UPTREND VALUE : DATA BASE MARKETING
In today’s competitive climate ,marketing and cutomer’s data have became the most important key of strategic competition for many firm. This advances in bussiness and marketing makes firms more sensitive for data with the efficacy of increasing role of information technologies in preparing marketing strategies and its implementation. Together with increasing value of data and blooming customers – focused marketing concept , firms have trended to systematic operations for collecting and storing data of the customer and using them beneficialy. With this way ,data base marketing concept has appeared .
Data base marketing is to discover and analyze process of unseen information from large amount of data of current or potential customers. With query to data base, the answers to questions such as “ Who is our customers whom we made a profit of 10.000 YTL last year?” or “Who is our credit card user customers?” are given. In spite of that , with data base marketing and data mining , the questions like “ who is our customers who have common shoping behaviour?( to aggregate)” or “What are other products or services sold with credit card ?( to associate ) can be answered. Basket analysis aims to find pozitive and negative correlation between sold products. If an example is given ,the research which was reconnoitred by TESCO one the biggiest supermarket of U.K, have to be the first minded. In Tesco’s diapers and beers are sold together on the same stands on Fridays. Diaper and beer. The reason is very simple. At weekends while English men look after their babies , they watch football and while they watch football ,they usually drink beer. There may be no other way to discover that diapers and beers are in the same basket during Friday’s shoping than data base marketing . The information , about 70 % percent of people who buy stocks from internet, are over 40 years old and play golf, has triggered online invesment...
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