Syllabus for Roster(s):

PSMT 6020 - Strategic Database Marketing

University of Virginia

School of Continuing and Professional Studies

Northern Virginia Center

Course Number, Title & Credits:

PSMT 6020: Strategic Database Marketing (3 graduate credits)

Instructor:

Page Duffy, Adjunct Professor

Email: Jpd3r@virginia.edu

Tel: 757-552-1890 ext. 310

Web: www.jpdassoc.com

The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

Course Delivery:

This is course is delivered entirely online in a Web-based format, and can be accessed by going to its UVaCollab portal at:

http://collab.itc.virginia.edu.

Classes will meet weekly on Thursdays at 7:15 pm in UVaCollab starting January 21st.

Course Description:

This course is not like most Marketing courses. Most Marketing courses, even those which feature integrating Internet technologies into the marketing mix, focus on how to acquire new customers. This emphasis is also common in most businesses today where the largest portion of marketing budgets is still devoted to customer acquisition. Increasingly, however, it is being recognized that a company’s most profitable sales are not to new customers burdened with, in many cases high, acquisition costs, but, rather, are sales to existing customers. Thus, eMarketing programs that focus on identifying, retaining and building loyalty of existing customers can deliver significant profits directly to the bottom line. This can not be done effectively in a large organization, or even a mid-sized one, without the use of database technology.

Data-warehousing and data-mining activities are beginning to transform business activity, particularly as they relate to marketing. In this course, we will learn what capabilities various database options can provide and how to capitalize on those capabilities to address today’s marketing challenges. Topics will include database design, scalability, search and retrieval strategies, and marketing-specific applications to include customer lifetime value calculations, recency, frequency, monetary analysis, customer segmentation and testing.

Students will demonstrate their understanding of Strategic Database Marketing by satisfactorily completing all Homework and In-Class Assignments, a Mid-Term Exam and one Group Project.

Course Objectives & Outcomes:

The course objective is to provide students with an understanding of Database Design, Data Warehousing, Data Mining, and Information Retrieval, as well as practical knowledge of how to make use of company data to identify, retain and build the loyalty of a company’s best customers. In this course we concern ourselves with a variety of methods for the creation and discovery, storage, organization, retrieval and use of Business Knowledge within an organization. This knowledge is invaluable when it comes to understanding the customer and effectively marketing products and services. We will include techniques that will be drawn mainly from the area of data warehousing, data mining and information retrieval.

On completion of the course, the student will be able to:

Understand the mechanics of database design, structure, tools and techniques used by database professionals. We will use simple working examples for illustration-purposes.
Identify the characteristics of data warehouses and datamarts.
Access relevant data to calculate Customer Lifetime Value (CLV) for a company and use CLV to demonstrate the effect an increase in customer retention has on profitability.
Be familiar with tools and technologies associated with building and managing a data warehouse or a datamart.
Learn about Entity Relationship Modeling and other data modeling techniques.
Understand design methodologies and tools for Data Mining.
Segment a company’s customers by Recency, Frequency and Monetary value (and other criteria) and develop a marketing strategy for each segment.
Develop a Next Best Product strategy for marketing to existing customers.

Course Methodology:

All classes will meet, accessed via the UVaCollab site, in the Blackboard Collaborate virtual classroom each Thursday at 7:15 pm Eastern Time. After entering the site, you can enter the classroom by clicking the Blackboard Collaborate LTI button on the left side menu, then click on the Class Number's link and finally click on the Launch Session button.

After you are in, check your audio by clicking the Tools toolbar, then select Audio, and then the Audio Setup Wizard.

However, each session will be recorded, so you can catch up if you can't be in attendance for one of our live sessions. To access a recorded version, merely select Recorded Sessions from the upper left drop down and click on the class you missed.

When you first enter UVa Collab, click on the Syllabus button to familiarize yourself with what is in store for you as we progress in building your expertise in database marketing.

Then click on the Schedule button and see what is planned for the class session. The first class will mainly be an introduction to the course and an explanation of how we will be working together each week. The material to be covered and any assignments for the next class will be available on UVa Collab one week prior to each class.

