Marketing data base e bussines dan study case

1. Chapter 5
Using marketing databases in e-
Business
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2. THE ROLE OF THE MARKETING DATABASE
•A database is a comprehensive collection of interrelated data that can be
accurately manipulated or retrieved.
•A marketing database focuses on customer details and their transactional or
behavioral histories.
•The marketing database benefits various elements of the marketing mix,
including broadcast or direct communications, sales promotion, PR, advertising,
market research, product development, sales force management, and motivation.
•Database Marketing should not be confused with Direct Marketing, as it is not a
medium itself but a tool to enhance performance, efficiency, and effectiveness in
marketing communications.
•The marketing database facilitates the development of a clear, actionable
understanding of customers.

3. SOURCES OF DATA
There are a variety of methods for acquiring data into the business. Some are a
function of the business processes such as completing a sale or taking an
enquiry. Others may be contrived tactics with the main objective of collecting a
particular item of data for the database. Essentially, data can be acquired from
six types of source:
(1) leveraging current business processes,
(2) tactical activity,
(3) purchase lists,
(4) marketing partners,
(5) enhancement from external sources,
(6) business information vendors.

4. Leveraging current business processes
• Sales
• Web site registrations
• Enquiries/help line.
• Complaints.
• Redemptions
• Marketing research and surveys
Accounts.
• Third parties and marketing partners
• Branches and channels
• Servicing.

5. The ethics environment for
e-Business

6. THE CONCEPT OF BUSINESS ETHICS
Ethics is about understanding right and wrong. Business ethics is an increasingly
acknowledged part of business life, and this is no less true for e-Business. This
chapter introduces the concept of business ethics and looks particularly at how
they relate to e-Business. It will discuss the extent to which ethical e-Business
issues are distinctive, how they result in particularly challenging dilemmas
because of the need to rely on computers and evolving debates about ethics in
cyberspace

7. Are there distinct ethical issues in e-
Business?
the ethical considerations associated with e-Business, such
as promoting inclusivity, enhancing market openness, and
addressing freedom of speech concerns. It acknowledges
the challenges in regulating online content and identifies the
need to address emerging ethical issues specific to the
digital realm.

8. ETHICS IN CYBERSPACE
Hamelink (2000: 9) defines cyberspace as comprising all
forms of computermediated communication which take place
in a ‘geographically unlimited, non-physical space, in which –
independent of time, distance and location – transactions
take place between people, between computers and
between people and computers’. In the workplace, common
journeys into cyberspace would include sending an e-mail,
looking at a Web site, using a search engine and making
bookings or purchases over the Internet.

9. THE DIGITAL DIVIDE
In fact, at a local as well as a global level, access to the
Internet is far from universal. In 1999 it was estimated that
170 million people had Internet access. This is a minute 4
per cent of the world’s population. The figure is more
meaningful still when it is considered that over 80 per cent of
those with Internet access are in North America and Europe
(Hamelink 2000: 81). So, rather than being a social leveller,
the Internet is yet another divide between rich and poor, the
haves and have-nots, the networked and the non-networked.

10. ENCRYPTION AND PRIVACY RIGHTS
acknowledges the public's concerns about data security and privacy in e-
commerce. It highlights the need for protective measures, such as
encryption, to safeguard data during transmission. However, it also
recognizes the persistent threats posed by hackers and the difficulty of
achieving complete security. The tension between privacy rights and
governmental interests is also a significant aspect discussed in the
context of encryption..

11. e-Business and the
law
7
DAVE WADSWORTH

12. OUR
COMPANY
the importance of businesses operating
within the legal framework and highlights
the distinctions between criminal and
civil law. It discusses the potential for
criminal activities and data insecurity in
e-Business while noting the role of civil
law in resolving disputes and protecting
rights in areas such as contracts and
intellectual property.

13. GLOBALIZATION, JURISDICTION AND ENFORCEMENT
the complexities of applying legal regulations in an internet-
driven world where jurisdictional boundaries are blurred. It
discusses the challenges of defining applicable laws,
enforcing judgments, and establishing effective governance
models in the global context of e-commerce and the World
Wide Web.

14. Study kasus
This case study examines the role of Microsoft in
shaping the future of artificial intelligence (AI). It
explores Microsoft's initiatives, strategies, and
investments in AI technologies, as well as the
company's impact on various sectors and society
as a whole. The study analyzes Microsoft's AI-
driven products and services, its partnerships and
collaborations, ethical considerations, and the
challenges it faces in the rapidly evolving AI
landscape. Through this case study, readers will
gain insights into Microsoft's approach to AI, its
implications for the future, and the potential
benefits and risks associated with the company's
AI advancements.
Judul jurnal : Microsoft and the
Future of AI (2018)
Joe Lawless University of
Washington –
Tacoma Campus, jlawless@uw.edu

15. Terima kasih
03
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