Database Marketing

DATABASE MARKETING Digital Marketing Analytics

Jennifer Granados

Database marketing means that we have facts about our customers that we have collected through online surveys, purchases, website clicks, Facebook Likes, and Twitter followers. The facts that are in the data base are just facts until we analyze them into usable information. After the facts become usable information we develop wisdom that creates the action plan for our marketing activities.

DIRTY DEEDS The Diaper Sensor

Jennifer Granados

Jennifer Granados

2.Dirty Deeds is our latest product and app combination. By using RFID technology, a soiled diaper will signal the monitor that Baby had done his Deed. The base unit then sends the information to the parents’ phone app so they will know that it is time for a change. The goal is to eliminate the dreaded Sniff Test or the more distasteful Finger Test.

Online

Leads

Word Of

Mouth

Engagement

Feedback PromotionCommunity

Content

Press Relations

Events

Traditional

Listening

Marketing Activity

Jennifer Granados

Jennifer Granados

3.The Marketing Activities will become more effective once we understand who our Target Audience is and how we will best be able to reach them. The fact that become knowledge will direct our Marketing Activities and the “strategic market research campaign can help you make important business decisions – from adjusting your strategy, to taking a leading position in growing market trends, to honing your product development efforts” (DeMers, Forbes.com, 2014)

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

mailto:[email protected]





















Jennifer Granados

4.A Database is simply the gathering of facts. The name, age, address, buying habits and location can all play a part in deciding the best approach for the marketing activities.

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

Jennifer Granados

5.Data is the raw facts, Information is the process of discovering trends and likenesses in the facts. Knowledge is understanding the information that is made up of data. Wisdom is using the knowledge to reach our goals.

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.)

Jennifer Granados

6.We will gather data form all possible sources. Feedback from customer who have purchased our apps is one area we excel in listening to our clients. We monitor Facebook, Twitter, and all other social media activity in order to understand what the consumer is saying about our products. We encourage those who purchase our products to fill out the survey so we can better serve them in the future. We also purchase information that is already filtered and sorted to meet the data of our target audience. When we analyze the data, we then can begin our Customer Relationship Management.

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).

Jennifer Granados

7.The successful analytics shows in the CRM results. We see obvious trends in customer care and engagement when our facts become knowledge and then wisdom.

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)

Jennifer Granados

8.In order to make the best of our data we use two types of databases. Our SQL, Structured Query Language, gives us ways to sort data. Some examples are Select Limits, which will allow us to pull information from more than one source. We also use indexing and comparison to separate data into categories.

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

Jennifer Granados

9.Excel can also be used to sort and analyze data. The tabs in the toolbar allow a researcher to enter specific words or ranges. These words, phrases or numbers can be customer sorted to meet the answer to each question poised.

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

Database Marketing

Marketing

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