Session Five: Assignment One Question

Question : Think of the small database we used in our lab exercise - Products and Suppliers. Briefly describe how this database observes any two of the four design principles outlined above.

Answer : Primary Key

The primary key is most essential to identify the suppliers and products classification. It is a column or columns that must be unique in a table. But beyond that, the primary key is not just unique values, but unique values for like items. Database design skills begin with identifying the kinds of things that must be tracked, putting each into a table, and assigning the primary keys to those tables.



Relational Database
The relation is the primary unit of storage in a relational database, which is a two-dimensional table. A relational database can contain one or more of these tables. Each table consists of a unique set of rows and columns. A single record is stored in a table as a row, also known as a tuple. Attributes of the data are defined in columns, or fields, in the table. The characteristics of the data, or the column, relates one record to another. Each column has a unique name and the content within it must be of the same type.

Session 4: Assignment One Question

Find one example of Internet marketing that you think is particularly effective and one example that is ineffective. Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.

Answer: AIG credit card is most successful use the internet marketing to promoted their products and raised up the market share. Since AIG credit card Hong Kong did not have any branch or general deposit services, they can not used wide variety customer base of savings account or current account to acquire the consumer. AIG would like to through some event or co-operated with several department store offer the extra discount to card holder for aim the credit card market. Another, they almost use their insurance client data base to send the promotion or leaflet by email to alert them what update offer will announce at periodic. AIG also sponsor some e-paper (like Singtao or On.cc) on front page when the users open their newspaper website. Also can found some hit shopping forum (http://www.getjetso.com/forum/aig-search) for introduce their new offer and it may attract the new customers to try their services.

Norton Antivirus ( Symantec ) is ineffective for internet marketing because they did not send the information to customer at frequency. Most customers received their promotion or product introducing just once or twice for year. I think not enough to alert the consumer interest other products by Symantec. Their email message just only have words (Norton 2008 速度超快! 現在升級最多現金回饋$269元! Norton安全通知 [Symantec@reply.digitalriver.com] ) and without any picture or flash figure. It seems no gimmick that could not attract the customer to open this mail. Hope Symantec can improve their promotion as soon as possible because they have a giant customer base for antivirus product.

Session 3 Question Supplement

Jenny 提到...

Going back to Question 1, could you give three or four DATA elements that are collected by airlines when a customer (a) makes a reservation, (b) uses frequent flyer miles, and (c) completes a flight? Then explain how CRM data already existing in the system can improve these three processes.

Answer: When the consumer entry the personal data to order the flight ticket or make reservation that the information will show on CRM system for select their needs like destination or seat class. It might help Airline Company to process the customer segmentation and analyst whose are loyalty customer. Most consumers would like to use the frequent flyer miles to redeem the special offer to exchange the gift, upgrade seat class, theme park free coupon or flight ticket advanced. For the experience, most customers would enjoy this offer and it would lower costly for customer acquisition and retention. When the consumers enjoyed the journey, the airline customer services department could calculate their historical data or behavior to assay the market information and send the suitable offer by email to individual like one by one. It may caused the guest can feel a high-quality and personal service; also make the two way communication and collaboration.