MKTG 320 Chapter Notes - Chapter 3: Online Advertising, Behavioral Targeting, Decision Support System
Document Summary
Secondary data: data that have been previously gathered. Primary data: new data gathered to help solve the problem under investigation. Internal data: a collection of related info developed from data within the org. Database marketing: marketing that relies on the creation of large computerized file of customers an potential customers profiles and purchase patterns to create a targeted marketing mix. Neural network: a computer program that mimics the process of the human brain and thus is capable of learning from examples to find patterns in data. Data mining: the use of statistical and other advanced software to discover nonobvious patterns hidden in a database. Behavioral targeting: the use of online and offline data to understand a consumers habits, demographics, and social networks in order to increase the effectiveness of online advertising. Marketing research aggregator: a company that acquires, catalogs, reformats, segments, and resells reports already published by large and small marketing research firms.
