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effectiveness of the ad with any one customer. Did the customer act on the<br />

message? Advertisers need to be able to quantify and qualify their spend on the<br />

Web.<br />

5) Market Research Companies<br />

Market research has been an “after the fact” task, whereby market research firms<br />

will contact people after they have made a purchase and try to learn more about<br />

why they purchased a particular item. Buy<strong>in</strong>g patterns and buy<strong>in</strong>g behavior are<br />

then extrapolated from these research results. Po<strong>in</strong>t of Sale systems capable of<br />

captur<strong>in</strong>g <strong>in</strong><strong>format</strong>ion <strong>in</strong> somewhat more real-time sense, send<strong>in</strong>g <strong>in</strong>ventory reports<br />

back to suppliers and <strong>in</strong> general, improv<strong>in</strong>g the delivery cha<strong>in</strong> process have<br />

improved the <strong>in</strong><strong>format</strong>ion cha<strong>in</strong>. Wal Mart was a successful practitioner of POS<br />

programs. This system still does not beg<strong>in</strong> to capture the entire experience with<br />

the consumer as it captures only the po<strong>in</strong>t at which the f<strong>in</strong>al purchase decision is<br />

made. POS says noth<strong>in</strong>g about the 10 toasters the customer looked at and did not<br />

purchase; it tells the system only the one the customer did purchase. In the<br />

paradigm of the Web the potential to capture the complete customer picture for<br />

companies look<strong>in</strong>g to market research now exists.<br />

Conclusion<br />

• Content, bandwidth, access and advertis<strong>in</strong>g will <strong>in</strong>crease web traffic<br />

• The market is comprised of pr<strong>in</strong>cipal users, <strong>in</strong>clud<strong>in</strong>g web based application<br />

developers, web adm<strong>in</strong>istrators, market<strong>in</strong>g organizations, advertisers and market<br />

research companies<br />

______________________________________________________________________________<br />

The Aria Architecture Page 8 Andromedia, Inc.<br />

White Paper July 1996

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