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  • Day 2 The Customer Data Base

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    Sean Eric Coronado
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    The document discusses customer databases and their impact. It provides information on the types of data typically stored in customer databases, including names, addresses, purchase histories, and responses to promotions. It also describes how companies can obtain customer data through primary research like surveys or secondary research of existing data collected for other purposes. Finally, it outlines some of the key applications and impacts of customer databases in direct marketing, including more targeted campaigns but also potential issues like reduced accuracy and influencing decision making.

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    Day 2 the Customer Data Base

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    The document discusses customer databases and their impact. It provides information on the types of data typically stored in customer databases, including names, addresses, purchase histories, and responses to promotions. It also describes how companies can obtain customer data through primary research like surveys or secondary research of existing data collected for other purposes. Finally, it outlines some of the key applications and impacts of customer databases in direct marketing, including more targeted campaigns but also potential issues like reduced accuracy and influencing decision making.

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    © All Rights Reserved
    Download as PPSX, PDF, TXT or read online from Scribd
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    Download as ppsx, pdf, or txt
    4 views12 pages

    Day 2 The Customer Data Base

    Uploaded by

    Sean Eric Coronado
    The document discusses customer databases and their impact. It provides information on the types of data typically stored in customer databases, including names, addresses, purchase histories, and responses to promotions. It also describes how companies can obtain customer data through primary research like surveys or secondary research of existing data collected for other purposes. Finally, it outlines some of the key applications and impacts of customer databases in direct marketing, including more targeted campaigns but also potential issues like reduced accuracy and influencing decision making.

    Copyright:

    © All Rights Reserved
    Download as PPSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 12

    WEEK 2

    The
    Customer
    Data Base
    Prepared by : Prof. Rowena G. Bautista
    2
    3

    Give your insight about the image, and


    tell the connection of this picture on the
    topic “The impact of database”
    4

    The Customer Data Base


    Customer database comprises an electronic filing
    cabinet containing a list of names, addresses and
    transactional behavior. Information such as types
    of purchase, frequency of purchase, purchase
    value and responsiveness to promotional offers
    may be held in the database.
    5

    Typical information stored on


    a database includes the
    following:
    6

    Information on actual and potential


    1 customers

    2 Transactional
    information
    3 Promotional
    information
    4 Product information

    5 Geodemographic information
    7

    PRIMARY vs SECONDARY
    Data of customers that Secondary data are those that
    can be gather can be have previously been collected for
    categorized in two, other purposes but can be used
    for the benefit of the company.
    primary or secondary
    Secondary information has the
    data. Primary data are
    advantage
    data collected
    of usually being cheaper than
    specifically for the
    primary data, although it is not
    purpose of the company always available for strategy-
    specific research questions.
    How to obtain Customer’s 8

    Data?
    A Secondary Research
    B  Original or Primary Research 
    Qualitative Research
    Quantitative
    - Observational Research
    Research
    - Survey Research
    - Experimental Research
    ― Irene M. Pepperberg
    9

    IMPACT OF DATABASE IN DIRECT


    MARKETING
    (1) it simply helps us make bad decisions more
    quickly. 
    (2) it reduces the accuracy of our targeting

    (3) it clouds our judgement when analyzing the


    outcome of our actions
    10

    Very interesting
    facts!
    11
    The importance of database marketing is
    reflected in its applications:
     Direct mail
    Target Loyalty
    marketing Distributor marketing
    management
    Campaign systems Marketing
    planning Evaluation
    Telemarketing
    12

    Thank you!

    GOD
    GOD
    BLESS YOU

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