705342 Marketing Information System 5-3 Marketing Database by wjy20946

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									             705342 Marketing Information System
             5-3 Marketing Database




EK BUNCHUA
ek@ba.cmu.ac.th

Department of Marketing
Faculty of Business Administration
Chiang Mai University
Chapter Outline
5-3 Marketing Database
             Marketing Database
              v.s. Database Marketing
             Uses of Marketing Database
             Steps in Developing MKIS Database
             Another Model of MKIS
Marketing Database
v.s. Database Marketing

      Marketing Database (ฐานข้อมูลทางการตลาด)
        The database system that contains any
         marketing-related data
        Focus on marketing decisions

      Database Marketing (การตลาดโดยใช้
       ฐานข้อมูล)
        The database system that contains mainly
         customer-related data
        Focus on direct marketing and
         relationship marketing
Uses of Marketing Database

       Operational
         Day-to-day support of the business
       Analytical
         Analysis of historic and transaction data
         Create or adjust marketing strategies, as
          well as other business strategies
Steps in Developing MKIS Database

1. Define the database functions
What functions do I want this database to perform?
 Operational or analytical?

Issues:
    Quick response time and easy access?
    Technical problem
    Data analysis capabilities
    IT people tend to focus on the operational of
     systems
Steps in Developing MKIS Database

2. Define the information requirements
There are two approaches:
(1) Only a small amount of the marketing data
   captured will be used to make decisions
     Identify and capture only key information
(2) Capture as much information as possible and
   start looking for trends within the data
     Data-mining approach
     Create a large data warehouse which is used to
      identify the meaningful trends
Steps in Developing MKIS Database

Which approach to be determined?
Answer the following questions:
   Have we prioritized the information required?
   Is the information consistent with our
    marketing strategy?
   How easily can the information be updated?
   What are the costs and benefits associated with
    gathering information?
   Should the database include prospective
    customers?
Steps in Developing MKIS Database

3. Identify the information sources
 Internal sources v.s. External sources
Issues:
     How the information will be acquired and
      updated on an ongoing basis?
     Existing customers v.s. potential customers
     Data on marketing environment
     Reliability
Steps in Developing MKIS Database

4. Select the database technology
    Depends on the intended uses of the database
    Relational database is the preferred solution
     for the vast majority of applications
    The selection of hardware platform will
     depend on the size of the database, and the
     number and location of potential users
Steps in Developing MKIS Database

5. Build applications to access and process
   information
     Specify application requirements
     Elements of the design
        Data flow

        Data store

        Processes

        Procedures

        Controls

        Roles
Steps in Developing MKIS Database

6. Populate the database
    Major task when developing MKIS database
    Poor-quality data is the primary reason for
     most of MKIS failures
Issues:
    Much of the required information is already
     held in paper or electronic format
    Numbers of different locations where the data
     can be found
    Time consuming, require considerable
     resources
Steps in Developing MKIS Database

7. Maintain the database
    Ongoing maintenance activity is required to
     keep the information in the database up to date


                The database is a living
                breathing thing that requires
                constant attention -- you can’t
                just build it and say “that’s it”.
                                           (Curtis)
Another Model of MKIS

 Internal                 Marketing
 Records                  Decision
 System                    Support
                           System
 Marketing
Intelligence   Data     • Marketing Mix
  System       base       Planning and
                          Decisions
                        • Forecasting
 Marketing              • Resource
 Research                 Allocation
  System                   etc.


                        (Adapted from McLeod)
Chapter Outline
5-3 Marketing Database
             Marketing Database
              v.s. Database Marketing
             Uses of Marketing Database
             Steps in Developing MKIS Database
             Another Model of MKIS
Questions?

								
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