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Database Marketing Data Cleaning

Database Marketing Data Cleaning. Fall 2012 MKTG 455 Hettche. Database Marketing. Building a Database In Excel Best Practices. Database Marketing. The BIG 6 Keep column titles in a single row. No empty rows and no empty colums.

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Database Marketing Data Cleaning

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  1. Database Marketing Data Cleaning Fall 2012 MKTG 455 Hettche

  2. Database Marketing

  3. Building a Database In Excel Best Practices Database Marketing

  4. The BIG 6 Keep column titles in a single row. No empty rows and no empty colums. No spacing in cells (good practice but not always possible). Empty cells are OK. Keep all sort-worthy data together (note the difference b/w display data and process data). Each column (or each field) should contain the minimum amount of information necessary. Database Marketing

  5. Customer Databases • Marketing Productivity • Managing Customers Database Marketing

  6. Useful Commands • Ctrl Z • Ctrl A • Ctrl . • Alt + enter Database Marketing

  7. Useful Commands • Ctrl A • Ctrl . • Alt + enter Database Marketing

  8. The Star Model

  9. Langerrak & Verhoef 2003 • Customer intimacy • Need segments, such as “self-made man,” strategy maker,” and “security seeker.” • Operational efficiency • Such as, price convenience and speed • Marketing efficiency • Data mining, database management, and customer contacts

  10. Galbraith 2005 • Scope and Scale (number and variety of products) • Integration (the higher the company scores on scales determines degree to which it is customer centric)

  11. Peteraf 1993 • Resource-based view of the firm • Heterogeneity • Firms within the industry have different competencies • Ex post limits to competition • The company’s capabilities are difficult to replicate • Imperfect mobility • The resources they give the firm its competitive advantage cannot be obtained by another firm • Ex-ante limits to competition • First-mover advantage

  12. Peppers & Rogers 1993

  13. Segment Customers by. . . • Volume • Lifestage • Line of business • Share of wallet • Lifetime value CLV

  14. Acquisition and Retention

  15. Davenport & Prusak 1998 • Knowledge • Information • Data • Creating knowledge • Codifying knowledge • Transferring knowledge • Using knowledge

  16. Incentives

  17. TEST 1 (September 17) • Three chapters (pp. 1-73) • Terminology and theories ( especially as covered in class) • 30 questions multiple-choice • Two short answer essay (10 pts each) • Computer exercise/technique possible

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