The document discusses data collection, data management, and market segmentation for a golf resort company. For data collection, it describes implementing incentives and training for employees to collect robust customer contact data. For data management, it involves cleaning databases and creating an interface between systems. For market segmentation, it plans to survey customers to understand behaviors and needs to group them into useful segments.

1. Report based on STAR Model
Situation
Task
Action
Result
Data Collection
Database Management
Market Segmentation

2. Data Collection
Situation:
 Situation: Raw data collected over the years, result of a haphazard manner of
collecting data over the years, impacted NAVIS health, made no relation between
TEG & NAVIS as per DATA coordination, no possibility of using the data of our
customers for any substantial profit.
 Lack of training of our employees or employees not told the right way of
collecting data when NAVIS and TEG came into work.
 No reward system for allowing us to track our customer’s data collection habits

3. Data Collection
Task:
 Parameter: A customer should have at least two modes of contact. Precisely phone
number and email address!
 Well here, involving perks, incentives or gift coupons for data collectors and also
our customers shall ease the process of collecting the required data or even more.
 Modulated opening lines and tone need to be worked on when talking to our
customers.

4. Data Collection
Action:
 Timeout after one minute and making it mandatory for each user to login under
their name
 Allows us to report on each user how good of a job they are doing collecting
contact data
 Incentivizing employees
 Report making by every employee on each golf course where pro-shop is.
 The report shall entail at least two modes of contact of our customers at
booking, precisely their phone number and email address.
 Every manager at the pro shops will be responsible for employees under him
for specific collection of data
 Periodic meetings of these managers with Jon and Bill shall acknowledge the
data collection report before the data is uploaded in NAVIS for marketing and
branding purposes

5. Data Collection
Action contd. (Data Capture Report Example)
07/28/2015 David Yskes (231) 679-6121 Ext. 07/28/2015
Male
07/28/2015 Mary Straley 07/28/2015
straleymary@gmail.com Male 34110
07/28/2015 Elizabeth Johnston (260) 625-3246 Ext. 07/28/2015
Male 46814
07/29/2015 Wayne Sall 07/29/2015
Male
07/29/2015 Dominic ortiz (219) 688-2768 Ext. 07/29/2015
N/A
07/29/2015 Bob Vanderploeg 07/29/2015
Male
07/31/2015 David Krouse 07/31/2015
Male
07/31/2015 Klaus Wenger 07/31/2015
Male
07/31/2015 Rich Vanderslick 07/31/2015
richslik@yahoo.com (269) 330-6168 Ext. Male 49080
18 3 0 0 10 0 18 0 3
100% 16.67% 55.56% 16.67%
Names Email Phone Zip Code

6. Data Collection
Action contd.:
 Prompt users to choose a contact before running a transaction
 Allows our employees to do a better job collecting data on customer’s
behavioral data
 Implementing point system
 Incentivizes our customers to give us their info on a per transaction basis
 When a new full time employee or an intern joins in, he/she needs to be trained
keeping in mind that this data collection process is an integral part of our system
and that’s the only way.
 Perks and gift coupons for an employee should be associated with that time frame
when pro shop sales are made: this will make our employees work on inventory
sales!

7. Data Collection
Result:
 Just the good data (at least two modes of contact) in NAVIS & TEG
 More robust and accurate data on each customer
 Increases marketing capabilities by allowing us to put customers into segments
based of their behavior data
 Rounds played
 Dollars spent

8. Data Collection
Future:
 Data Collection is a part of our system, culture
 Swipe cards
 Point system/Reward Program
 Incentivizes customers to give us their info in exchange for a program that will return them points
when they spend money with us. The points will go towards a reward or prize.
 Swipe cards
 For Villa Guests
 Possibly for all customer who would like to join the reward program

9. Data Management
Situation:
 Unclean data in TEG and NAVIS
 There is no clear interface between NAVIS and TEG, making the databases
separate and unrelated entities.
 There is no clear “MASTER” database where we can find all the information
needed to create lists/segments.

10. Data Management
Task:
 Maintaining clean data that is useful for our marketing and branding tasks.
 The data collection procedure needs to be in a specific clean format. This will
ensure proper import and export of data to and from TEG to and from NAVIS.
 Creating an interface between TEG and NAVIS to insure we do not miss any data
and that all customer data can be found in one location (NAVIS).

11. Data Management
Action:
 Removing bad data from TEG and NAVIS
 NAVIS cost approx. $625 and TEG cost approx. $300
 Clean data before importing based on the cleaning policy (each contact must have
at least 2 modes of contact)
 Importing and Exporting data on monthly basis from TEG to NAVIS and NAVIS
to TEG
 Once in NAVIS, we can create lists based off the behavioral data
 Example
If rounds played is between 6 and 10
And if $ spent on golf is between $400 and $700
And if Gender = Male
And if location is within 40 miles

12. Data Management
Result:
 Clean databases which share the same information
 When we’ll have data as good as aspired, we can think of possible opportunities to
make as much revenue as possible.
 There are multiple ways to reach out to our customers for marketing and branding
purposes when we have their information on us. This will be a boost for the new
golf course coming up!

13. Data Management
Future:
 Automatic Import and Export between databases: no manual interchange/transfer
of data required!

14. Market Segmentation
Situation:
 We don’t know our customers well enough. We need to know their behavior
patterns, their functional and emotional needs, what they want from a golf resort
and why they want it.
 We don’t have enough data on our customers to begin, so we are unable to put
them into segments.
 We currently, ‘blast’ our customers without a sense of purpose or target

15. Market Segmentation
Task:
 We should be able to have a one on one personal connection with each of our
customers
 We need to retain our customers
 We need to build a new customer base
 Understand our most important customers, how much they spend and what they
want from a golf resort.

16. Market Segmentation
Action:
 We are working with Jeff on market segmentation, brand architecture and
marketing of our six golf courses.
 Implement a survey that collects the data based on our expectations and desired
outcomes.
 First survey is to collect personal details on our customers and put our customers
in our designed demographics.
 Asks specific questions based on the demographic profiles that we have created.
 We will run tests to groups of 100 before sending out to the entire database
 Second survey is to understand the functional and emotional needs of our
customers deeper and get to know the ranges of the properties exhibited by them.
 Survey will ask more specific questions that help us understand our demographics on a deeper
level.

17. Market Segmentation
Result:
 We will know:
 Top two or three segments responsible for maximum revenues
 We get a full understanding of the personnel details (age, income, gender, etc.) of our
demographics.
 Needs and wants of demographics
 Customer expectations
 We will be able to use these segments going forward as an organization

18. Market Segmentation
Future:
 Using the information we collect on a daily basis in the pro shops, villa office and
restaurant to place people into segments.
 This will give us more flexibility and allow us to dynamically segment our customers
without them filling out a survey or questionnaire.
 Automatically send out survey to new customers and periodically collecting the
answers to keep our segments up to date and dynamic as possible.