Technical requirements for students

UVa Computing IDs and Passwords (for all students)
Internet Explorer (7.0 or above) or
Mozilla Firefox
Headset/Mic: Recommended Logitech Headset with USB

Preparation and student expectations:

Students are expected to read all assigned readings. The instructor will provide additional materials to be downloaded throughout the semester. Students are expected to complete all homework assignment in a timely manner.

Course Policy:

Class participation is mandatory. If unforeseeable circumstances arise that result in a student’s inability to log on for a period of time or otherwise attend a scheduled class, he or she is expected to notify the instructor in advance, view the recorded version of that class which will be available in Blackboard Collaborate, and make up assignments. Failure to do so will result in a decrease of at least one letter grade.
There will be short written or research assignments required as part of the preparation for several classes.
Work is due when scheduled. If deadlines cannot be met because of scheduling conflicts, please discuss the circumstances in advance with the instructor. Failure to meet deadlines may result in a reduced grade.
Student should be prepared to spend several hours per week researching and completing classroom assignments.
Each student is expected come to every class prepared to discuss the articles and cases assigned and their relevance to his/her current organization, and to participate in live chat and threaded discussions as well as exercises.

Evaluation and Grading Criteria:

Students’ grades will be determined by class participation, course assignments and projects assigned. Final grade is a weighted average of the evaluations of course components as follows:

Percentage of Grade for each of the following assignments:

6 Homework Assignments	40%
3 Three Minute Drills	10%
Take-home Exam	20%
Final Project	20%
Attendance and Quality of Participation	10%
Total:	100%

Grading Scale

A	95-100
A-	90-94
B+	86-89
B	82-85
B-	79-81
C+	75-78
C	71-74
C-	68-70
F	67 and below

Course Textbook:

Strategic Database Marketing (Fourth Edition), by Arthur Middleton Hughes, McGraw-Hill, Pub Date: December 20, 2011, ISBN: 0071773487

We will also use a selection of Internet-published articles that will be assigned for reading in advance
We will supplement our resources with business cases. You can obtain the Class Packet at the UVA SCPS Bookstore. Additional cases and readings will be available to download from the class portal.

The text and class packet can be ordered online or through the UVA SCPS Bookstore via phone at (800) 759-4667. Ask for our contact, Fred Twombley.

Please follow the UVaCollab Schedule for the assigned reading for each session. It will be the most up to date resource for you.

Cases and Supplementary Readings:

Database Tutorial – Online Handout
Introduction to Database Design Workshops – E/R Diagrams – Online Handout
Building & Deploying an Enterprise Data Warehouse – Online Handout
Data Quality in the Information Age – Online Handout
Anatomy of a Failure by Lauren Gibbons Paul – Online at http://www.cio.com/archive/enterprise/111597_data.html
Data Warehousing Business Cases by TDWI – Online Handout
Data Mining: What General Managers Need to Know, HBSP U9910D – Classpack
Harrah’s Entertainment Inc, Rajiv Lal, May, 22, 2002, HBSP #9-502-011 – Classpack
Diamonds in the Data Mine by Gary Loveman, HBR OnPoint, #3647– Classpack
Data Mining and Strategic Marketing in the Airline Industry – Online Handout
Mining for Gold: Data Mining Frequent Flier Program – Online Handout
Data Mining on the Web by Dan Greening – Online at http://www.webtechniques.com/archives/2000/01/greening/
Data Mining Applications in Higher Education – SPSS – Online Handout
Web Mining: Information and Pattern Discovery on the World Wide Web - Online Handout

Important Online Resources:

1) http://www.intelligententerprise.com Intelligent Enterprise Magazine: (used to be called Database Programming and Design.) This has a number of excellent articles and resources for database and data warehouse practice

2) http://www.dmreview.com DM Review Magazine: Another data management oriented resource

http://www.dw-institute.com Data Warehousing Institute: Web site for the most well known data warehousing professional association. It contains a number of valuable resources
http://www.webopedia.com IT/IS Glossary
http://www.techrepublic.com General IT/IS Research
http://www.dmnews.com/cms/lib/7296.pdf The DM News Essential Guide to Lists, Database Marketing & Data Services

