Chapter 8Chapter 8Operational Data ToolsOperational Data Tools

Amy GahrAmy Gahr

Brian RomigBrian Romig

Jodi RuddenJodi Rudden

Data Mining Can Bring Pinpoint Data Mining Can Bring Pinpoint Accuracy to SalesAccuracy to Sales

Article OverviewArticle Overview:: Data Warehouse- a central store of customer data that Data Warehouse- a central store of customer data that

can be used throughout the enterprisecan be used throughout the enterprise Data MiningData Mining Campaign ManagementCampaign Management

When these tools are implemented correctly, it shows When these tools are implemented correctly, it shows only relevant customers at certain times and provides only relevant customers at certain times and provides with up-to-date informationwith up-to-date information

Gives Companies that are online an advantageGives Companies that are online an advantage

Relationship to Chapter 8Relationship to Chapter 8

FTC Pulls Plug On $100 Million Adware BusinessFTC Pulls Plug On $100 Million Adware Business

by Gregg Keizerby Gregg Keizer Article OverviewArticle Overview EliteBar and EliteToolBarEliteBar and EliteToolBar Ohio based iwebtunes.comOhio based iwebtunes.com

Java code placed on computersJava code placed on computers FTC calls acts unfair and deceptiveFTC calls acts unfair and deceptive $90-$100 million a year$90-$100 million a year

Asked to give wrongful gains back to consumersAsked to give wrongful gains back to consumers

How Article Relates to Chapter 8….How Article Relates to Chapter 8….

Profiling For ProfitProfiling For Profit

Article OverviewArticle Overview:: Best Buy’s new strategic programBest Buy’s new strategic program

Creating customer profilesCreating customer profiles Categorizing each individual storeCategorizing each individual store Targeting typical consumer types Targeting typical consumer types

Varies from store to storeVaries from store to store Implementing new products and displaysImplementing new products and displays

Relationship to Chapter 8Relationship to Chapter 8:: TargetingTargeting Personalization and customizationPersonalization and customization Customer Relationship Management (CRM)Customer Relationship Management (CRM)