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on Web visitors’
behaviors and mines the resulting huge database for information
on buying patterns. DataSage marries an already huge database of a customer’s
click streams, shopping-cart holdings and queries with other non-web data sources,
such as off-line purchases and queries, customer service records and product
registrations. The result is a Web site that not only knows what you’re buying
online but also your entire company relationship. It might, for example, notice that
you purchase home improvement books every time your address changes and
offer you special discounts next time.
There is some limited activity in building software that provides decision
support for e-commerce customers. SopTok Inc. markets a software to personalize
recommendations based on context. Tokboards is community managed boards.
Tok Clubs are on-line affinity clubs. The Suggestive seller analyses the data on these
systems and builds user and product profile to make highly tailored product
recommendations.
ANALYSIS OF EXAMPLE WEB SITES
Based on the previous discussion, we analyze the web site designs of
Homes.com and Homebuilders.com from two viewpoints. First, how is the web
site designed to help the company achieve its business strategies? Second, how is
the web site designed to assist a consumer to make a home buying decision?
Homes.com is an end to end online source for home buying, selling and rent-
ing and a valuable tool for real-estate professionals. HomeBuilder.com provides
builder information on new homes, subdivisions and developments. It has devel-
oped a customized, nationwide listing of builders’
models, newly built homes and
housing plans. Users may search for new homes, builders, custom builders and
real estate agents.
Support for the five phase purchasing decision-making process:
Problem recognition stage- deciding to buy a home
Homes.com provides no support. Homebuilders.com provides a buyer guide
index covering most topics ranging from the advantages of home buying to the
moving process. These topics inform a potential homebuyer in fulfilling their needs.