Transcript Projekt Überbli

Intenational Marketing
1999/2000 Programme
Projekt: Aufbau Einer Marketing Datenbank
Geography of Kenya
Total Area: 582,650 sq km (362,119 sq mi)
Climate: from tropical to arid
Natural Resources: Gold, limestone, soda ash, salt
barytes, rubies, fluorspar, garnets, wildlife
Population: 28,808,658 (July 1999 est.)
Capital: Nairobi
Lowest point: Indian Ocean 0m
Highest point: Mount Kenya 5,199m
James Wabara Kamau
Aufbau Einer Marketing Datenbank
Inhalt
Hintergrund
 Einführung
 Datenbank Gründsätze
 Grunde für datenbank gebrauch
 Datenbank Aufbau Verarbeitung
 Abschluss
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Projekt Hintergrund
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Wichtigkeit von effizient daten management
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Arbeit beschreibung:
– Ziel : Ein zentraliziert marketing informations
management system aufzubauen
– Aufgabe: Aufbau einer datenbank
– Ergebnis: vollständig , funktionell marketing
spezifisch datenbank
– Lösung: Informationsfluss Verbesserung für erhört
produktivität
“Eine Datenbank muss eine lösung für ein bestimmt problem versehen”
Einführung
* Eine datenbank ist eine sammlung von
information in verbinding mit ein bestimmt
thema.
* Es ist ein kräftig, fähig und flexibel
alternativ für daten management.
* Es gibt im grunde zwei datenbank arte :
Flat-file datenbank und Relational
datenbank.
* Dieses papier konzentrieren sich auf
Relational Datenbank Management System
* Technisch und software details sind In
dieses thema nicht behandelt
“zeit +zeit= geld”
“zeit+information=viel geld”
Grunde für datenbank gebrauch
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Informationsquelle
Besser informationsfluss und austauch
Daten zentralizierung
Mehr produktivität
Leicht daten aktualisierung
EDV Integrierung (Intranet/Internet)
Daten management
“Einer datenbank ist ein kräftig, fähig und flexibel
alternativ”
Datenbank Gründsätze

Vorberaitung : Was muss gemacht
werden?
– Beratung
– Zeit management
– subjekt kenntnis

Klarheit
 Benutzerfreundlichkeit
 Pflege
“Es gibt im grunde zwei datenbank arte : Flat-file und
Relational database management system”
Datenbank Aufbau Verarbeitung
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Problem/Ziel Definition
Überprüfung existierender
Datenbanken
Inhalte schaffung und Struktur
Entwicklung
Zugänglichkeit und Sicherheit
Implementierung
“ Ein grund für schlecht datenbanken ist
technisch komplikations”
Problem/Ziel Definition

“Der hauptgrund von diese aufgabe ist
marketing information zu zentralizieren,
ordnen und pflegen”
– Es gibt keine zentral informationsquelle
– Informationen und mitarbeiter sind verstreut
– Kommunikation mitteln sind nicht optimiert
geworden
– Es gibt verschiedene bereichen und aufgaben
in die abteilung
“Schlecht informationsfluss ist ein grund für niedriger produktivität”
Verbande
Zuliefern
Haupniederlassung
Woher
Mitarbeiter
Vertragshandler
Sontige
Wofür
Konkurrenz
Regierung
Wohin
Medien
Beratung
Internet
Vertreter
Filiale
Für Wem
Kunden
Überprüfung Existierender
Datanbanken
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Die Basis für neu datenbank ist die
verschidene informationen in die firma
oder abteilungen.
