Database Marketing

MKTG 5983
Dr. Goutam Chakraborty
Session 1, Part 1 Slides
Session 1 Agenda

 Part 1:
 Faculty/students introduction
 SAS/OSU Data Mining Certificate Program and where does
this course fit into that program
 Course overview, goals and requirements
 Part 2:
 An overview of what is direct/database marketing
 An overview of privacy issues in direct marketing
 Part 3:
 A short introduction to SAS Enterprise Guide
Introduction: Dr. Goutam Chakraborty
For more information, see: http://spears.okstate.edu/~goutamc/

 Mechanical Engineering – IIT (1980)

 Work Experience
 Union Carbide (‘80-’82), British American Tobacco (‘82-’86)

 Executive MBA - IIM (1984)

 M.S. ( Statistics) - UI (‘86-’89)
 PhD (Marketing) - UI (‘86-’91)
 Joined OSU in 1991
 Conducted executive programs/seminars in North America, Asia,
Europe, Middle East etc.
 Consulting: Aetna, Thrifty, Vanguard Realtor, Berendsen Fluid
Power, Hilti, Mercrusier and others...
Student Introductions
 Please write a short profile (at most 10 lines)
about yourself and post it on the D2L web site
are (discussion forum name: Student
Introductions/profiles).
 Academic background?
 What core courses have you taken (Marketing,
Accounting, Finance, Operations, HR, Strategy
etc.)? What additional elective courses have you
taken?
 Where do you work? What do you do in your job?
 What are your interests in terms of Marketing,
Accounting, Finance, Operations, HR etc.?
 Anything else that may be relevant for forming
teams (such as if you are in Stillwater, Tulsa,..)
 A digital picture of yourself (please not your dog!)

continued...
Student Introductions
 There are two forums - one for non-
distance learning sections and the other for
distance learning sections.
 Please use appropriate forums for posting your
profile.
 Distance learning students – you might
mention your contact details so other
distance learning students can get in touch
with you for forming virtual groups (more
later)
Data Mining Certificate

 Two different certificates:

 SAS/OSU Data Mining certificate
 Primarily intended for masters students at OSU.

 http://spears.okstate.edu/~goutamc/SASOSUDM.htm

 Graduate Certificate in Business Data Mining

 Primarily intended for non-traditional students.

 http://spears.okstate.edu/~goutamc/GCBDMDM.htm

 MKTG 5983 (this course) is a core requirement for

both of those certificates
If you want a job as
a data miner/data analyst….

 The certificate is a good first step. But, it

helps if:
 You learn base SAS – OSU’s statistics
department has course on base SAS
 STAT 5910 – 1 credit hour

 Please contact Professor Carla Goad, 405-

744-5684, email: carla.goad@okstate.edu

 You get base SAS certified (take the certification
exam)
 You get some experience in data analysis (Think
projects! Think data mining tournaments! – we
will handle these in the data mining class in
Spring)

continued...
If you want a job as a
data miner/data analyst….

 Join the following Google group (started

by one of my students from OSU) and
take a look at the types of messages/jobs
being posted
 Please do not post trivial questions (such as
questions about how to analyze data or
question about assignments etc.) in this group.
 It is meant for disseminating general
information (and job openings in particular)
about data mining to OSU graduates.
 http://groups.google.com/group/OSU-SAS-
DataMiningGroup
 For database marketing jobs, check out:
http://www.the-dma.org/jobbank/
Course Overview

 Fundamentals of database
marketing (Required Text Book:
Chapters 1-3, external readings)
 Tools for information gathering and
data analysis (Required Text Book:
Chapters 4-6, 10, external readings)
 Database marketing strategies and
applications (Required Text Book:
chapters 7-9, external readings,
cases)

9
continued...
Course Overview

 We will also use:

 Many different data sets in this
class for marketing and
business analysis
 Harvard cases for
understanding data base
marketing strategy of different
companies
 Teradata Center and DMEF
cases for predictive modeling
 SAS as statistical modeling and
data manipulation software

10
Course Goals
 Understand Database Marketing
tools and techniques
 Understand how to use SAS for
both data manipulation and data
analysis
 Warning: this at times may be
painful…
 Be comfortable in using statistical
modeling/analysis in business
contexts
 Have some fun while learning!
 COURSE REQUIREMENTS (Non-Distance
Learning Students)

 Cases/Assignments (mostly group based):

(Group of 4-5 students) 45%

 Mid-term Exam (in-class) 30%

 Final Exam (likely to be a take-home) 20%
 Class participation 5%
 Total: 100%
 Grades A :90%+, B : 80% +, C: 70%+, D:
60%+, F : < 60%

I will follow OSU’s academic integrity policy

http://academicintegrity.okstate.edu/
 COURSE REQUIREMENTS (Distance Learning
Students)

 Cases/Assignments (mostly group based):

(Group of about 3 students) 40%

 Mid-term Exam (in-class) 30%

 Final Exam (likely to be a take-home) 30%
 Class participation NA
 Total: 100%
 Grades A :90%+, B : 80% +, C: 70%+, D:
60%+, F : < 60%

I will follow OSU’s academic integrity policy

http://academicintegrity.okstate.edu/
Things you need
to do soon

 Need to form groups : about 4-5

students/group for non-distance
learning students and about 3
students/group for distance
learning students.
 I need to know names of students in
each group before third week of class
 Non-distance learning students
please carry a table card with your
name (at least 72 font)