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Databases by Mind Map: Databases

1. Data Protection Act (1998)

1.1. 'Equipment operating automatically in response to instructions given'

2. Armstrong, et al., (2009)

2.1. 'A customer data base is an organised collection of comprehensive data about individual customers on prospects, including geographic, demographic, psychographic and behavioural data'

3. Types of Data

3.1. Primary - Name and addresses

3.2. Secondary - Used to qualify primary data - demographics and lifestyle

3.3. Performance - How customer responded

3.4. External - Bought in lists

4. Database Maintenance

4.1. 1. Manage data sources

4.2. 2. Manage data entry

4.3. 3. Manage the database

4.4. 4. Manage applications

5. Issues Managing Data - Goldwag (1995)

5.1. Manage data sources - Data comes from different places and may not suit needs

5.1.1. These all need to be managed, standardised and put into a useable format

5.2. Manage data entry - Verification, validation, de-duplication, merge purge, suppression files

6. In-House

6.1. Advantages

6.1.1. Customised approach; day-to-day control; data can be moved easily; speed of service

6.2. Disadvantages

6.2.1. High development costs; lack of internal expertise; name and address handling difficult; fewer analytical tools available

7. Bureau

7.1. Advantages

7.1.1. Easier to enforce service-level agreement; share costs of hardware; experience

7.2. Disadvantages

7.2.1. Conflicting demands from other clients; online access sometimes difficult; high operating costs

8. Building the Database

8.1. Kotler et al (2009)

8.1.1. 1. What managers think they need

8.1.2. 2. What managers really need

8.1.3. 3. What's economically feasible

8.2. Boddington (2007)

8.2.1. 1. Data should be split into 'essential now' and 'possible future use'

8.2.2. 2. Data should allow ease of sourcing and updating

8.2.3. 3. The cost of raw data must be offset against benefits

9. Internal Data Sources

9.1. Bird 2007

9.1.1. Records held by anyone within the company who deals with the customer

9.1.2. Retail outlets, agents, dealers

9.1.3. Guarantee forms

9.1.4. Invoices

9.1.5. Enquirers - Past, present and future

9.1.6. People who visit your stand at exhibitions

9.1.7. Competition entrants

9.1.8. Respondents sale promotions

10. External Data Sources

10.1. List purchase

10.2. Data building schemes

10.3. Introduce new contact channels

11. Manage the Applications

11.1. Ensure any data sent back to customer is accurate

11.2. Ensure selections base on correct criteria

11.3. Ensure criteria have been correctly recorded

12. Self Regulation in DM

12.1. BCAP - Broadcasting Committee of Advertising Practice

12.2. CAP - Committee of Advertising Practice

12.3. ASA - Advertising Standards Authority

12.4. OFCOM Broadcast Code