Beispiel:
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Brochüre
Bestellung formular
Verkaufs vertrag
Produkt beschreibung
Kosten anschlag
Kundendienst formular
Kunden liste
Andere datenbanken
Inhalte Schaffung und
Struktur Entwerfung
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Daten identifizieren und definieren
Daten analyzieren
Formuläre und texte vorbereiten
Logik daten gruppe organizieren
Struktur entwerfen
Daten in struktur anpassen
“ Ein funktionell datenbank muss ausgleichen
zwichen die daten und die struktur sein ”
Daten Gruppen Und Struktur
Getfast Enterprises
Marketing Intelligence
Intern
Information
Newsroom
Extern
Information
Verwaltung
Marketing Politik
PR
Industrie
Produkte
Markte
Markte
Regulierung
Kundendienst
Produkte
Standardisierung
Verkaufs Kontrolle
Training
Auskunft
Kunden
Konkurrenz
Getfast Enterprise
Marketing Abteilung
* Newsroom
 * Extern Information
 * Intern Information
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Document Fassen
Getfast Enterprise
Marketing Abteilung
Newsroom
Internal Information
- Auskunft
- Marketing
- Produkte
- Training
External Information
- Markte
- Regulierung
- Kunden
- Konkurrenz
Zuruck
Titel
Document Redigieren
Herkunft
Datum
Document Fassen
Getfast Enterprise
Marketing Abteilung
Extern Information
Markte
Regulierung
Kunden
Konkurrenz
Zuruck
Herkunft
Document Titel
Document Redigieren
Verfasser/in
Datum
Document Fassen
Getfast Enterprise
Marketing Abteilung
Intern Information
Verwaltung
Marketing Politik
Kundendienst
Produkte
Verkaufs
Vergleich Daten
PR
Zuruck
Herkunft
Docunent Redigieren
Document Titel
Begriff: [ ]
Thema: [ ]
Name: [ ]
Datum: [ ]
[]
Verfasser/in
Datum
Implementierung
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Zugänglichkeit
– Endverbraucher informieren und Lehren
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Sicherheit
– Zugang kontrolle liste machen
– Zugang stufen bestimmen:
1. Manager
2. Designer
3. Editor
4. Author
5. Reader
6. Depositor
7. No Access
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Implementierung
– Software programme auswahlen
– Datenbank Implementieren und prufen
Abschluss
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Der designer muss am ende
situation analyse machen:
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Haben sie das problem und ziel
angesprecht ?
Kann alle verbraucher mit der datenbank
arbeiten ?
Haben sie an die zukunfts datenbank
erweiterung und pflege gedacht ?
Passt die lösung zu laufend technologie
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und firma mitteln ?
Alle ja !
Alle nein ?
Hinweis
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Software Auswahl:
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Lotus Notes
Lotus Approach
MS Access
MS SQL Server
FileMaker Pro
Paradox
Anerkennung
* Ashenfelter, John Paul, Designing Good Databases,
March 26, 1999
* Brown, Luanne, On The Road To Good Database Design.
July 16, 1996
* Cluts, Nancy, Geek Speak Decoded No.6: Databases 101
January 13 1999
* Sol, Selena, Good Database Design. August 16, 1998
* About.com
* Database Central.com
* MSDN.com
* VWDL.com
Creating A Marketing Database
Contents
1.0 Background
2.0 Introduction
3.0 Database Basics
3.1 Preparation
3.2 Database Types and Applications
3.3 Choosing Between Flat-File and Relational Database
4.0 Process Of Database Creation
4.1 Problem or Objective Definition
4.2 Researching Current Databases
4.3 Designing The Data Structures
4.4 Implementing Rules and Constraints
4.5 Creating Forms and Documents
4.6 Implementing the Design in Software
5.0 Conclusions
1.0
Background
We are living in the information age. Good information handling has become just as important as good product
design as well as marketing. The importance of information in the mordern organisation and how it is handled is
confirmed by the creation of information technology departments.
In this information superhighway, it is very easy to be either crushed by too much information or left behind with
too little. In International business setting where companies operate across borders, if a system is not put in place
to manage information flow, several things can happen, including loss of information as well as information
falling in the "wrong" hands. While there are various ways in which information can be handled, a database is by
far the most effective way availabe for storage, retrieval, update and security of information.
2.1
Introduction
A database is an information management system, but more importantly, a database is a collection of information
related to a specific subject or purpose. This information is maintained in one or more tables or pages. A database
is the most powerful, efficient and flexible way to manage and store information to a related purpose. It makes it
easier to manage related information, especially large amounts of information.
Some of the database programmes in use today are,: MS Access, MS SQL Server, Lotus Notes, Approach and
Paradox.
1.0
1.1
Database Basics
Preparation
Like anything else we have to do, a database also requires good preparation. We have to define the extent of our project,
remembering that information has to be related to a certain purpose. This paper focuses on a marketing oriented database. Once it
is clear what the focus is, then it is important to consider several guidelines before going too far in the database design process
which include:
-Clarity
-User friendliness
-Interactivity
-Accessibility
-Security
-Maintainance
1.2
Database Types and Applications
There are basically two types of databases:
)Flat-File
)Relational Database Management System
Databases can be put to different uses, In a marketing department this may include:
-Department Details
-Sales Control
-Products Details
-Customer Details
-Competitor Details
-Agents and Distributors Details
-Training
-Marketing Policies
-Industry Matters
-Administration
1.1
Choosing Between Flat file and Relational
Databases
Use a spreadsheet if:
-You want to use what-if-scenarios
-You need to track a simple list of data
-You want to easily chart or graph your data
-You want to automatically compute a list of values
Use a database if:
-The information is related to a larger subject area
-You want to maintain records for ongoing use
-The information is subject to change
As a general rule of thump, to maintain or store data, use a database. To analyse data use a
spreadsheet. In most cases a combination of both a database to maintain your business records and
a spreadsheet to run selected information is what works best.
