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Marktorientierte Steuerungsgrößen mit Hilfe von Datenbanken. Dargestellt am Profiling Warehouse

Marktorientierte Steuerungsgrößen mit Hilfe von Datenbanken. Dargestellt am Profiling Warehouse

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich Informatik - Wirtschaftsinformatik, Note: 2,0, Fachhochschule Wedel, Sprache: Deutsch, Abstract: "I know, half the money I spend on advertising is wasted, but I can never find out which half." Dieses Zitat ist heute nicht nur noch aktuell, sondern erlangt immer größere Bedeutung. Die Anzahl an verschiedenen Produkten und die immer individueller werdenden Konsumenten erfordern mehr und mehr personalisiertere und zielgerichtetere Werbekampagnen. Die heute zumeist in den Unternehmen vorhandenen Datenvorkommen können unter bestimmten Voraussetzungen dazu genutzt werden, die Frage, die das Zitat aufwirft, zu beantworten. Das Problem besteht hierbei in der richtigen Nutzung der vorhandenen Daten. Oftmals finden sich in Unternehmensdatenbanken zwar eine Vielzahl von Einträgen, diese können aber auf Grund verschiedenster Ursachen nicht oder nur teilweise für Marketingzwecke genutzt werden, da sie entweder nicht sinnvoll verknüpft sind, unstrukturiert vorliegen, irrelevant, nicht aktuell oder redundant sind, keine Werkzeuge und Methoden zur Extrahierung aus der Datenbank zur Verfügung stehen oder einfach nicht an den richtigen Stellen im Unternehmen verfügbar sind. In Bezug auf die Nutzung dieser Daten muss also eine Methodik entwickelt werden, welche die oben genannten Schwachpunkte und Missstände eliminiert. Nur so können die Inhalte von Unternehmensdatenbanken zu Steuerungszwecken genutzt werden.


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Product Details
  • ISBN-13: 9783638918176
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Weight: 149 gr
  • ISBN-10: 3638918173
  • Publisher Date: 05 Mar 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm


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Marktorientierte Steuerungsgrößen mit Hilfe von Datenbanken. Dargestellt am Profiling Warehouse
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