E-Mail tracking in online marketing
- E-Mail tracking uses personalized links and pictures for gathering information on user behavior, for example, where, when, on what kind of device, and how often an e-mail has been read. This information can be very useful for marketing purposes. On the other hand, privacy and security requirements of customers could be violated by tracking. This paper examines how e-mail tracking works, how it can be detected automatically, and to what extent it is used in German e-commerce. We develop a detection model and software tool in order to collect and analyze more than 600 newsletter e-mails from companies of several different industries. The results show that the usage of e-mail tracking in Germany is prevalent but also varies depending on the industry.
| Author details: | Benjamin FabianORCiDGND, Benedict BenderORCiDGND, Lars Weimann |
|---|---|
| URL: | https://aisel.aisnet.org/wi2015/74 |
| ISBN: | 978-3-00-049184-9 |
| Title of parent work (English): | Proceedings of the 12th International Conference on Wirtschaftsinformatik |
| Subtitle (English): | Methods, Detection, and Usage |
| Publisher: | Associations for Information Systems AIS |
| Place of publishing: | Atlanta |
| Publication type: | Conference Proceeding |
| Language: | English |
| Year of first publication: | 2015 |
| Publication year: | 2015 |
| Release date: | 2022/11/11 |
| Tag: | E-Mail Tracking; Online Marketing; Privacy |
| Issue: | 74 |
| Number of pages: | 15 |
| Organizational units: | Wirtschafts- und Sozialwissenschaftliche Fakultät / Wirtschaftswissenschaften / Fachgruppe Betriebswirtschaftslehre |
| DDC classification: | 3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft |
