Joel Reedy and Shauna Schullo

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Chapter 12

• Capturing Customer Profiles and Data Management

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Keeping the Data House in order is Critical to
Database Development and Management

• Good marketing programs are built on good
  information, and good information is collected,
  categorized, and saved for future analysis and
  usage
• Databases are formed from purchase transactions
  and possibly, customer surveys
• Databases can be searched by people or computers
• The marketer should never underestimate the value
  of data collection

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Keeping the Data House in order is Critical to
Database Development and Management

• Businesses began to formulate their database
  systems in the late 60s and early 70s what was
  very complex, has become much more manageable,
  quicker to retrieve and sort with much more power
  in the beginning of this century
• Database structure features
• Every item has a unique record within the
  database
• These data are then linked in a hierarchical
  manner to the top of the table
• The table is the main entity within a database
  that holds the fields and records of the database

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Keeping the Data House in order is Critical to
Database Development and Management

• The conceptual elements of database design
• Data
• Technology
• Research technique
• Once the database application is developed, the
  ongoing communications program to query current
  customers or prospects can be initiated

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Measuring the Value of the Database

• Accountability can be derived by giving specific
  attention to the data within any database
• Customized products, new distribution and
  communications channels, and multiple pricing
  options will drive 70 of enterprises to
  reengineer and automate their marketing practices
• Already traditional metrics are proving
  inadequate in measuring marketing activities
  across multiple-product categories, diverse
  placement channels, and constantly changing
  retailer discounting, and consumer sales price
  points

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Measuring the Value of the Database

• New fact-based metrics will let enterprises
  dynamically allocate marketing resources to the
  activities with the best return on investment
  (ROI)
• Technology and automation will be the keys in
  managing these new marketing processes
• Vast amounts of detailed data that must be
  collected and analyzed to make effective
  decisions in this environment will task
  information systems

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Building a Transactional Database

• The best database for e-commerce is the
  transactional database that is assembled by
  ongoing transactions with customers
• With a transactional database that has an enabled
  or linked data capture, a marketers company is
  available the track of the customers
  transactions or purchases
• The transactional database is considered superior
  to public databases because the customer is
  already buying from the marketers company

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The Compiled Database

• The marketer may opt to use a compiled database,
  a collection of public records such as drivers
  licenses, birth records, hunting and fishing
  licenses, automobile registrations, or marriage
  licenses
• As a plan for data management, the design of the
  tracking system must be considered as well

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The Compiled Database

• The marketer should decide how the companys
  database is to be assembled
• Compiling customers profiles by demographic or
  geographic information
• Compiling preferences by psychographic profiles
• Creating a proprietary database from the data of
  the companys activities with either consumers or
  business-to-business customers
• Return of warranty cards
• E-mail inquiries
• Customer service data input

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Designing a Proprietary Marketing Database

• The marketer is wise to have input from other
  departments that might be integrated into the
  customer or prospect databases
• The importance of integrating special data
  collection figures in the planning stages will
  make the system development a much smoother, no
  surprises production
• These questions, who, what, when, where, and
  why point to the how of implementation,
  forming the basis for all database ventures

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Designing a Proprietary Marketing Database

• At the planning stage, thought should be given to
  the report formats that display the data
  collection
• What are the important figures that drive the
  marketers department?
• What is the measurement of consequence?
• What are the different expectations of efficiency?

