Objectives of knowledge management

Online marketplace 
Exchanges of information 
and commercial 
transactions between 
consumers, businesses 
and governments 
completed through 
different forms of online 
presence such as search 
engines, social networks, 
comparison sites and 
destination sites.
Path to purchase 
The different sites, 
channels, devices and 
information sources that 
consumers use to inform 
their purchase decision 
for a product or service. 
Also known as conversion 
pathways on a site.
Multiscreening 
A term used to describe 
simultaneous use of 
devices such as digital TV 
and tablets.
Destination site 
Typically a retailer 
or manufacturer 
site with sales and 
service information. 
Intermediaries such 
as media sites may be 
destination sites for some.
Online 
intermediaries 
Websites which help 
connect web users with 
content they are seeking 
on destination sites. 
Includes new online 
intermediaries such as 
search engines and 
shopping comparison 
sites and traditional 
brokers, directories and 
newspaper and magazine 
publishers that now have 
an online presence.
Online marketplace analysis
Situation analysis 
Collection and review 
of information about an 
organisation’s external 
environment and internal 
processes and resources 
in order to inform its 
strategies.