Database Management

Ardhendu Shekhar Singh

 CRM Systems
(i)data collection - done through various sources
and touch points
(ii)data warehousing – acting as a repository
and collection of data in the warehouse
(iii)information delivery - disseminating
information and helping them further in taking
better decisions

1/20/2023 CRM, SSBF (2022-24)

 THREE LEVELS OF DATA ABSTRACTION

VIEW 1 VIEW 3
VIEW 2
…………...…….

LOGICAL LEVEL (name, number (Name, Number, income,

frequency etc.)

PHYSICAL LEVEL (Location, structure,

indexing etc.)

1/20/2023
CRM, SSBF (2022-24)
 Categorization based on information
• Prospect database
• Customer database
- Basic information
- Information about demographics (age, income, sex etc)
- Psychographics (Lifestyle)
- Transaction history
-Other relevant information (like referrals, satisfaction index,
loyalty etc)
• Cluster database (common interests, attitudes, purchasing habits,
and preferences)
• Enhancement database (change of address, income, new products
bought, their transaction history, demographics, psychographics etc.)

1/20/2023
CRM, SSBF (2022-24)
 STP process
• Segmenting markets
• Targeting markets
• Positioning markets

1/20/2023
CRM, SSBF (2022-24)
 Segmentation
• Why?
• How?
• When?

1/20/2023 CRM, SSBF (2022-24)

 Characteristics of segmentation
• Identifiable
• Measurable
• Stable
• Congruity (homogeneity within group)
• Accessible
• Feasible

1/20/2023 CRM, SSBF (2022-24)

 Contd.
1. Geographic bases in which markets are divided into
geographic units.
2. Demographic bases include segmentation studies based on
age, sex, socio-economic group, family size, life cycle,
income, occupation, education, etc.
3. Psychological bases in which personality factors, attitudes,
risk, motivation, etc. are used to divide the market.
4. Psychographic bases include lifestyle, activities, interests,
opinions, needs, values and the like as market delineators.
5. Behavioural bases include brand loyalty, usage rate, benefits
sought, use occasions.

1/20/2023 CRM, SSBF (2022-24)

 Negative
• Stereotyping
• Individual
• Market condition (monopoly, mass product)

1/20/2023 CRM, SSBF (2022-24)

 Positioning

1/20/2023 CRM, SSBF (2022-24)

Categorization based on marketing activities

• Passive database
Campaign A Database Campaign B

• Active database
Database Strategic Plan Marketing
Program

Updating of Results Execution

Database

1/20/2023
CRM, SSBF (2022-24)
 Data warehouse
• Data warehouse is the central repository of data which comes
into existence due to the integration of data collected from
various online as well as offline sources of the organization.
• It includes present as well as the historical data and are
therefore used for creating trending reports which are helpful
for senior management for making annual and quarterly
comparisons.
• It supports analytical reporting of companies, queries asked
for in structured/ad-hoc way and also in its decision-making
process.
• The data are stored in a secure, reliable and are managed and
retrieved easily based on the requirements of the company.

1/20/2023
CRM, SSBF (2022-24)
 Data warehousing
• Offline data warehouse: In this stage the data warehouse is
updated further from the data received from the operational
systems (customer, sales, products) on a regular basis. This is
then it is stored in a data structure which is designed to facilitate
the reporting system.
• On time data warehouse: In this stage the data is updated for
every transaction performed on a real time basis in the source
data.
• Integrated data warehouse: In this the data coming from
different areas of business are assembled. This is done so that
they can look up for information whenever they need across any
other systems.

1/20/2023
CRM, SSBF (2022-24)
 Data warehouse tools and utilities

• Data extraction – which involves gathering the data from multiple

heterogeneous sources.
• Data cleaning – involves finding of errors and then correcting it.
This enhances the quality as well as better data mining of data.
• Data transformation – involves converting of data further from
legacy format to ware house format. This also enhances the quality
of data as well as result in better data mining.
• Data loading – involves sorting, summarizing, consolidating,
checking, integrity as well as building indices and partitions.
• Refreshing – involves updating of data from data sources to data
warehouse.
 
1/20/2023
CRM, SSBF (2022-24)
 Market Implications of Database Management

  
• Saving of time
• More accessibility
• Ability for further linking of data based on
various requirements as visualized by the
organization from time to time
• Ability to network with customers through
various campaigns

1/20/2023
CRM, SSBF (2022-24)