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powerful."

4. The analysis of the e-marketing models

There are two business models to be worth considering in GT e-marketing
Firstly, there is new model-New e-marketing model is founded on four main pillars. A. The products and services a firm offers, representing a substantial value to the customer, and for which he is willing to pay. B. The infrastructure and the network of partners that is necessary in order to create value and to maintain a good customer relationship. C. The relationship capital the firm creates and maintains with the customer, in order to satisfy him and to generate sustainable revenues. And last, but not least, D. the financial aspects, which are transversal andcan be found throughout the three former components, such as cost and revenue structures (Weill, P., Vitale, N.R, 2001)
Back-end
Systems
(Order Processing,
Inventory Control,
Payment)
HTML
Docs
Second, there is a B2B model whose goal is to increase leads over time, as long as more leads result in more sales.
• Increasing GT web Visitor Counts – More traffic means more opportunities for leads
Optimize around these and identify the most effective marketing channels. To do this, breakdown leads metrics by marketing channels and campaigns. Compare this information to target market (geographic, demographics, etc.) and optimize around the top performing creative and channels.
• Increasing Conversion – GT already have the visitors, now GT need to help them take the next step. The easiest place to start is with fallout and path analysis. Begin by running a fallout report related to the path users are expected to follow (N. Abe and K. Nakamura, 1999). Then, analyze exit pages and run it .Previous Page Flow analysis from these. So it may get answer, does something need to be fixed? Are there patterns? Design with A/B testing.
And Optimize navigation
• Qualified Traffic – Although the leads numbers singly do not measure the leads quality, another angle is to understand the propensity of visitors to convert to leads, or the quality of visitors. This is a sub level of quality and should be optimized to, increase conversions, decrease cost per lead and improve lead quality.
• Marketing channel information and breakdown campaign by leads. This will point to GT marketing efforts which produce the highest number of leads. Now compare these campaigns to geographies and demographics. Optimize marketing efforts around top performing elements and look for patterns. Visitors will access GT site in phases. The first may be a discovery phase where they hit a few pages while stumble across your site, if interest grows, the visitors may return to perform some form of research to GT. It is during that information gathering phase where these conversions are critical, and that is the conversion phase which the Lead Conversion Ratio targets.
• Barriers – This is all about design, navigation, and trust. Where should the visitors seem to stop in the leads conversion process? Starting with path flow analysis, then run fallout reports to understand where these visitors are dropping out. Visitors may be not following the predicted flow. Next step is looking at the paths visitors are taking. About the predicted path and the possible barriers, running custom link reports or Click Map to understand how