SCHEDULE AND ASSIGNMENTS:

CLASSES

DATES

Topic of Discussion

TEXT-BASED READINGS

Identified for each week

ASSIGNMENT DUE

Identified for each week

Jan 21

Course Introduction

- purpose and goals

READ and prepare for class discussion:

- Text – Chapters 1 & 2

Class Introductions

Jan 28

Introduction to Databases

- File Structure

- Data Models

- E/R Modeling

READ and prepare for class discussion:

- Database Tutorial – Online Hand-out

- Introduction to Database Design Workshops: E/R Diagrams – Online Hand-out

- IDC White Paper – Choosing a SMB Dadabase

Access Assignment 1

Feb 4

Introduction to Data Warehousing

- Client/Server Computing Model & Data Warehousing

- Data Warehousing Components

-Building a Data Warehouse

READ and prepare for class discussion:

- Build & Deploy Data Warehouse paper – Online Hand-out

Turn In Assignment 1

Access Assignment 2

Feb 11

Customer Lifetime Value

READ and prepare for class discussion:

- Text – Chapter 3

Turn In Assignment 2

Access Assignment 3

Feb 18

Customer Data Quality

- Extracting, Transforming, and Loading Data

- Examining Data Sources

- Extraction Tools & Techniques

READ and prepare for class discussion:

- Data Quality in the Information Age – Online Hand-out

- Quick Study: ETL – Online Hand-out

Turn In Assignment 3

Access First

3 Minute Drill

Feb 25

Designing a Successful Customer Strategy

READ and prepare for class discussion:

- Text – Pages 499-500

- White Paper – Strategic Use of Database Marketing – Online Handout

Deliver First

3 Minute Drill

Access Second

3 Minute Drill

Mar 3

Planning for a Successful Warehouse

- Managing Financial Issues

- Obtaining Business Commitment

- Managing a Warehouse Project

READ and prepare for class discussion:

- Anatomy of a Failure, CIO Magazine by Lauren Gibbons Paul

- Data Warehousing Business Cases by TDW – Online Hand-out

Deliver Second

3 Minute Drill

Mar 10

Recency, Frequency, Monetary Analysis

READ and prepare for class discussion:

- Text – Chapter 5

- Using RFM for Offers and Messaging – Online Handout

Access Assignment 4

Mar 17

Introduction to Data Mining

- What is Data Mining?

- Data Mining Objectives

- Data Mining Examples

READ and prepare for class discussion HBS Case & Articles:

- Data Mining: What General Managers Need to Know

- Harrah’s Entertainment Inc

- Diamonds in the Data Mine

Turn In Assignment 4

Access Assignment 5

Mar 24

Customer Segmentation, Retention and Loyalty

READ and prepare for class discussion:

- Text – Chapters 7 & 10

- The Great Value Proposition Debate – Online Handout

- How to Calculate Next Best Product – Online Handout

Turn In Assignment 5

Access Assignment 6

Mar 31

Overview of Data Mining Techniques

- Decision Trees

- Selecting and Using the Right Technique
- Data Visualization

READ and prepare for class discussion:

- Data Mining and Strategic Marketing in the Airline Industry – Online Hand-out

- Mining for Gold: Data Mining Frequent Flier Program – Online Hand-out

- Data Mining Applications in Higher Education – Online Hand-out

Turn In Assignment 6

Apr 7

Modeling and Testing

READ and prepare for class discussion:

- Text – Chapters 13 & 14

Access Take Home Exam

Acccess Third

3 Minute Drill

Apr 14

Web Mining

- Accessing the Warehouse Over the Web

- Common Web Data Warehouse

Architecture

Deploying a Warehouse on the Web

READ and prepare for class discussion:

- Web Mining: Information and Pattern Discovery on the World Wide Web – Online Hand-out

Turn In Take Home Exam

Deliver Third

3 Minute Drill

Apr 21

Presentation of Group Projects

Presentations will be made via Blackboard Collaborate

Deliver Final Project Presentations

Assignments:

Assignments will be made available at least one week before they are due to be submitted online via UVaCollab. You will learn more about this process after classes commence.

