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Intenational Marketing 1999/2000 Programme Projekt: Aufbau Einer Marketing Datenbank Geography of Kenya Total Area: 582,650 sq km (362,119 sq mi) Climate: from tropical to arid Natural Resources: Gold, limestone, soda ash, salt barytes, rubies, fluorspar, garnets, wildlife Population: 28,808,658 (July 1999 est.) Capital: Nairobi Lowest point: Indian Ocean 0m Highest point: Mount Kenya 5,199m James Wabara Kamau Aufbau Einer Marketing Datenbank Inhalt Hintergrund Einführung Datenbank Gründsätze Grunde für datenbank gebrauch Datenbank Aufbau Verarbeitung Abschluss Projekt Hintergrund Wichtigkeit von effizient daten management Arbeit beschreibung: – Ziel : Ein zentraliziert marketing informations management system aufzubauen – Aufgabe: Aufbau einer datenbank – Ergebnis: vollständig , funktionell marketing spezifisch datenbank – Lösung: Informationsfluss Verbesserung für erhört produktivität “Eine Datenbank muss eine lösung für ein bestimmt problem versehen” Einführung * Eine datenbank ist eine sammlung von information in verbinding mit ein bestimmt thema. * Es ist ein kräftig, fähig und flexibel alternativ für daten management. * Es gibt im grunde zwei datenbank arte : Flat-file datenbank und Relational datenbank. * Dieses papier konzentrieren sich auf Relational Datenbank Management System * Technisch und software details sind In dieses thema nicht behandelt “zeit +zeit= geld” “zeit+information=viel geld” Grunde für datenbank gebrauch Informationsquelle Besser informationsfluss und austauch Daten zentralizierung Mehr produktivität Leicht daten aktualisierung EDV Integrierung (Intranet/Internet) Daten management “Einer datenbank ist ein kräftig, fähig und flexibel alternativ” Datenbank Gründsätze Vorberaitung : Was muss gemacht werden? – Beratung – Zeit management – subjekt kenntnis Klarheit Benutzerfreundlichkeit Pflege “Es gibt im grunde zwei datenbank arte : Flat-file und Relational database management system” Datenbank Aufbau Verarbeitung Problem/Ziel Definition Überprüfung existierender Datenbanken Inhalte schaffung und Struktur Entwicklung Zugänglichkeit und Sicherheit Implementierung “ Ein grund für schlecht datenbanken ist technisch komplikations” Problem/Ziel Definition “Der hauptgrund von diese aufgabe ist marketing information zu zentralizieren, ordnen und pflegen” – Es gibt keine zentral informationsquelle – Informationen und mitarbeiter sind verstreut – Kommunikation mitteln sind nicht optimiert geworden – Es gibt verschiedene bereichen und aufgaben in die abteilung “Schlecht informationsfluss ist ein grund für niedriger produktivität” Verbande Zuliefern Haupniederlassung Woher Mitarbeiter Vertragshandler Sontige Wofür Konkurrenz Regierung Wohin Medien Beratung Internet Vertreter Filiale Für Wem Kunden Überprüfung Existierender Datanbanken Die Basis für neu datenbank ist die verschidene informationen in die firma oder abteilungen. Beispiel: – – – – – – – – Brochüre Bestellung formular Verkaufs vertrag Produkt beschreibung Kosten anschlag Kundendienst formular Kunden liste Andere datenbanken Inhalte Schaffung und Struktur Entwerfung Daten identifizieren und definieren Daten analyzieren Formuläre und texte vorbereiten Logik daten gruppe organizieren Struktur entwerfen Daten in struktur anpassen “ Ein funktionell datenbank muss ausgleichen zwichen die daten und die struktur sein ” Daten Gruppen Und Struktur Getfast Enterprises Marketing Intelligence Intern Information Newsroom Extern Information Verwaltung Marketing Politik PR Industrie Produkte Markte Markte Regulierung Kundendienst Produkte Standardisierung Verkaufs Kontrolle Training Auskunft Kunden Konkurrenz Getfast Enterprise Marketing Abteilung * Newsroom * Extern Information * Intern Information Document Fassen Getfast Enterprise Marketing Abteilung Newsroom Internal Information - Auskunft - Marketing - Produkte - Training External Information - Markte - Regulierung - Kunden - Konkurrenz Zuruck Titel Document Redigieren Herkunft Datum Document Fassen Getfast Enterprise Marketing Abteilung Extern Information Markte Regulierung Kunden Konkurrenz Zuruck Herkunft Document Titel Document Redigieren Verfasser/in Datum Document Fassen Getfast Enterprise Marketing Abteilung Intern Information Verwaltung Marketing Politik Kundendienst Produkte Verkaufs Vergleich Daten PR Zuruck Herkunft Docunent Redigieren Document Titel Begriff: [ ] Thema: [ ] Name: [ ] Datum: [ ] [] Verfasser/in Datum Implementierung Zugänglichkeit – Endverbraucher informieren und Lehren Sicherheit – Zugang kontrolle liste machen – Zugang stufen bestimmen: 1. Manager 2. Designer 3. Editor 4. Author 5. Reader 6. Depositor 7. No Access Implementierung – Software programme auswahlen – Datenbank Implementieren und prufen Abschluss Der designer muss am ende situation analyse machen: Haben sie das problem und ziel angesprecht ? Kann alle verbraucher mit der datenbank arbeiten ? Haben sie an die zukunfts datenbank erweiterung und pflege gedacht ? Passt die lösung zu laufend technologie und firma mitteln ? Alle ja ! Alle nein ? Hinweis Software Auswahl: – – – – – – Lotus Notes Lotus Approach MS Access MS SQL Server FileMaker Pro Paradox Anerkennung * Ashenfelter, John Paul, Designing Good Databases, March 26, 1999 * Brown, Luanne, On The Road To Good Database Design. July 16, 1996 * Cluts, Nancy, Geek Speak Decoded No.6: Databases 101 January 13 1999 * Sol, Selena, Good Database Design. August 16, 1998 * About.com * Database Central.com * MSDN.com * VWDL.com Creating A Marketing Database Contents 1.0 Background 2.0 Introduction 3.0 Database Basics 3.1 Preparation 3.2 Database Types and Applications 3.3 Choosing Between Flat-File and Relational Database 4.0 Process Of Database Creation 4.1 Problem or Objective Definition 4.2 Researching Current Databases 4.3 Designing The Data Structures 4.4 Implementing Rules and Constraints 4.5 Creating Forms and Documents 4.6 Implementing the Design in Software 5.0 Conclusions 1.0 Background We are living in the information age. Good information handling has become just as important as good product design as well as marketing. The importance of information in the mordern organisation and how it is handled is confirmed by the creation of information technology departments. In this information superhighway, it is very easy to be either crushed by too much information or left behind with too little. In International business setting where companies operate across borders, if a system is not put in place to manage information flow, several things can happen, including loss of information as well as information falling in the "wrong" hands. While there are various ways in which information can be handled, a database is by far the most effective way availabe for storage, retrieval, update and security of information. 2.1 Introduction A database is an information management system, but more importantly, a database is a collection of information related to a specific subject or purpose. This information is maintained in one or more tables or pages. A database is the most powerful, efficient and flexible way to manage and store information to a related purpose. It makes it easier to manage related information, especially large amounts of information. Some of the database programmes in use today are,: MS Access, MS SQL Server, Lotus Notes, Approach and Paradox. 1.0 1.1 Database Basics Preparation Like anything else we have to do, a database also requires good preparation. We have to define the extent of our project, remembering that information has to be related to a certain purpose. This paper focuses on a marketing oriented database. Once it is clear what the focus is, then it is important to consider several guidelines before going too far in the database design process which include: -Clarity -User friendliness -Interactivity -Accessibility -Security -Maintainance 1.2 Database Types and Applications There are basically two types of databases: )Flat-File )Relational Database Management System Databases can be put to different uses, In a marketing department this may include: -Department Details -Sales Control -Products Details -Customer Details -Competitor Details -Agents and Distributors Details -Training -Marketing Policies -Industry Matters -Administration 1.1 Choosing Between Flat file and Relational Databases Use a spreadsheet if: -You want to use what-if-scenarios -You need to track a simple list of data -You want to easily chart or graph your data -You want to automatically compute a list of values Use a database if: -The information is related to a larger subject area -You want to maintain records for ongoing use -The information is subject to change As a general rule of thump, to maintain or store data, use a database. To analyse data use a spreadsheet. In most cases a combination of both a database to maintain your business records and a spreadsheet to run selected information is what works best. 1.0 Process of database Creation A good database creation process consists of the following steps: 1.1 Problem or Objective definition The most important step in database design is the first one, defining the problem the database will address.Important is also to make a distinction between: (i)Technical requirements for the data management and (ii)What information should be stored and how it should be arranged The first step in database design is to clearly delienate the nature of the data that needs to be stored, not the questions that will be asked to turn it into a manageable state.In otherwords, the technical details should not get into the way of a good database design. It should be clear that the purpose of a database is to provide the appropriate information to answer questions and so the above statement may sound contradictory at first, however, the problem with designing databases to answer specific or targeted questions is that invariably questions are : (i) Left out (ii) Change over time (iii) Become superseded by other questions Once this happens, a database designed solely to answer the original questions becomes useless. In contrast, if the database is designed by collecting all of the information that an individual organization uses to address a particular problem or objective, the information to answer any question involving that problem or objective can theoretically be addressed . 