The document discusses key concepts related to data, information, databases, and information management. It defines important terminologies and describes the typical components of a database system and database management system. It then outlines the six main activities that comprise the continuous cycle of information management: identification of information needs, acquisition and creation of information, analysis and interpretation of information, organization and storage of information, information access and dissemination, and information use. Additionally, it provides facts about the massive growth of data and outlines common methods for data collection.

2. Terminologies:
Data – Known facts that can be recorded and have implicit meaning.
Information – Facts provided or learned about something or someone.
Database – A collection of related data.
Database Systems – Composed of 5 major parts: Hardware, Software, People,
Procedures, and Data.
Database Management System – Collection of components that support data
acquisition, dissemination, storage, maintenance,
retrieval, and formatting.
Information management - is the management of organizational processes and
systems that acquire, create, organize, distribute, and
use information. According to a process view of
information management.

3. IM is a continuous cycle of six closely related
activities:
identification of information needs;
acquisition and creation of information;
analysis and interpretation of information;
organization and storage of information;
information access and dissemination;
information use

4. Facts about data
Data is growing faster than ever before
and by the year 2020, about 1.7
megabytes of new information will be
created every second for every human
being on the planet. By then, our
accumulated digital universe
of data will grow from 4.4 zettabytes
today to around 44 zettabytes, or 44
trillion gigabytes.

5. Data collection is the process of gathering and
measuring information on variables of interest, in
an established systematic fashion that enables one
to answer stated research questions, test
hypotheses, and evaluate outcomes.
There are 5 common data collection
methods:
1. closed-ended surveys and quizzes,
2.open-ended surveys and questionnaires,
3.1-on-1 interviews,
4.focus groups
5.direct observation.

6. Why do we need to
collect data?

7. 10 Reasons You Need to Collect Data
Reason #1: Get a tangible return
Brand awareness is important. That said, you spend a lot of money on hiring brand
ambassadors, giving away free products, and creating activations and experiences for
consumers—so you need to have a real return on investment that you can track,
understand, and measure. Collecting consumer data provides a return on your
investment.
Reason #2: Increase engagement
Whenever you’re collecting information, your brand ambassadors are interacting with
and have more one-on-one face time with consumers. This increases the chances that
consumers will spend more time engaging with your brand ambassadors, providing
their information, and gives your brand ambassadors more opportunities to have
conversations with them.
Reason #3: Grow your database
Every single person who comes to your event is a marketing opportunity for your
brand, and the only way you’ll be able to market to them in the future is to capture
their data and add their information to your database. Even if you just collect their
name and email address, you’ll be able to send them emails, offers, and invite them to
future brand activations.

8. Reason #4: Improve your product
Brands are always searching for consumer insights, which are extremely difficult to
get. Experiential marketing activations are a perfect way to get that valuable
feedback on your products. Add more form fields, asking consumers how they liked
the product, if they would recommend your activation to a friend, and why they do
or don't use your product. Based on your consumer feedback, your R&D team can
then work to improve on those elements.
Reason #5: Gain consumer feedback
We discussed obtaining consumer feedback on your products above, but product
feedback isn’t the only valuable insights you can gain. You can get feedback about the
activation itself, what is the consumer’s opinion of your company, and what’s their
buyer persona? What demographics are they coming from, and how can you change
their perception of your brand?
Reason #6: Understand your audience
Understanding your audience is critical so you’ll know who you’re marketing to, and
who is attending your activations. Collecting data will help you determine audience
demographics, age groups, interests, and their knowledge of your brand. Adding in a
few simple form fields asking questions about the audience are extremely crucial.

9. Reason #7: Drive future marketing strategy
The information you collect from your activations allows you to progressively profile
consumers each time they attend one of your activations. You can then build your
marketing strategy around the data you collect to help your marketing team know
what they need to do to convert these consumers into qualified leads.
Reason #8: Qualify leads
Plain and simple, the more information you can collect, the more you can use the
information to determine if someone fits your buyer persona, and if they’ll make a
purchase. The more information you can gather, the more you can focus on the best
leads to target.
Reason #9: Close more sales
The more you know about each person who comes to your activation, the better your
sales team can pinpoint what they need to say, and what they need to do to close a
sale.
Reason #10: Prove and improve ROI
The more information you can gather about your activation, the more you’ll be able to
create a deep analysis of your return on investment and obtain metrics on the people
who attend and how your CSRs are performing, whether you're looking at event versus
event, or your year-over-year results.