Transcript 2.04 - Wsfcs

2.04
Information Gathering
Sources of Internal Sport/Event Records
Tickets sold
Merchandise sold
Invoices
Purchase orders
Technology

Data Mining From Technology
• Clickstream data:provide information about
what web sites are accessed, thereby
telling e-marketers what advertisements
viewers have seen via cookies
• Direct delivery: writing viewers' own
Internet service provider systems, which
require knowledge of multiple computer
language systems
• Text Files: use of word-processing
programs and are stored on computer
networks, hard drives, and/or software
• Internet Service Providers (ISP): enables
visitors to access the World Wide Web
directory or to use a search engine to find
company information.
Pros/Cons of Internal Source Data
Pros
•No cost
•Easily available
•Relevant
Cons
•Limited scope
Secondary Data

statistical material which is not
originated an entity but obtained from
another organization's records
Reasons to Use External Data
Obtain greater breadth of
information
Answers questions internal data
may not
 Industry
 Competition
 Market

Sources of External data
Government sources
Journals/periodicals
Commercial data
Demographic reports