The Three-minute Drills

Each student in the class will be assigned a topic to research (three times) during the course. You will deliver a 3-minute presentation to educate the class (assuming your audience has no knowledge of your subject material). Topics, which are database marketing-related, will be assigned randomly and will not be covered as course material. You will upload or email your slides to the instructor no later than one day prior to the assigned class and deliver your presentations via Blackboard Collaborate. A Q/A period will follow each presentation and will not be counted toward the 3 minute time limit for your presentation.

Note: You must have an operable mic on your pc to complete this assignment. On class day, remember to test your mic with the Audio Set-up Wizard accessed from the toolbar at the top of the Blackboard Collaborate dashboard. Select tools and then Audio Tools from the drop down choices.

The subjects of the three Three-minute Drills are:

Common database-related acronyms and terminology
Database marketing tools and techniques
Database marketing vendor landscape

Final Assignment

One of the objectives of this Online Graduate Certificate Program, and this class, is for you to develop practical skills in the use of cutting edge eMarketing technologies and be able to apply them to solve real problems in your job environment that will be of benefit to both your organization and your career prospects. The Final Project is designed to help you do just that.

Choose one of the following project topics that you believe will be the best choice to introduce strategic database marketing to your organization:

Conduct a Customer Lifetime Value (CLV) analysis for the past three years and describe its implications for strategic database marketing in your organization.
Calculate the Recency, Frequency and Monetary Value (RFM) of your customers and describe an eMarketing campaign for its use.
Develop a Next Best Product (NBP) strategy for your customers and describe an eMarketing campaign for its use.
Design a Loyalty Program for your customers and describe both the hard and soft benefits that you will use for its implementation.

In a previous class, you were asked to go to a thread in the Discussion Forum and describe a Project that you believe might be suitable for introducing and applying Strategic Database Marketing to your organization. You were also asked to let us know whether you believe there is a good likelihood that you will actually try to go forward with your idea.

In Class 12, I will select some of your suggestions to be developed and presented to us in PowerPoint presentations which advocate your ideas at our final class. I will also form you into teams in Class 12, so that you can work together on the selected projects.

These will be PowerPoint presentations only. Written proposals are not required.

The Content and Instructions for your presentations follows.

Presentation Content

Presentations should include:

Description of your Project including its goals and objectives.
Explanation of the database resources to be used including:
- databases to be accessed
- whether a data warehouse or datamart will be used or needed
- ETL methodology and recommended software to be used
Customer segmentation requirements and how calculated.
Data mining usage and software requirements, if any
Modeling and testing plan
Description of the eMarketing campaign(s) that will be used to demonstrate the benefits of strategic database marketing for you organization.
Budget for your eMarketing campaign.
How you will measure success.

Presentation Instructions

You will be granted moderator privileges in our Blackboard Collaborate Classroom to make your presentations. If you haven’t done so, go to the Blackboard web site (www,blackboard.com), access the Collaborate section and take training for moderators.
I will send you to team classrooms in our Blackboard Collaborate portal during Class 13 so that you can work together and practice your presentations.
All slides will be submitted, as Assignments to Blackboard by the Wednesday before Class 14. I will load them for you and then let you control them.
Each team will use 15 minutes to present with additional 5 minutes for Q&A. If you go over the 15 minutes, you can use the Q&A minutes. Try to time yourself, as it is important to be able to entertain questions at the conclusion of your presentation.
Remember that when you venture into software technology, try to simplify it for the audience. It does not hurt to explain it in business terms, so people can see the benefits. In fact as the instructor, I will be paying attention to how you present your solution to an audience that makes up various business functions of a company. If you talk about XYZ software technology solution, you must make sure that you illustrate its business benefits.

Special Needs:

It is the policy of the University of Virginia to accommodate students with disabilities in accordance with federal and state laws. Any SCPS student with a disability who needs accommodation (e.g., in arrangements for seating, extended time for examinations, or note-taking, etc.), should contact the Learning Needs and Evaluation Center (LNEC) and provide them with appropriate medical or psychological documentation of his/her condition. Once accommodations are approved, it is the student’s responsibility to follow up with the instructor about logistics and implementation of accommodations.

