managing the information copyright © texas education agency, 2011. all rights reserved

Managing the Information

Copyright © Texas Education Agency, 2011. All rights reserved.

Copyright and Terms of Service

Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the

Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency;

2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency;

3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way;

4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged.Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee.

2 Copyright © Texas Education Agency, 2011. All rights reserved.

Collection of Data

Information Gathered Through Marketing Research-valuable for businesses

Information must be collected, stored, and analyzed before it is useful.

Quality and validity of the data collected are critical to the usefulness of the information.


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Data Mining

Part of marketing research Powerful computers are used to dig

up data needed to make decisions.


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ACNIELSEN Research

Based on actions rather than opinions Input, storage, and analysis is done

electronically Estimates the number of people by

selecting a sample of the total market and then records the viewing habits of people in the sample

Uses 10,000 households as the representative sample of the 109.6 million U.S. households with televisions


ACNielsen Sports

Identifies households by their interest in professional sports

Uses 125,000 households that make up a consumer panel

Links a household’s interest in pro sports to its purchases of specific brands and products and even to specific stores where household members shop

Nielsen households serve voluntarily as part of the sample.


Cookies

Electronic marketers gather information about visitors to their web sites by using cookies.

Cookie-a small data file that is placed on the hard drive of a web site visitor that collects and reports data on the visitor.


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Cookies

The cookie tracks how often the computer is used to visit the site, where visitors go within the site, which ads they view and click on, where they clicked from to get to the site.

Knowing customers’ interests and habits allows companies to better focus on what customers want.


Consumer Privacy

Decisions based on data can help customers make the right choices and business become more successful

Data must be collected and used with care.


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Consumer Privacy

Protection of customers’ privacy and their right to know how their personal information is being used are key issues being addressed by the industry and federal legislation.


Consumer Privacy

There is great concern about marketing information gathered from children.

Security of credit card information is a concern for Internet shoppers.

Internet usage is growing at a tremendous rate.

The entertainment industry is working to collect data about who is stealing from its members.


Copyright

Technology is used to notify the copyright holder of every use of a movie on a digital TV set and the copyright holder is notified if the movie is transferred or viewed on a computer.


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Data-Driven Decisions

Every day customers and marketers use data to make decisions.

Businesses need information about customers to make sure they are offering the right marketing mix.

Customers look at product ratings, descriptions, and prices to help them make product choices.


Ranking the Ads

Internet sites, like Google, are search engines used by individuals to find relevant web sites.

Google is funded by sponsors that advertise on the site.


Ranking the Ads

Google ranks or positions advertisements on its search-results pages based on the amount companies are paying for the ads and based on data collected by Google.

Click-through rate is determined by dividing the number of times an ad is clicked on by the number of times an ad is shown (effectiveness of the ad is immediately known).


Inventory Control

Having merchandise when customers need it

Using technology for inventory control

Using technology to automatically order merchandise to restock the retail business


managing the information copyright © texas education agency, 2011. all rights reserved

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