Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 33

As one of the earliest players in e-commerce and also the largest e-commerce website of today, Amazon has also become the synonym of e-commerce. Starting from an online bookstore, Amazon has made its presence felt in almost every product category and in all major national markets around the world.

However, Amazon is more willing to define itself as a data company for the reason that, when it has access to the purchasing information of users, Amazon also records all user tracks on its website. For example, how long a user stays on one page, how many comments one user has read, what keywords he has searched and what products and information he has browsed. Its sensitivity to data and constant investment in data discovery have endowed Amazon with the best data capability, making it different from other rivals with its data-based business model. Its data capability can be shown from the following three aspects: