Potenciali opisne analize omrežij za trženjsko načrtovanje na internetu

Samo Kropivnik (Author), Nataša Kejžar (Author)

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.

Keywords

komunikacijski kanali;internet (računalniško omrežje);Analiza omrežij;Bločno modeliranje;Internet;Tržno komuniciranje;

Data

Language:	Slovenian
Year of publishing:	2011
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	303:659.113
COBISS:	30182237
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	780
Downloads:	181
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary 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.
Secondary keywords:	Network analysis;Blockmodeling;Internet;Marketing communication;
URN:	URN:NBN:SI
Type (COBISS):	Not categorized
Pages:	str. 45-69, 300
Volume:	ǂLetn. ǂ48
Issue:	ǂšt. ǂ1
Chronology:	jan.-feb. 2011
Keywords (UDC):	social sciences;družbene vede;methods of the social sciences;metode družbenih ved;applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;publicity;advertising;oglaševanje;
ID:	1470643