4.2 Researching Current Databases In most Database design design situations, there is some sort of database already in existence. Examples include: -Order forms -Spreadsheets of sales data -A word processor file of names and addresses or -A full-fledged digital database, perhaps in an outdated software package, a manual database, or a current one being used by a different department. Non of these should be overlooked, because, regardless of it´s format, it provides one essential piece of information: The data that the organization currently finds useful. This is an excellent starting point for determining the essential data structure of the database. The existing database information can also provide the nucleus for the content of the new database. 4.3 Designing the data structures A new database can be created in three ways: -Base a database on a template -Copy an existing database -Create a database from scratch A database is essentially a collection of data tables or forms, so the next step in the design process is to identify and describe those data structures. Each table or page should represent some distinct subject , so it is adviseable to simply analyze the data relevant to the purpose of the database, then arrive at a list of tables or forms. It is better to objectively analyze the actual information that you have identified as essential in your research and see what logical groupings arise. Advanced planning makes it easier to implement the database in the software at a later time. This may include examining data you have collected to make sure that the data always fits the model you are constructing. It is much easier to fix that now than to wait until the database is being rolled out. 4.4 Implementing rules and constraints Almost all databases have methods to control access and user rights. Below is a list of access levels from highest to lowest. It is a lotus notes control list, but gives an indication of how a standard database access control list (ACL) would look like. (i)Manager Users with manager access can modify ACL settings; encrypt a database for local security, modify replication settings, and delete a database. These tasks are not permitted by any other access level (ii)Designer Users with designer access can modify all database design elements like fields, forms, views, can modify replication formulars and can create a full text index. Designers can also perform all tasks allowed by other access levels. (iii)Editor Users assigned editor access can create documents and edit all documents, including those created by others. (iv)Author Users assigned author access can create documents and edit all documents and edit documents they create (v)Reader Users assigned reader access can read documents in a database but cannot create or edit documents (vi) Depositor Users with depositor access can create documents but cannot see any documents in the database views, even the documents they create (vii) No Access Users assigned No Access cannot access the database 4.4 Creating forms and documents Now that the database design is essentially complete, the next step is to create forms which will turn the data into useful information in the form of documents, tables or a combination of both. A good form usually has the following: )Fields )Layout region )Text )Graphics )Tables )Attachments )Links 4.4 Implementing the design in software All work to this point has been accomplished without worrying about the details of the program being used to produce the database. In fact, the design should only exist as diagrams and notes on paper. This is important at a later point when you or someone else needs to update the database 1.0 Conclusion As you venture into the database world it would help to ensure that you create a well-designed appropriately functioning content rich database, which not only yourself but all other users will enjoy using. This will be easier if you remember a few important points: (i)Establish a goos working relationship with the end users by really listening to them and clearly communication your understanding of their needs (ii)Remember to educate the end users. No use of having a database that no one can really operate (iii)Make sure you optimize your design concepts based on today´s technological limitations, but remember they can change tomorrow. Keep an eye on future developments so you and your organisation won´t be hurt by today´s design decisions (iv)Have your basic design set and solve all your design problems before moving moving to the implementation stage (v)Remain flexible, remembering that you are not designing a database only for personal use, keep other user in mind (vi)Choose the solutions that are best and most cost-effective for your company (vii)Don´t forget to be realistic about the time and effort your company can put into maintaining the database