1.0
Process of database Creation
A good database creation process consists of the following steps:
1.1 Problem or Objective definition
The most important step in database design is the first one, defining the problem the database will
address.Important is also to make a distinction between:
(i)Technical requirements for the data management and
(ii)What information should be stored and how it should be arranged
The first step in database design is to clearly delienate the nature of the data that needs to be stored,
not the questions that will be asked to turn it into a manageable state.In otherwords, the technical
details should not get into the way of a good database design.
It should be clear that the purpose of a database is to provide the appropriate information to answer questions and so the
above statement may sound contradictory at first, however, the problem with designing databases to answer specific or
targeted questions is that invariably questions are :
(i) Left out
(ii) Change over time
(iii) Become superseded by other questions
Once this happens, a database designed solely to answer the original questions becomes useless. In contrast, if the
database is designed by collecting all of the information that an individual organization uses to address a particular
problem or objective, the information to answer any question involving that
problem or objective can theoretically be addressed
.
4.2 Researching Current Databases
In most Database design design situations, there is some sort of database already in existence. Examples include:
-Order forms
-Spreadsheets of sales data
-A word processor file of names and addresses or
-A full-fledged digital database, perhaps in an outdated software package, a manual database, or a
current one being used by a different department.
Non of these should be overlooked, because, regardless of it´s format, it provides one essential piece of
information: The data that the organization currently finds useful. This is an excellent starting point for
determining the essential data structure of the database. The existing database information can also provide the
nucleus for the content of the new database.
4.3 Designing the data structures
A new database can be created in three ways:
-Base a database on a template
-Copy an existing database
-Create a database from scratch
A database is essentially a collection of data tables or forms, so the next step in the design process is to identify
and describe those data structures. Each table or page should represent some distinct subject , so it is adviseable
to simply analyze the data relevant to the purpose of the database, then arrive at a list of tables or forms. It is
better to objectively analyze the actual information that you have identified as essential in your research and see
what logical groupings arise.
Advanced planning makes it easier to implement the database in the software at a later time. This may include
examining data you have collected to make sure that the data always fits the model you are constructing. It is
much easier to fix that now than to wait until the database is being rolled out.
4.4
Implementing rules and constraints
Almost all databases have methods to control access and user rights. Below is a list of access levels from
highest to lowest. It is a lotus notes control list, but gives an indication of how a standard database access
control list (ACL) would look like.
(i)Manager
Users with manager access can modify ACL settings; encrypt a database for local security,
modify replication settings, and delete a database. These tasks are not permitted by any
other access level
(ii)Designer
Users with designer access can modify all database design elements like fields, forms,
views, can modify replication formulars and can create a full text index. Designers can
also perform all tasks allowed by other access levels.
(iii)Editor
Users assigned editor access can create documents and edit all documents, including those
created by others.
(iv)Author
Users assigned author access can create documents and edit all documents and
edit documents they create
(v)Reader
Users assigned reader access can read documents in a database but cannot
create or edit documents
(vi) Depositor
Users with depositor access can create documents but cannot see any documents in the
database views, even the documents they create
(vii) No Access
Users assigned No Access cannot access the database
4.4
Creating forms and documents
Now that the database design is essentially complete, the next step is to create forms which
will turn the data into useful information in the form of documents, tables or a combination of
both. A good form usually has the following:
)Fields
)Layout region
)Text
)Graphics
)Tables
)Attachments
)Links
4.4
Implementing the design in software
All work to this point has been accomplished without worrying about the details of the program being
used to produce the database. In fact, the design should only exist as diagrams and notes on paper. This is
important at a later point when you or someone else needs to update the database
1.0
Conclusion
As you venture into the database world it would help to ensure that you create a well-designed
appropriately functioning content rich database, which not only yourself but all other users will
enjoy using. This will be easier if you remember a few important points:
(i)Establish a goos working relationship with the end users by really listening to them
and clearly communication your understanding of their needs
(ii)Remember to educate the end users. No use of having a database that no one can
really operate
(iii)Make sure you optimize your design concepts based on today´s technological
limitations, but remember they can change tomorrow. Keep an eye on future
developments so you and your organisation won´t be hurt by today´s design decisions
(iv)Have your basic design set and solve all your design problems before moving moving
to the implementation stage
(v)Remain flexible, remembering that you are not designing a database only for personal
use, keep other user in mind
(vi)Choose the solutions that are best and most cost-effective for your company
(vii)Don´t forget to be realistic about the time and effort your company can put into
maintaining the database