• 한국디지털정책학회:학술대회논문집
• /
• 2005.11a
• /
• pp.45-60
• /
• 2005

The purpose of this study is to classify customer by e-mailing responsiveness on time-series analysis and testify the effectiveness of grouping by ROI analysis. Response recency, response frequency and Activity(RFA) of e-mailing systems were adapted for Customer segmentations. ROI analysis were consisted of open, click-through, duration time, personalization, conversion rate and email loyalty index of email systems. Major findings are as follows: RFA analysis is used for customer segmentations that is fundamental process of e-CRM applications. Customer segmentations were loyal customer, odds customer, dormant customer, secession customer and observation customer by RFA grouping. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mailing systems were appropriate methods to grouping the customer with demographic variables. Therefore, effective e-mailing marketing strategy of e-Biz have suitable active DB and Behavior targeting is best approach to enforcing the target e-mailing marketing.

• The Journal of the Korea Contents Association
• /
• v.10 no.6
• /
• pp.43-48
• /
• 2010

Useful emails influence on consumers' purchase behavior and activate them to visit retail stores. Regular contact with consumers by e-mail has positive effects on brand loyalty. However, email marketing has a limitation. Spam now accounts for over half of all e-mail traffic. The increase of email users has resulted in the dramatic increase of spam emails during the past few years. In this paper, we proposed an ontology-based system offering personalized email services to overcome such limitation. Our method is not the ontology-driven spam filtering, but a personalized content service considering personal interests and relations among people by using FOAF and domain ontologies. Our system was successfully tested in email marketing domain.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2000.10b
• /
• pp.1489-1492
• /
• 2000

요즘 전자상거래의 활성화로 전 세계적으로 인터넷 쇼핑몰과 경매 사이트를 운영하는 곳이 많이 있다. 하지만 사용하던 물건을 팔고 새로운 상품을 구매하려고 한다면 일반적으로 중고 물건을 파는 사이트를 찾아서 그곳에서 물건을 팔고 다시 다른 인터넷 쇼핑몰에서 물건을 사야하는 번거러움이 있다. 그리고 쇼핑몰 사이트의 관리자 입장에서는 판매부진상품이나 이원상품 등을 관리하기 어렵다. 또 기존에 구축되어 있는 맡은 쇼핑몰과 경매사이트의 데이터베이스의 활용도를 보면 저장된 상품을 보여주고. 판매가 되면 삭제되는 역할에 국한된 경우가 많다. 본 논문에서는 전자상거래의 사용자가 인터넷을 보다 간편하게 이용하고 사용자가 등록한 중고물품, 쇼핑몰의 판매부진상품, 이월상품의 경매로 인한 구매자의 참여를 위해 쇼핑몰과 경매 사이트를 통합하여 운영하고, 지금까지의 공통적이고 일반적인 내용의 E-mail 마케팅을 데이터 베이스 통계분석에 의해 차별화 되고 집중적인 E-mail 마케팅으로 구현한다.

• Journal of Korean Library and Information Science Society
• /
• v.40 no.2
• /
• pp.207-221
• /
• 2009

Reference services that use e-mail to receive reference questions and provide responses were developed as early digital reference services in the library field. However, librarians and users found that e-mail based reference services had some weak points when compared with traditional face-to-face reference services. As a result, libraries have started to create real-time reference services, which are similar to traditional face-to-face reference services through the use of synchronous chat software. Such chat reference services are focus of this paper. This paper approaches chat reference services as one of the services provided by libraries. Based on the understandings of the unique characteristics of services and the concept of "service quality", this paper tries to suggest appropriate marketing strategies of chat reference services.

• Journal of Information Technology Services
• /
• v.13 no.3
• /
• pp.257-274
• /
• 2014

Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.9 no.2
• /
• pp.348-354
• /
• 2005

These days, Electronic mail is being used in everyday's life. And on the other hand, we are facing spam mails' problems. Spam mails are widely used by means of marketing in e-Commerce. To block these spam mails, we are using filtering or pricing systems. But these solutions are raising other problems such as impediment in reception or availability caused by false positive or payment resistance. To solve these problems, we propose an Indirect Model on Electronic Mail Control System(IMEMCS) which controls an unsolicited electronic mail and prevents an useful electronic mail from discarding. We design and implement the IMEMCS to enhance the usefulness and the availability. Being tested the IMEMCS to verify the usability and the efficiency, it gave us a very successful result.