If students have difficulty accessing any part of the course materials or activities for this class, they should contact the instructor immediately. Accommodations for test-taking should be arranged at least 14 business days in advance of the date of the test(s). A student’s academic dean is also available to assist with accommodations, particularly for temporary or emergency situation. Please email SCPSaccomodation@virginia.edu

Students with disabilities are encouraged to contact the LNEC: 434-243-5180/Voice, 434-465-6579/Video Phone, 434-243-5188/Fax. Web: http://www.virginia.edu/studenthealth/lnec.html

HONOR CODE at UVA:

Founded in 1842, the Honor System is one of the University's most cherished institutions. Based on the principle that University students want to be trusted, the Honor System helps create and strengthen a school-wide community of trust. Students at the University make a commitment not to lie, cheat or steal within Charlottesville, Albemarle County, or where they represent themselves as University students in order to gain the trust of others. Because they have made this commitment, students are trusted by peers, faculty members, administrators, and community residents alike. Students conduct themselves with integrity and are presumed honorable until proven otherwise. Students are recruited and trained by the Honor Committee to serve as advisors and to provide counsel. Students investigate Honor allegations, assist and support accused students through the Honor process, and work with accused students in their defense at trial. Honor jury panels are similarly comprised entirely of students. While anyone may initiate Honor proceedings, the process is administered entirely by students. The vitality of the Honor System depends upon the willingness of students to uphold the high standards set by their peers. When a student is formally accused of an Honor offense following investigation, that student may elect to either (1) leave the University, without requesting a trial (in which case that student will be deemed to have admitted guilt, whether or not such an admission is expressly made), or (2) request an Honor trial.

Any student found guilty of an Honor offense, or deemed to have admitted guilt after having left without requesting a trial, will be permanently dismissed from the University. The notation "enrollment discontinued" will be placed on the student's transcript, without specific reference to the Honor proceedings. In the case of a student found guilty of an Honor offense following graduation, or deemed to have admitted guilt without requesting a trial after graduation, the General Faculty of the University may undertake proceedings to revoke that student's degree. The rules of the Honor System apply to any person who was a University student at the time an alleged Honor offense was committed, so long as a case is initiated within two years thereafter. Students who enroll at the University benefit from the freedom and security provided by the Honor System; every student must agree to live by and support the spirit of honor.

Applicants who are not prepared to embrace this freedom and accept this responsibility should not apply for admission. This is intended as a brief summary of some important aspects of the University's Honor System. For more information, visit the Honor Committee Web page: www.student.virginia.edu/~honor.

If you have further questions, please call the Committee at (434) 924-7602.

The Honor Committee, June 2002

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The University of Virginia is committed to equal opportunity in employment and education for persons with disabilities, and complies with the requirements of the Americans with Disabilities Act of 1990 (ADA) and the Rehabilitation Act of 1973. These laws prohibit discrimination on the basis of disability in employment, housing, transportation, access to public accommodations and services, education, and telecommunications.

For more information: http://www.virginia.edu/accessibility/

University of Virginia Purpose Statement:

The central purpose of the University of Virginia is to enrich the mind by stimulating and sustaining a spirit of free inquiry directed to understanding the nature of the universe and the role of mankind in it. Activities designed to quicken, discipline, and enlarge the intellectual and creative capacities, as well as the aesthetic and ethical awareness, of the members of the University and to record, preserve, and disseminate the results of intellectual discovery and creative endeavor serve this purpose. In fulfilling it, the University places the highest priority on achieving eminence as a center of higher learning.

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Annual Notification

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Class Overview for SIS

University of Virginia

School of Continuing and Professional Studies

Northern Virginia Center

Course Number, Title & Credits:

PSMT 6020: Strategic Database Marketing (3 graduate credits)

Instructor:

Page Duffy, Adjunct Professor

Email: Jpd3r@virginia.edu

Tel: 757-552-1890 ext. 310

Web: www.jpdassoc.com

The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

Course Delivery:

This is course is delivered entirely online in a Web-based format, and can be accessed by going to its UVaCollab portal at:

http://collab.itc.virginia.edu.