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Software Systems for Traffic Measurement to Web
Sites

• As other components of the marketing process are
  measured, so should the performance of a Web site
  for attracting viewers and encouraging longer
  visits to the site
• There are several areas of accountability that
  bring objectives and results into better focus
• Counting unique visits (one person in one visit)
• The number of hyperlinks visited
• Recording the domain extension of the visitor
  (.com, .edu, .gov, so forth)
• Keeping track of hourly, daily, and monthly
  visits

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Software Systems for Traffic Measurement to Web
Sites

• Key Web marketing terms
• Hit is a request for a file
• Visitors are the number of unique persons
  accessing a site
• Sessions is a series of uninterrupted mouse
  clicks from a visitor
• Like frequent customer, a repeat visitor is
  probably more valuable to the site

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Software Systems for Traffic Measurement to Web
Sites

• Ways to estimate visitors
• Issue cookies
• Require session identification
• Registrations to enter the site
• Statistical software that try to filter the true
  numbers of page views
• Clickstream analysis

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A Quick Overview of Database Definitions

• A database is a collection of information related
  to a particular subject or purpose data can be
• Stored
• Manipulated
• Used in many ways
• A database file is simply a container for the
  data with many small partitions dividing it into
  logical parts

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A Quick Overview of Database Definitions

• To store data logically, one table for each type
  of information the marketer wishes to track
  should be created
• The first step in the process is to define
  relationships between the tables
• The marketer can create queries, forms, and
  reports to display information from several
  tables at once
• A form, report, or query may include information
  from any number of tables

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A Quick Overview of Database Definitions

• What exactly does relational mean and how does
  it work?
• A relationship works by matching data in key
  fields with the same name
• Matching fields are the primary key from one
  table that provides a unique identifier for each
  record, and a foreign key in the other table
• Type of data relationships
• One-to-many relationships
• Many-to-many relationships

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Understanding the Database Elements

• A table is a collection of data about a specific
  topic, such as products or supplies
• Tables organize data into columns that are called
  fields and rows, known as records
• The marketer can use forms for a variety of
  purposes
• Create a switchboard or starting form to open
  other forms or reports
• Create a data entry form to enter data into a
  table
• Create a custom dialog box to accept user input,
  then carry out an action based on that input

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Understanding the Database Elements

• Parameters that will be stored in the forms
  design rather than a table
• Descriptive text
• Graphic elements
• Expressions for calculations
• The items stored in an underlying record source
  are the marketing data

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Understanding the Database Elements

• Forms can be divided into sections to increase
  the effectiveness
• Detail section
• Form header
• Page header
• Page footer
• Form footer section
• Sections in a sub-form, or forms within forms

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Understanding the Database Elements

• Tips on gathering information over the Internet
• Limit information requests to a form that can be
  completed in three to five minutes
• Do not ask for information that requires the user
  to leave her workstation
• Limit response options per question
• Use open-ended questions when quantitative
  response measurements are not necessary
• Build in questions that separate surfers from
  customers and prospects

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Understanding the Database Elements

• Queries are the most mysterious of the database
  elements
• The marketer can use queries to view, change, and
  analyze data in many different ways
• Queries can also be the source of records for
  forums and reports
• The most common type of query is a select query
  that retrieves data from one or more tables using
  criteria the marketer specifies and then the
  query is displayed in the order requested
• Queries are created using a wizard or are created
  from scratch in a query design view
• A join line tells the database program how data
  in one table or query relates to data in another
  query for table
• Another type of query is a crosstab query

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Understanding the Database Elements

• A report is an effective way to present the data
  in a printed format
• The information in a report comes from an
  underlying table, query, or SQL (Select Query
  Language) statement that is the source of the
  reports data
• Reports can be customized in the same manner as
  forms
• Each section has a specific purpose and prints in
  a predictable order on the page in the report
• Report header
• Page header
• Detail section
• Page footer
• Report footer

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Database Design

• A good design is the foundation for creating a
  database that accomplishes the goals effectively,
  accurately, and efficiently

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Database Design

• The seven basic steps in designing a database
  are
• Establish the purpose of the database
• Decide what tables are needed in the database to
  accomplish this task
• Determine what data will be collected and placed
  as fields in the tables
• Identify those fields with unique values
• Determine how the table will relate to each
  other review and refine the design to be sure it
  accomplishes the goals of step 1
• Enter a sampling of data and create any other
  database objects that are needed
• Design and implement the interfaces using forms,
  reports, and queries to make the database
  productive and easy to use