How To: Create A Simple Program In Visual Basic 2010

Microsoft Visual Basic is a software that allow us to arrange our database in creating website or programs.

You can know how to create a simple program by using visual basic after viewing this video.

1.1 Introduction to PASW Statistics: PASW (SPSS) Statistics v.17 video

~ PASW stands for Predictive Analytic Software.

~ This software allow us to create a data file by defining variables and entering cases.

~ PASW uses statistics for its analysis.

~ Statistics is a set of mathematical techniques that can be used to summarize research data as well as determine whether the data supports the researcher's hypothesis or not.

Database Management System (DBMS)

DBMS is the system in which related data is stored in an "efficient" and "compact" manner.

Efficient means that the data which is stored in the DBMS is accessed in very quick time and compact means that the data which is stored in DBMS covers very less space in computer's memory.

In above definition the phrase "related data" is used which means that the data which is stored in DBMS is about some particular topic.

A DBMS is a set of computer programs that controls the creation, maintenance, and the use of a database.

DBMS packages are designed to provide end users with quick, easy access to information stored in database.

On the whole, DBMS is a system software package that helps the use of integrated collection of data records and files known as databases.

Inverted Database & Relational Database

Inverted Database

Suited for direct marketing applications because it has speed and flexibility to respond to unanticipated questions

Easy to add new elements to an inverted database as and when updated information is acquired

Relational Database

A relational database matches data by using common characteristics found within the data set

Examples are Databases like Oracle, SQL Server, and Microsoft Access

E.g., A data set containing all the real-estate transactions in a town can be grouped by the year the transaction occurred; or it can be grouped by the sale price of the transaction; or it can be grouped by the buyer's last name; etc

Flexible because users can create queries to extract information from these tables and recombine it

 

Hierarchical Database

In a hierarchical database, records contain groups of parent/child relationships, similar to a tree structure.

Example : Under a customers name (parent) would be stored the child; description of their last purchase and the date, a child under that would be the individual items purchased, the cost per item and a description of the item, and another child under that would be the items manufacturers name. 

Database Based on Nature of Underlying Marketing Activity

Active Marketing Database

To develop strategic marketing plans

 After marketing plan are executed, the results are used to update the database

 The updated database can then be used to help marketers adjust or redesign the strategic marketing plan

TYPE OF DATABASE

1.CUSTOMER DATABASE

~ Core of any Marketing Database

~ Data from active customers - help marketers learn what has been done well in the past and,

~ Inactive customers  - help to identify what needs to be improved

~ For inactive customers – how long been inactive? How much did they spend, why are they

                                               inactive.   

~ Customer database – use for

~ Identifying and profiling the best customers and communicate with them

~ Example, e-mail marketing, discount offers, newsletter, cross-selling

~ Basic information: name, address, postcode, and telephone number

~ Demographic information: age, gender, marital status, education, number of people in 

                                                 household, income

~ Psychographic information: values, activities, interests, preference

~ Transaction history: frequency of purchase, amount of spending

2.PROSPECT DATABASE

~ Non-customers that have profiles that are similar to the profiles of existing customers

~ Segment them and position the differentiated product to their specific needs – 

~ How? Example, analyze which channel, they prefer to receive info

~ Why? By doing this, marketers can effectively utilize advertising media to achieve a high 

                response rate

 

3.CLUSTER DATABASE

Clusters defined based on geographic reference groups(postcode), affinity groups (club, association), etc

 Depending on the membership of prospective customers to specific clusters, firms can customize their marketing communications to increase the efficiency of marketing efforts

4.ENHANCEMENT DATABASE

Used to transfer additional information on customers and prospects

Enhancements may include demographic and psychographic data, transaction history, changes in address, changes in income levels, etc

The InfoBaseR - Enhanced database provides the ability to append the latest demographics, socio-economic and lifestyle data to existing in-house customer database

Example, Consumer goods firm can use it to better target its advertising and marketing campaigns to increase profitability.