Abs media sources trade association sources

analytics/big data

• Internal, proprietary data sources originate inside the organisation.

– For example, sales orders, customer complaints (now regularly content analysed – recall ch 6), service records.

librarian. One of the many offerings available

from our Library…

The value chain reports provide an
overview of hot trends and burning
issues for companies operating at each
stage of the value chain. These reports
clearly define and illustrate value chain
structures in specific industries.

With 100 titles in the production plan
already, upcoming titles include
Biotechnology, Luxury Goods, Hybrid &
Electric Cars, Foodservice,
Pharmaceuticals and Mobile Apps.

COMMERCIAL SOURCES

SOURCES FOR GLOBAL RESEARCH • Austrade for export markets (and a dedicated group to help you if interested in exporting goods!)
• ASEAN for historical and current reports on South-East Asia.

SECONDARY DATA RESEARCH

Disadvantages of secondary research • outdated information.

• not designed specifically to meet the researchers’ needs.

TYPICAL OBJECTIVES FOR SECONDARY DATA RESEARCH

If researching the
viability of a new
casino, research
some “similar”
casinos. Their
Annual Financial
Statements are
secondary data. I
encourage you to
do fact finding
about your topic.

MODEL BUILDING

• Use of “secondary” data to specify
relationships between two or more variables. – A job I had was to build LOGIT models to predict one’s creditworthiness (based on internal and external data):
• good/bad customer= f(number of credit cards, debt on credit cards, number of late payments, etc …)

Used to analyse trade areas and retail sites
(gravitational pull). Consider GIS (geographic information systems) – I assume it is still a hot job opportunity area:

Next-level segmentation brings your customers to life with pen portraits, word clouds, infographics, animations, interactive maps, bar charts and crosstabs.

Mosaic enables you to:

DATA MINING

Mark, see the fields that we captured and in most cases we can link by using the member badge ID

Time

• Qtr

• yesr

• Date of joining Club

• Date of Birth

• Denomination

• Game Name

• Hold %

• Theoretil Player Loss

Food and Beverage Data

We all know this is going on… but do we really?? This is an older film, but still
interesting – and funny

DATABASE MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT (LIKELY TO COMBINE INTERNAL WITH EXTERNAL DATA)

• Database marketing: The practice of using CRM databases to develop one-to-one relationships and target promotional efforts with individual customers. Think Amazon targeting products

and Facebook targeting ads…

• Does not require access to respondents or subjects (although access may have been required when initially collected).

• Inexpensive and quick, but have concerns for accuracy and credibility.

• Myriad of sources: internal vs. external, government vs. commercial.

• Data from social media playing an increasingly important role and source for organisations.