Estimated time
- 45 minutes to go through the content
- 2h00 to prepare the homework
- 20 minutes to present homework and take notes regarding the corrections that are required. Only one group is asked to present their homework, but everyone is encouraged to pay full attention to the presentation, as it really has to be considered as ‘part of the class material’
Objective :
Understand why gathering insights about prospective and actual customers and keeping track of them is so important in webmarketing activities.
Agenda :
On this lesson, we are going to :
- Define what a customer journey is
- Explain what acquisition and conversion consist in
- Look at what it takes to make it as straightforward as possible
Abstract :
From the previous lesson, we learned that only when you have collected enough information will you be able to make a wise decision regarding how to approach your customers according to their needs and tastes. This is why webmarketers are trying so hard to observe and understand what people are doing online.
The thing is : loads of people are visiting the same sites or app, and what pleases one might annoy another one. So, building the most pleasant experience for each and everyone of them involves keeping track of each individual.
This is where cookies come into play …
Class material :
pdf format
VIDEO format
If for any reasons the video does not show properly, here is the link : https://youtu.be/tRf2iW-zDTo
If for any reasons the video does not show properly, here is the link : https://youtu.be/lVxVr9OJJJc
Homework :
Visit the homework page to see what’s expected from you for this lesson.
Take the quiz to check your knowledge
If for any reasons the quiz does not show properly, here is the link : https://docs.google.com/forms/d/e/1FAIpQLSc4JhddvOdyFGI6teqSjJeLKUnr_lVTbUY9MGVbah0xNRF7wQ/viewform
To go further :
Video showing what a DMP is https://youtu.be/9UCUwP6H-GU
4 replies on “Lesson 2 – webmarketing principles”
Good evening Professor,
I was trying to do the quiz for Lesson 2, however, when I try clicking the link it says that I do not have permission to access it.
Dear Gabriella,
To take the quiz, you have to be connected to a gmail account.
Dear Professor,
Even if I am connected to gmail account (ESSEC Account), I couldn’t have access to the Quiz. They say that an authorization is required.
Only users who are part of the form owner’s organization can view the form.
Dear students,
You left me some comments indicating me that the quiz of lesson 2 could not be accessed.
Thanks for pointing this out. My bad, I have fixed this and you should have access by now :).