Classes will meet weekly on Thursdays at 7:15 pm in UVaCollab starting January 21st.

Course Description:

Students will demonstrate their understanding of Strategic Database Marketing by satisfactorily completing all Homework and In-Class Assignments, a Mid-Term Exam and one Group Project.

Course Objectives & Outcomes:

On completion of the course, the student will be able to:

Understand the mechanics of database design, structure, tools and techniques used by database professionals. We will use simple working examples for illustration-purposes.
Identify the characteristics of data warehouses and datamarts.
Access relevant data to calculate Customer Lifetime Value (CLV) for a company and use CLV to demonstrate the effect an increase in customer retention has on profitability.
Be familiar with tools and technologies associated with building and managing a data warehouse or a datamart.
Learn about Entity Relationship Modeling and other data modeling techniques.
Understand design methodologies and tools for Data Mining.
Segment a company’s customers by Recency, Frequency and Monetary value (and other criteria) and develop a marketing strategy for each segment.
Develop a Next Best Product strategy for marketing to existing customers.

Course Methodology:

After you are in, check your audio by clicking the Tools toolbar, then select Audio, and then the Audio Setup Wizard.

When you first enter UVa Collab, click on the Syllabus button to familiarize yourself with what is in store for you as we progress in building your expertise in database marketing.

Technical requirements for students

UVa Computing IDs and Passwords (for all students)
Internet Explorer (7.0 or above) or
Mozilla Firefox
Headset/Mic: Recommended Logitech Headset with USB

Preparation and student expectations:

Course Policy:

Class participation is mandatory. If unforeseeable circumstances arise that result in a student’s inability to log on for a period of time or otherwise attend a scheduled class, he or she is expected to notify the instructor in advance, view the recorded version of that class which will be available in Blackboard Collaborate, and make up assignments. Failure to do so will result in a decrease of at least one letter grade.
There will be short written or research assignments required as part of the preparation for several classes.
Work is due when scheduled. If deadlines cannot be met because of scheduling conflicts, please discuss the circumstances in advance with the instructor. Failure to meet deadlines may result in a reduced grade.
Student should be prepared to spend several hours per week researching and completing classroom assignments.
Each student is expected come to every class prepared to discuss the articles and cases assigned and their relevance to his/her current organization, and to participate in live chat and threaded discussions as well as exercises.

Evaluation and Grading Criteria:

Students’ grades will be determined by class participation, course assignments and projects assigned. Final grade is a weighted average of the evaluations of course components as follows:

Percentage of Grade for each of the following assignments:

6 Homework Assignments	40%
3 Three Minute Drills	10%
Take-home Exam	20%
Final Project	20%
Attendance and Quality of Participation	10%
Total:	100%

Grading Scale

A	95-100
A-	90-94
B+	86-89
B	82-85
B-	79-81
C+	75-78
C	71-74
C-	68-70
F	67 and below

Course Textbook:

Strategic Database Marketing (Fourth Edition), by Arthur Middleton Hughes, McGraw-Hill, Pub Date: December 20, 2011, ISBN: 0071773487

We will also use a selection of Internet-published articles that will be assigned for reading in advance
We will supplement our resources with business cases. You can obtain the Class Packet at the UVA SCPS Bookstore. Additional cases and readings will be available to download from the class portal.

The text and class packet can be ordered online or through the UVA SCPS Bookstore via phone at (800) 759-4667. Ask for our contact, Fred Twombley.

Please follow the UVaCollab Schedule for the assigned reading for each session. It will be the most up to date resource for you.

