Gist: A model for design and management of content and interactivity of customer-centric web sites

Terri C. Albert, Paulo B Goes, Alok Gupta

Research output: Contribution to journalArticle

105 Citations (Scopus)

Abstract

Customer-centric Web-based systems, such as e-commerce Web sites, or sites that support customer relationship management (CRM) activities, are themselves information systems, but their design and maintenance need to follow vastly different approaches from the traditional systems lifecycle approach. Based on marketing frameworks that are applicable to the online world, and following design science principles, we develop a model to guide the design and the continuous management of such sites. The model makes extensive use of current technologies for tracking the customers and their behaviors, and combines elements of data mining and statistical analyses. A case study based on a financial services Web site is used to provide a preliminary validation and design evaluation of our approach. The case study showed considerable measured improvement in the effectiveness of the company's Web site. In addition, it also highlighted an important benefit of the our approach: the identification of previously unknown or unexpected segments of visitors. This finding can lead to promising new business opportunities.

Original languageEnglish (US)
Pages (from-to)161-182
Number of pages22
JournalMIS Quarterly: Management Information Systems
Volume28
Issue number2
StatePublished - Jun 2004
Externally publishedYes

Fingerprint

interactive media
Websites
customer
management
financial service
electronic business
information system
marketing
World Wide Web
Data mining
Marketing
Industry
Information systems
science
evaluation
Web sites
Interactivity

Keywords

  • Customer segmentation
  • Personalization
  • Web site analysis and design

ASJC Scopus subject areas

  • Information Systems
  • Management Information Systems
  • Library and Information Sciences
  • Management of Technology and Innovation
  • Strategy and Management

Cite this

Gist : A model for design and management of content and interactivity of customer-centric web sites. / Albert, Terri C.; Goes, Paulo B; Gupta, Alok.

In: MIS Quarterly: Management Information Systems, Vol. 28, No. 2, 06.2004, p. 161-182.

Research output: Contribution to journalArticle

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