Database Marketing
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Transcript of Database Marketing
DATABASE MARKETING Digital Marketing Analytics
DIRTY DEEDS The Diaper Sensor
Online
Leads
Word Of
Mouth
Engagement
Feedback PromotionCommunity
Content
Press Relations
Events
Traditional
Listening
Marketing Activity
Name Age State Salary Status Gender Email Prior CustomerJones, Tom 19 NC $26,000 221 M [email protected] YesDick, Moby 20 VA $21,000 512 M [email protected] YesDoe, Jane 20 VA $32,000 145 F [email protected] YesMay, Franny 21 CN $54,000 456 F [email protected] YesSpitmier, Nancy 21 CN $54,000 F [email protected] YesFlintstone, Fred 21 CN $54,000 123 M [email protected] YesHam, Britney 21 SD $26,000 654 F [email protected] NoWashington, Doona 21 IL $30,000 6589 F [email protected] YesVanWrinkle, Rip 22 TX $55,000 202 M [email protected] YesKangaroo, Captain 23 WA $43,000 145 M [email protected] YesApple, Tom 24 AZ $86,000 1542 M [email protected] YesMilt, Cori 24 IL $43,000 154 F [email protected] YesDoe, Jon 25 IL $29,000 325 M [email protected] NoSmith, Jerry 25 IL $29,000 201 M [email protected] NoPaul, Peter 25 AZ $46,000 145 M [email protected] YesNone, Jolene 26 LA $36,000 120 F [email protected] NoOrange, Fred 30 MA $66,000 123 M [email protected] YesBarfist, Clancy 30 MA $66,000 M [email protected] YesLancaster, Burt 30 CA M [email protected] YesTapper, Linda 30 IA $32,000 1414 F [email protected] NoHendrex, Jimi 31 NV $69,000 332 M [email protected] Yes
The Database
Database Information Knowledge Wisdom Customer Relationship
Management
The Digital Diaper meets Digital Marketing
Wisdom is the actionable knowledge that is achieved when information is analyzed from the data collected about consumers.
Wisdom
Knowledge
Information
Datao Data: Facts and statistics collected together for
reference or analysis
o Information: What is conveyed or represented by a particular arrangement or sequence of Data
o Knowledge: the condition of understanding something with familiarity gained through experience or association
o Wisdom: the soundness of an action or decision with regard to the application of experience, knowledge
Engagement
Promotion
Content
Purchase History
Listening
Leads
Customer Survey
Database
Feedback
Target Audience
SQL: Structured
Query Language
Excel: Sort Filter
Format
Collecting customer data helps you know each customer more individually and treat them that way,” (Shandrow, n.d.)
Collecting Data
Customer Satisfaction Survey Website clicks Registration Purchases Give-a-ways Purchased Leads
CRM
Support
Service
Orders
AnalysisMarketing
Strategy
Sales
“Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth” (Rouse, 2014).
MySQL
The ability to sort and categorize can be most valuable in target marketing. If we wanted to send emails to all the men 18-30 years old in our data base, we could easily identify those individuals and create a mailing list by using SQL in a relational database; all entries could be sorted by gender and age
• Select limits: This “is used to retrieve records from one or more tables in your SQL database”
• Comparison Operators: “Comparison operators are used in the WHERE clause to determine which records to select”
• Create Index: This will enhance performance, “An index creates an entry for each value that appears in the indexed columns” (Techonthenet.com, 2016)
Excel
• Conditional Formatting: This will allow processes like identifying duplicate information to be quick and easy.
• Filters: This will allow viewing of particular information while hiding columns in the spreadsheet. Filters are in the header row of the Excel Sheet.
• Sorting: This allows information to be moved next to similar and exact information within the spreadsheet. If the database is entered by name of client, it would take time to find each client who purchases size 16 apparel. By sorting the data, all size 16 clients will be grouped together on the spreadsheet
Filters
Results
The goal of collecting is to make the data become usable information. The ability to sort and
categorize is the most valuable in target marketing
By managing our data, we can target specific audiences for each of our products. The Dirty Deeds Diaper Sensor will be focused on young parents and possibly grandparents who are tech savvy. The internet user who accesses websites only by their phone would be presumably a good target for this product. This individual will be a better target if we also have data regarding their family status. The data can be used in many ways but the ultimate goal is to enhance the effectiveness of our marketing activities. By analyzing data and targeting the right audience, the Dirty Deeds Diaper Monitor will join our other apps as a top selling.
References
DeMers, J. (2014, February 10). 2014 Is The Year Of Digital Marketing Analytics: What It Means For Your Company . Retrieved from Forbes.com: http://www.forbes.com/sites/jaysondemers/2014/02/10/2014-is-the-year-of-digital-marketing-analytics-what-it-means-for-your-company/#360446216619DeMers, J. (2014, September 3). Forbes.com. Retrieved from Why Knowing Your Audience Is The Key To Success: http://www.forbes.com/sites/jaysondemers/2014/09/03/why-knowing-your-audience-is-the-key-to-success/#5dfe3bd46104McCandless, D. (n.d.). Hierarchy of Visual Understanding? Retrieved March 26, 2016, from InformationlsBeautiful.net: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiFxIj-x-TLAhVCOyYKHRpDD0QQjB0IBg&url=http%3A%2F%2Fwww.informationisbeautiful.net%2F2010%2Fdata-information-knowledge-wisdom%2F&psig=AFQjCNEHhMesnq1VrEdzrrNNfC88dJPRouse, M. (2014, November 10). Techtarget.com. Retrieved from customer relationship management (CRM): http://searchcrm.techtarget.com/definition/CRMShandrow, K. L. (n.d.). 10 Questions to Ask When Collecting Customer Data. Retrieved February 25, 2016, from Entrepreneur.com: http://www.entrepreneur.com/article/231513Techonthenet.com. (2016, March 25). Retrieved from SQL Tutorial: http://www.techonthenet.com/sql/index.phpUnicomtech.in. (n.d.). Retrieved from Unicomtech Software: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=&url=http%3A%2F%2Funicomtech.in%2Fcontact-us%2F&psig=AFQjCNFf_runUODgbqAgvECrOdm60yu4lA&ust=1459350259073090