Chapter 8 Operational Data Tools

1
Chapter 8Operational Data Tools

• Amy Gahr
• Brian Romig
• Jodi Rudden

2
Data Mining Can Bring Pinpoint Accuracy to Sales

• Article Overview
• Data Warehouse- a central store of customer data
  that can be used throughout the enterprise
  
• Data Mining
• Campaign Management
• When these tools are implemented correctly, it
  shows only relevant customers at certain times
  and provides with up-to-date information
  
• Gives Companies that are online an advantage
• Relationship to Chapter 8

3
FTC Pulls Plug On 100 Million Adware Businessby
Gregg Keizer

• Article Overview
• EliteBar and EliteToolBar
• Ohio based iwebtunes.com
• Java code placed on computers
• FTC calls acts unfair and deceptive
• 90-100 million a year
• Asked to give wrongful gains back to consumers
• How Article Relates to Chapter 8.

4
Profiling For Profit

• Article Overview
• Best Buys new strategic program
• Creating customer profiles
• Categorizing each individual store
• Targeting typical consumer types
• Varies from store to store
• Implementing new products and displays
• Relationship to Chapter 8
• Targeting
• Personalization and customization
• Customer Relationship Management (CRM)