo.

Language:Slovenian
Keywords:komunikacijski kanali, internet (računalniško omrežje)
Work type:Not categorized (r6)
Tipology:1.01 - Original Scientific Article
Organization:FDV - Faculty of Social Sciences
Year:2011
Number of pages:str. 45-69, 300
Numbering:Letn. 48, št. 1
UDC:303:659.113
ISSN on article:0040-3598
COBISS.SI-ID:30182237 Link is opened in a new window
Views:613
Downloads:160
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Record is a part of a journal

Title:Teorija in praksa
Shortened title:Teor. praksa
Publisher:Visoka šola za politične vede
ISSN:0040-3598
COBISS.SI-ID:763652 This link opens in a new window

Secondary language

Language:English
Abstract:
As an up-to-date communication channel, the Internet can offer a lot to marketing communications although its specifics should be respected to effectively utilise it and to avoid counter-productive outcomes. In our study traditional approaches to Internet metrics are upgraded with insights offered by utilising exploratory network analysis methods to investigate how people actually browse through the Internet. The aim is to improve understanding of the conventional reach figures by gaining more knowledge about the relations between website audiences. The exploratory network analysis of automatic audience measurement logs yields valuable results: the visualisation of network browsing patterns, clusters of structurally equivalent sites and the projection of browsing probabilities on the clusters fully reveal the relations between audiences in Slovenia in 2006 and enable more sophisticated Internet marketing communications planning.


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