705342 Marketing Information System 5-3 Marketing Database EK BUNCHUA email@example.com 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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