By John Makulowich
For example, question No. 3 covers the type of information collected, such as domain name, e-mail address, specific Web page(s) accessed or visited and data from a site registration or survey.
Question No. 4 lists six ways in which the gathered information could be used. These include use for internal review, Web page content improvement, customizing the content and/or layout of Web pages for individual consumers, notifying consumers about Web site updates, sharing with other organizations to help them contact consumers for marketing purposes and contacting consumers for marketing purposes.
You might ask if such a policy is really necessary? Probably so, since more and more companies are trying to turn a profit from their Web efforts as well as integrating the Internet into their marketing communications strategies and plans.
And data from the DMA supports the growth of the online market. According to DMA's Statistical Fact Book 1997, online shopping revenues are expected to reach $2.77 billion by the year 2000, while online ad revenues are expected to total $5 billion by the millennium.
One other interesting bit of data: the group estimates that the costs for a typical Web site range from $304,000 for a purely promotional site to well over $3 million for a fully interactive/transactional site.
John Makulowich writes, talks and trains on the Internet. You can reach him at firstname.lastname@example.org; his home page is http://www.cais.com/makulow/.
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