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[IT1004] Discussion 2

[IT1004] Discussion 2

Discussed opinions, answers and trivia for Discussion 2. Produced for module IT1004, National University of Singapore

Kelvin Tay

March 18, 2013

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  1. Discussion 2

    IT1004 AY2012/2013

    18th March 2013

    View Slide

  2. Q1. What are some sites that uses
    dynamic pricing?

    •  Airline & travel-related sites

    •  Sports ticketing sites (NBA, MLB, Scottish
    Premier League)

    •  Retail stores

    View Slide

  3. Q2. How does Internet help fulfill
    dynamic pricing?

    •  Real-time information updates

    –  Change price information quickly and cheaply

    •  Geolocation

    –  IP address + WIFI identifiers

    •  Personalized information

    –  Cookies

    –  Social Media Integration (e.g. Facebook Connect)

    •  Browsing Behavior

    –  Google Analytics (through Javascript snippets)

    View Slide

  4. Facebook Connect

    View Slide

  5. Google Javascript Tracking Code
    Snippet (ga.js)

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  6. At the same time…

    •  Price comparisons made easy for consumers

    Shopbots / Price Aggregators

    – MySimon.com

    – ShopZilla.com

    – PriceGrabber.com

    – Decide.com

    View Slide

  7. http://vimeo.com/52095594

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  8. Q3. How does airlines uses dynamic


    •  Specifically: HTTP cookies / Browser cookies

    •  Small pieces of data saved from site to browser

    •  Typically for enhancing browsing experience


    •  Webpage-specific

    •  Browser-specific (e.g. Chrome vs Firefox)

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  9. While you stare at the airfare price…

    •  Stored cookies interact with webpage (e.g.

    •  Webpage determines the frequency, periods of
    webpage visit and judges your ‘desire’ for this

    •  Webpage adjusts price accordingly

    – Increases price with more page visits

    View Slide

  10. Cookies or Cache?

    •  Cookies store encrypted data that are
    formatted in a unique way readable only to the
    webpage itself

    •  Cache stores local standardized files used on
    webpages such as images (JPEG, PNG), HTML
    files and text

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  11. Q4. Pros & Cons of dynamic pricing


    •  PROS

    –  Pay what you want

    •  CONS

    –  Possible frustration, feelings of
    unjust (Staples.com
    controversy on WSJ)


    •  PROS

    –  Get maximal profits

    •  CONS

    –  Possible consumer backlash
    (Airline Membership

    –  ‘cherry-picking’ from
    consumers; lack of loyalty
    (NBA, NFL concerns)

    View Slide

  12. Infographics Examples

    •  Paying too much for your flight?

    – http://visual.ly/are-you-paying-too-much-flights

    •  What Google Analytics know about you

    – http://visual.ly/2011-web-analytics-review

    •  The EU Cookie Law

    – http://blog.silktide.com/wp-content/uploads/

    View Slide