Cases and Supplementary Readings:

Database Tutorial – Online Handout
Introduction to Database Design Workshops – E/R Diagrams – Online Handout
Building & Deploying an Enterprise Data Warehouse – Online Handout
Data Quality in the Information Age – Online Handout
Anatomy of a Failure by Lauren Gibbons Paul – Online at http://www.cio.com/archive/enterprise/111597_data.html
Data Warehousing Business Cases by TDWI – Online Handout
Data Mining: What General Managers Need to Know, HBSP U9910D – Classpack
Harrah’s Entertainment Inc, Rajiv Lal, May, 22, 2002, HBSP #9-502-011 – Classpack
Diamonds in the Data Mine by Gary Loveman, HBR OnPoint, #3647– Classpack
Data Mining and Strategic Marketing in the Airline Industry – Online Handout
Mining for Gold: Data Mining Frequent Flier Program – Online Handout
Data Mining on the Web by Dan Greening – Online at http://www.webtechniques.com/archives/2000/01/greening/
Data Mining Applications in Higher Education – SPSS – Online Handout
Web Mining: Information and Pattern Discovery on the World Wide Web - Online Handout

Important Online Resources:

2) http://www.dmreview.com DM Review Magazine: Another data management oriented resource

http://www.dw-institute.com Data Warehousing Institute: Web site for the most well known data warehousing professional association. It contains a number of valuable resources
http://www.webopedia.com IT/IS Glossary
http://www.techrepublic.com General IT/IS Research
http://www.dmnews.com/cms/lib/7296.pdf The DM News Essential Guide to Lists, Database Marketing & Data Services

SCHEDULE AND ASSIGNMENTS:

CLASSES

DATES

Topic of Discussion

TEXT-BASED READINGS

Identified for each week

ASSIGNMENT DUE

Identified for each week

Jan 21

Course Introduction

- purpose and goals

READ and prepare for class discussion:

- Text – Chapters 1 & 2

Class Introductions

Jan 28

Introduction to Databases

- File Structure

- Data Models

- E/R Modeling

READ and prepare for class discussion:

- Database Tutorial – Online Hand-out

- Introduction to Database Design Workshops: E/R Diagrams – Online Hand-out

- IDC White Paper – Choosing a SMB Dadabase

Access Assignment 1

Feb 4

Introduction to Data Warehousing

- Client/Server Computing Model & Data Warehousing

- Data Warehousing Components

-Building a Data Warehouse

READ and prepare for class discussion:

- Build & Deploy Data Warehouse paper – Online Hand-out

Turn In Assignment 1

Access Assignment 2

Feb 11

Customer Lifetime Value

READ and prepare for class discussion:

- Text – Chapter 3

Turn In Assignment 2

Access Assignment 3

Feb 18

Customer Data Quality

- Extracting, Transforming, and Loading Data

- Examining Data Sources

- Extraction Tools & Techniques

READ and prepare for class discussion:

- Data Quality in the Information Age – Online Hand-out

- Quick Study: ETL – Online Hand-out

Turn In Assignment 3

Access First

3 Minute Drill

Feb 25

Designing a Successful Customer Strategy

READ and prepare for class discussion:

- Text – Pages 499-500

- White Paper – Strategic Use of Database Marketing – Online Handout

Deliver First

3 Minute Drill

Access Second

3 Minute Drill

Mar 3

Planning for a Successful Warehouse

- Managing Financial Issues

- Obtaining Business Commitment

- Managing a Warehouse Project

READ and prepare for class discussion:

- Anatomy of a Failure, CIO Magazine by Lauren Gibbons Paul

- Data Warehousing Business Cases by TDW – Online Hand-out

Deliver Second

3 Minute Drill

Mar 10

Recency, Frequency, Monetary Analysis

READ and prepare for class discussion:

- Text – Chapter 5

- Using RFM for Offers and Messaging – Online Handout

Access Assignment 4

Mar 17

Introduction to Data Mining

- What is Data Mining?

