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Database Marketing

Database Marketing. Fall 2012 MKTG 455 Hettche. Lecture Overview. Chapter 4: (overview) If Function (in excel) Fair Information Practices (FIPS) VLOOKUP function (in excel). Concerns. Data Security Secretive data collection Junk Mail and Spam 3 rd party access Feeling of Violation

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Database Marketing

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  1. Database Marketing Fall 2012 MKTG 455 Hettche

  2. Lecture Overview • Chapter 4: (overview) • If Function (in excel) • Fair Information Practices (FIPS) • VLOOKUP function (in excel)

  3. Concerns • Data Security • Secretive data collection • Junk Mail and Spam • 3rd party access • Feeling of Violation • Inequitable Exchange • Fear of Errors

  4. Federal Agencies 1914 1934 1938 1934

  5. Fair Information PracticesFederal Privacy Act of 1974 • Notice/Awareness • Integrity/Security • Choice/Consent • Access* • Enforcement/Redress

  6. FIP • 5th area Enforcement and Redress

  7. Email Marketing • CAN-SPAM ACT (US LAW) email marketer must provide an “opt out”. • Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003

  8. Trending Areas • Traditional Direct MKTG • Internet/E-commerce • Mobile Marketing • RFID and Ubiquitous Computing • Social Networking Sites • Virtual Environments

  9. Traditional Direct Marketing Channels • Emerging Issues: • New media have created new channels to collect information. • Information sensitivity increases among users of technology

  10. Internet/E-Commerce • Emerging Issues: • Behavioral tracking and Do-not track lists. • Privacy seals • Privacy Paradox (Norberg, Horne & Horne 2007) • Personalization in online environments

  11. Mobile Marketing • Emerging Issues: • Geo-location. • One-to-one surveillance • Personal nature of device • Opt-in

  12. RFID and Ubiquitous Computing • Emerging Issues: • U Mass experiment (where cc is collected with swip-less technology) • Self-checkout lines • Lack of a “recording light”

  13. Social Networking Site • Emerging Issues: • Identity theft • Privacy issues (detrimental to the user of SM) • Stalking • Bullying

  14. FIND • A social networking story gone bad • Relay an instance where TMI lead to customer harm

  15. What is • ZoomInfo • Spock • PeekYou • Wink

  16. Virtual Environments • Emerging Issues: • Gambling • “dating” websites • Second life • Video Game realities

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