ITM 100 Lecture Notes - Lecture 10: Monster.Com, Diapers.Com, Data Mining

• School: Ryerson University
• Department: Information Technology Management
• Course: ITM 100
• Professor: Debashish Roy

Document Summary

Keepi(cid:374)g (cid:272)usto(cid:373)er data i(cid:374) the (cid:272)o(cid:373)pa(cid:374)y"s data(cid:271)ase is a lot like hu(cid:373)a(cid:374)s (cid:373)eeti(cid:374)g other humans. Their relationship cannot progress until one of them remembers who the other is, what their name is, what they like or dislike. Similarly, for effective customer relationship and satisfaction, marketing and customer service, a company needs to know who its customers are. The customer database not only tells a company about its buyers, but also about details like their address, marital status, occupation and their history of purchase. When the company knows who their targeted audience is, they know whom to market their products to. Forbes, for instance, now deals with its readers on a personal level, after switching over to analyzing their database, as it considers its readers individually and no longer has to make predictions based on an average reader"s preference. Monster. com, before using their customer database would have to send out very general emails to companies, explain its purpose.