- Data Mining Objectives

- Data Mining Examples

READ and prepare for class discussion HBS Case & Articles:

- Data Mining: What General Managers Need to Know

- Harrah’s Entertainment Inc

- Diamonds in the Data Mine

Turn In Assignment 4

Access Assignment 5

Mar 24

Customer Segmentation, Retention and Loyalty

READ and prepare for class discussion:

- Text – Chapters 7 & 10

- The Great Value Proposition Debate – Online Handout

- How to Calculate Next Best Product – Online Handout

Turn In Assignment 5

Access Assignment 6

Mar 31

Overview of Data Mining Techniques

- Decision Trees

- Selecting and Using the Right Technique
- Data Visualization

READ and prepare for class discussion:

- Data Mining and Strategic Marketing in the Airline Industry – Online Hand-out

- Mining for Gold: Data Mining Frequent Flier Program – Online Hand-out

- Data Mining Applications in Higher Education – Online Hand-out

Turn In Assignment 6

Apr 7

Modeling and Testing

READ and prepare for class discussion:

- Text – Chapters 13 & 14

Access Take Home Exam

Acccess Third

3 Minute Drill

Apr 14

Web Mining

- Accessing the Warehouse Over the Web

- Common Web Data Warehouse

Architecture

Deploying a Warehouse on the Web

READ and prepare for class discussion:

- Web Mining: Information and Pattern Discovery on the World Wide Web – Online Hand-out

Turn In Take Home Exam

Deliver Third

3 Minute Drill

Apr 21

Presentation of Group Projects

Presentations will be made via Blackboard Collaborate

Deliver Final Project Presentations

Assignments:

Assignments will be made available at least one week before they are due to be submitted online via UVaCollab. You will learn more about this process after classes commence.

The Three-minute Drills

The subjects of the three Three-minute Drills are:

Common database-related acronyms and terminology
Database marketing tools and techniques
Database marketing vendor landscape

Final Assignment

Choose one of the following project topics that you believe will be the best choice to introduce strategic database marketing to your organization:

Conduct a Customer Lifetime Value (CLV) analysis for the past three years and describe its implications for strategic database marketing in your organization.
Calculate the Recency, Frequency and Monetary Value (RFM) of your customers and describe an eMarketing campaign for its use.
Develop a Next Best Product (NBP) strategy for your customers and describe an eMarketing campaign for its use.
Design a Loyalty Program for your customers and describe both the hard and soft benefits that you will use for its implementation.

These will be PowerPoint presentations only. Written proposals are not required.

The Content and Instructions for your presentations follows.

Presentation Content

Presentations should include:

Description of your Project including its goals and objectives.
Explanation of the database resources to be used including:
- databases to be accessed
- whether a data warehouse or datamart will be used or needed
- ETL methodology and recommended software to be used
Customer segmentation requirements and how calculated.
Data mining usage and software requirements, if any
Modeling and testing plan
Description of the eMarketing campaign(s) that will be used to demonstrate the benefits of strategic database marketing for you organization.
Budget for your eMarketing campaign.
How you will measure success.

Presentation Instructions

You will be granted moderator privileges in our Blackboard Collaborate Classroom to make your presentations. If you haven’t done so, go to the Blackboard web site (www,blackboard.com), access the Collaborate section and take training for moderators.
I will send you to team classrooms in our Blackboard Collaborate portal during Class 13 so that you can work together and practice your presentations.
All slides will be submitted, as Assignments to Blackboard by the Wednesday before Class 14. I will load them for you and then let you control them.
Each team will use 15 minutes to present with additional 5 minutes for Q&A. If you go over the 15 minutes, you can use the Q&A minutes. Try to time yourself, as it is important to be able to entertain questions at the conclusion of your presentation.
Remember that when you venture into software technology, try to simplify it for the audience. It does not hurt to explain it in business terms, so people can see the benefits. In fact as the instructor, I will be paying attention to how you present your solution to an audience that makes up various business functions of a company. If you talk about XYZ software technology solution, you must make sure that you illustrate its business benefits.

Special Needs:

Students with disabilities are encouraged to contact the LNEC: 434-243-5180/Voice, 434-465-6579/Video Phone, 434-243-5188/Fax. Web: http://www.virginia.edu/studenthealth/lnec.html

HONOR CODE at UVA:

If you have further questions, please call the Committee at (434) 924-7602.

The Honor Committee, June 2002

Accessibility and Disability:

For more information: http://www.virginia.edu/accessibility/

University of Virginia Purpose Statement:

Content and Discourse in Professional Education Courses

FERPA

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