• Journal of the Korea Society of Computer and Information
• /
• v.10 no.2 s.34
• /
• pp.143-151
• /
• 2005

As the internet and I-commerce have been developing. a novel method for marketing is needed. A new advertisement using E-mail is becoming popular, because it has characteristics with low costs and relative efficiency. However. as the spam mails are increasing rapidly, mail service companies and users are deeply damaged in their mind and economically. In this paper, we design a hierarchical spam mail blocking policy through cooperation of all the participants-user, administrator, ISP to cut off the spam mail efficiently and Propose an efficient model to block and manage the spam mails based on the Policy. Also we prove the efficiencies and effectiveness of the proposed model through evaluation process .

• 한국IT서비스학회:학술대회논문집
• /
• 2008.05a
• /
• pp.299-304
• /
• 2008

이메일은 다른 커뮤니케이션 채널에 비해서 비용이 저렴하며 고객에게 신속하게 접근할 수 있으며 고객과의 쌍방향 커뮤니케이션을 가능하게 하기 때문에 기존 고객 유지와 신규고객 확보 및 신상품 홍보 그리고 판촉활동에 활용되고 있다. 본 연구에서는 이메일마케팅의 특징, 주요 광고매체간 특성 및 타겟마케팅의 채널을 비교하였으며 실증적 사례로 국내 A은행에서 신용카드 회원을 대상으로 실행하였던 이메일마케팅 결과를 분석하여 이메일 개봉율, 반응율 및 이메일마케팅별 순증 이용금액을 분석하였으며 특정 이메일마케팅을 선정하여 프로모션 대상 회원과 반응회원의 특성을 살펴보았다. 본 연구는 실증연구를 토대로 이메일 채널의 효과 제고방안을 제시하고자 한다.

• Asia pacific journal of information systems
• /
• v.12 no.2
• /
• pp.25-44
• /
• 2002

The internet-based electronic commerce is considered as a new strategic alternative to boost competitiveness for small and medium-sized enterprises(SMEs). However, very little research about them has been reported. Meanwhile, the cyber shopping shops in Korea are growing rapidly in their numbers, scales, and diversity of business models. The primary purpose of this study is to investigate the factors influencing outsourcing decisions in the implementation of small and medium-sized cyber shopping shops. Based on the previous studies on IS outsourcing, marketing channel, and their related theories, three areas of determinants(IT & organizational, product, marketing channel characteristics) were identified. Responses of 125 cyber shopping shops from e-mail survey indicate that IT capability, technical specificity of shop implementation, degree of product customization, average amount of order, marketing capability are negatively associated with outsourcing of cyber shopping shop implementation. The results also indicate that the outsourcing decision on systems implementation and marketing channel selection(direct/indirect selling) is performed separately.

• Journal of Global Scholars of Marketing Science
• /
• v.14
• /
• pp.125-144
• /
• 2004

The purpose of this study is to classify customer bye-mailing responsiveness on time-series analysis and RFM module and testify the effectiveness of grouping by ROI analysis. RFM (Recency, Frequency, Monetary Value) analysis are used for customer classification that is fundamental process of e-CRM application. ROI analysis were consisted of open, click-through, duration time, conversion rate, personalization and e-mail loyalty index. Major findings are as follows; Customer segmentation were loyal customer, odds customer, dormant customer, secession customer and observation customer by Activity email module. And Loyal, dormant and secession customer are segregated by RFM module. Loyal customer group have higher point of all ROI index than other groups. These results indicated that customer responsiveness of e-mailing and RFM analysis were appropriate methods to grouping the customer. Mid-small Internet Biz adapted marketing strategy by optimization of consumer information.