Creating the database that provides the knowledge to reach and communicate with your target market.

1. DATABASE MARKETING
Digital Marketing Analytics

2. DIRTY DEEDS The Diaper Sensor

3. Online
Leads
Word
Of
Mouth
Engagement
Feedback Promotion
Community
Content
Press
Relations
Events
Traditional
Listening
Marketing Activity

4. Name Age State Salary Status Gender Email Prior Customer
Jones, Tom 19 NC $26,000 221 M egierji.w@email.org Yes
Dick, Moby 20 VA $21,000 512 M wdfwef.ae@aol.com Yes
Doe, Jane 20 VA $32,000 145 F ge234.ev@gmail.com Yes
May, Franny 21 CN $54,000 456 F f.may@gmail.com Yes
Spitmier, Nancy 21 CN $54,000 F f.may@gmail.com Yes
Flintstone, Fred 21 CN $54,000 123 M wdwf.sv@gmail.com Yes
Ham, Britney 21 SD $26,000 654 F uhbuh.wdc@email.com No
Washington, Doona 21 IL $30,000 6589 F rie@email.com Yes
VanWrinkle, Rip 22 TX $55,000 202 M wvow@email.com Yes
Kangaroo, Captain 23 WA $43,000 145 M sddfuiw@gmial.com Yes
Apple, Tom 24 AZ $86,000 1542 M tapple@aol.com Yes
Milt, Cori 24 IL $43,000 154 F vwuvwijiwe@emqil.com Yes
Doe, Jon 25 IL $29,000 325 M fhrh.rth@gmail.com No
Smith, Jerry 25 IL $29,000 201 M fhrh.rth@gmail.com No
Paul, Peter 25 AZ $46,000 145 M wdvwui@rmail.com Yes
None, Jolene 26 LA $36,000 120 F wdvwvipvp@email.com No
Orange, Fred 30 MA $66,000 123 M tuvunfvn@mail.com Yes
Barfist, Clancy 30 MA $66,000 M tuvunfvn@mail.com Yes
Lancaster, Burt 30 CA M tuvunfvn@mail.com Yes
Tapper, Linda 30 IA $32,000 1414 F edicjd@email.com No
Hendrex, Jimi 31 NV $69,000 332 M fuwejwef@gmail.com Yes
The Database
 Database
 Information
 Knowledge
 Wisdom
 Customer Relationship
Management
The Digital Diaper meets Digital Marketing

5. Wisdom is the actionable knowledge that is achieved when information is analyzed from
the data collected about consumers.
o Data: Facts and statistics collected together for
reference or analysis
o Information: What is conveyed or represented by a particular
arrangement or sequence of Data
o Knowledge: the condition of understanding something with
familiarity gained through experience or association
o Wisdom: the soundness of an action or decision with
regard to the application of experience, knowledge

6. Engagement
Promotion
Content
Purchase
History
Listening
Leads
Customer
Survey
Feedback
Target
Audience
Collecting customer data helps you know each customer more
individually and treat them that way,” (Shandrow, n.d.)

7. Collecting Data
 Customer Satisfaction Survey
 Website clicks
 Registration
 Purchases
 Give-a-ways
 Purchased Leads
“Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that
companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with
the goal of improving business relationships with customers, assisting in customer retention and driving sales
growth” (Rouse, 2014).

8. MySQL
The ability to sort and categorize can be most valuable in target marketing. If we wanted to
send emails to all the men 18-30 years old in our data base, we could easily identify those
individuals and create a mailing list by using SQL in a relational database; all entries could
be sorted by gender and age
• Select limits: This “is used to
retrieve records from one or
more tables in your SQL
database”
• Comparison Operators:
“Comparison operators are used
in the WHERE clause to
determine which records to
select”
• Create Index: This will enhance
performance, “An index creates
an entry for each value that
appears in the indexed columns”
(Techonthenet.com, 2016)

9. Excel
• Conditional Formatting: This will allow
processes like identifying duplicate
information to be quick and easy.
• Filters: This will allow viewing of particular
information while hiding columns in the
spreadsheet. Filters are in the header row of
the Excel Sheet.
• Sorting: This allows information to be moved
next to similar and exact information within
the spreadsheet. If the database is entered by
name of client, it would take time to find each
client who purchases size 16 apparel. By
sorting the data, all size 16 clients will be
grouped together on the spreadsheet
Filters

10. Results
The goal of collecting is to make the data become usable
information. The ability to sort and categorize is the most
valuable in target marketing
By managing our data, we can target specific audiences for each of our products.
The Dirty Deeds Diaper Sensor will be focused on young parents and possibly
grandparents who are tech savvy. The internet user who accesses websites only by
their phone would be presumably a good target for this product. This individual will
be a better target if we also have data regarding their family status. The data can
be used in many ways but the ultimate goal is to enhance the effectiveness of our
marketing activities. By analyzing data and targeting the right audience, the Dirty
Deeds Diaper Monitor will join our other apps as a top selling.

11. References
DeMers, J. (2014, February 10). 2014 Is The Year Of Digital Marketing Analytics: What It Means For Your Company. Retrieved
from Forbes.com: http://www.forbes.com/sites/jaysondemers/2014/02/10/2014-is-the-year-of-digital-marketing-analytics-
what-it-means-for-your-company/#360446216619
DeMers, J. (2014, September 3). Forbes.com. Retrieved from Why Knowing Your Audience Is The Key To Success:
http://www.forbes.com/sites/jaysondemers/2014/09/03/why-knowing-your-audience-is-the-key-to-success/#5dfe3bd46104
McCandless, D. (n.d.). Hierarchy of Visual Understanding? Retrieved March 26, 2016, from InformationlsBeautiful.net:
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiFxIj-x-
TLAhVCOyYKHRpDD0QQjB0IBg&url=http%3A%2F%2Fwww.informationisbeautiful.net%2F2010%2Fdata-information-
knowledge-wisdom%2F&psig=AFQjCNEHhMesnq1VrEdzrrNNfC88dJP
Rouse, M. (2014, November 10). Techtarget.com. Retrieved from customer relationship management (CRM):
http://searchcrm.techtarget.com/definition/CRM
Shandrow, K. L. (n.d.). 10 Questions to Ask When Collecting Customer Data. Retrieved February 25, 2016, from
Entrepreneur.com: http://www.entrepreneur.com/article/231513
Techonthenet.com. (2016, March 25). Retrieved from SQL Tutorial: http://www.techonthenet.com/sql/index.php
Unicomtech.in. (n.d.). Retrieved from Unicomtech Software:
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=&url=http%3A%2F%2Funicomtech.in%2Fcon
tact-us%2F&psig=AFQjCNFf_runUODgbqAgvECrOdm60yu4lA&ust=1459350259073090