Today in class we looked at the website of PersonicX which is a company that has different customer segmentation tools available for other companies to purchase. The website consisted of a descriptions of different types of customer segments. There are a lot of different segments and they are divided by demographics as well as other factors. Companies could buy this information and use it to target a specific customer segments or to better understand the segment they want to target. We also discussed customer databases and how they are a list of customer names to which additional information has been added in a systematic fashion. Database enhancement is they act of taking information from a company like PersonicX and adding or overlaying that information to customer records to better describe and understand the customer. Then once the customer database has been optimized it they can be mined (the process of using statistical and mathematical techniques) to get the best kind of customer or segment information possible.

Last week our class had guest speaker Steve Topper, Marketing Director with 17 years experience in marketing technology, came to our class and spoke to us about what is a Marketing Database, and what the process is for creating a marketing database. This was my favorite speaker so far this semester. As an OMIS major I have built databases from scratch like Steve was describing, from conceptual design to fully operating database. I kind of hoped he would have gone a little more in depth about how important the conceptual designs and entity relationship diagrams(ERD) are and how much planning is actually required before the database can be built. Seeing as how this is a marketing class he just kind of touched on the topic very briefly. I also liked how much Steve emphasised the importance of "clean data" is in a database because any database is only as good as the data that is put into it.

This past week Dr. Zahay had canceled class so that the class could attend the Okner Symposium at Loyola University. I was unable to attend as a result of unforeseen circumstances, but though that I would do a little research about the Symposium to get a better grasp of what it was all about. Sy Okner, retired CEO of MarketUSA, a leading telemarketing company, provided CADMEF with a special grant to fund this annual program for college students and faculty. The information provided at this event consisted of information on current trends in the direct marketing industry including specifics on interactive marketing, telemarketing, integrated marketing, research and finding a job in the industry today. Aside from the all of the discussion and guest speakers at the Okner Symposium, I think that one of the most important aspects of the event would have been being able to network with the professionals in the field along with your pears. I think it would be nice if there were more events like this throughout the year, because just the networking opportunities alone would be worth it.

Today in class we began discussion on how organizations build databases and what kinds of information might be stored in them. Being a Operations and Information Management major, whenever discussions of how and why companies create databases I pay extra attention to the kinds of things people say. Having studied database management, I think it's interesting to hear the perspectives people in other majors or functional areas have to say about the topic. It's funny how simplified the process has become, I think people lose apparition for how complex some of these programs can be. Having studied databases from the conceptual design to writing the SQL to query the data, I have tremendous respect on how powerful a tool like this can be for an organization. As it applies to marketing, I think that databases can be very powerful tools even a source of competitive advantage. Companies that have the resources and the capabilities to fill these databases with good, clean information and be able to mine that data for useful information, have a tremendous advantage when it comes to knowing their customers.