Building and maintaining a European direct marketing database:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Aldershot, Hampshire <<[u.a.]>>
Gower
1994
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 295 - 297 |
| Beschreibung: | XVIII, 297 S. graph. Darst., Kt. |
| ISBN: | 0566074710 |
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| 650 | 4 | |a Direct marketing -- Europe -- Databases | |
| 650 | 4 | |a Database management -- Europe | |
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Datensatz im Suchindex
| _version_ | 1804138189738213376 |
|---|---|
| adam_text | I Contents
List of figures and tables ix
List of maps xi
Acknowledgements xiii
Author s note xv
Introduction xvii
1 Why bother? 1
Why is the database so important? 2
2 The database and its structure 7
Before you start 8
The right person for the right job 8
Resources 8
What is a database? 8
Database? Interface! 9
Data only 9
Which database structure should you use? 10
The simple database 10
Hierarchical databases 12
Network databases 12
Relational databases 13
What information should you store in a database? 14
Who/what they are I5
When they were/are/will be 15
Operational data 16
3 The principles of good database management 17
Flexibility I7
How do you make your database flexible? I7
Accessibility *°
Timeliness *¦*
Consistency *¦*
Oft
Accuracy zu
Flagging and coding 20
Fragmentation 22
Fullness 22
v
vi BUILDING MAINTAINING A EUROPEAN DIRECT MARKETING DATABASE
Deletion - a dirty word 24
Finding your records - identification 25
4 Deduplication and merging 27
Deduplication 28
How do you identify a duplicate? 28
What is a duplicate? 29
How do deduplication programs work? 30
How do you increase the number of duplicates found? 34
How do you actually deduplicate and merge? 35
An example of a deduplication exercise 37
Internal deduplication 39
Merging 40
5 Handling the data in practice - general principles 41
Database structure and field exclusiveness 42
Database importing 42
Program structure 42
Upper or lower case? 43
Numeric or character fields? 44
Address language 44
Abbreviations 45
And, and + 46
Articles 46
Accents 46
Quotation marks 47
Apostrophes 47
The identification code 47
The record status 48
The source history 48
Data entry using templates 48
6 Handling the data in practice - data types 49
The company name 49
Contact names 50
Contact languages 51
The street address 51
The mailing address 54
The postcode 54
The town name 55
Provinces 55
The country code 56
Telephone and fax numbers 56
In summary 57
7 Outputting the data 59
Accents and ASCII codes 59
Job titles 60
Country Information 60
Chapters on individual countries 60
General formatting rules 60
Languages 61
CONTENTS vii
Company names 61
Company types 61
Contract names 61
Addresses 61
Postbox 61
Postcodes 62
Towns 62
Administrative districts 62
Telephone numbers 62
Accents and ASCII codes 63
Job titles 77
Salutations 85
Country information 87
Andorra 91
Austria 93
Belgium 99
Bulgaria n5
Cyprus 117
Denmark n9
Finland 125
France 135
Germany 149
Greece 165
Greenland 169
Guernsey *71
Hungary J73
Iceland 177
Ireland, Republic of 181
Isle of Man 189
Italy 191
Jersey *
901
Liechtenstein ^U1
Luxembourg ^uo
Malta 205
Monaco 207
The Netherlands 209
Norway 225
Poland 229
Portugal ?53
Romania z 5/
San Marino 2s9
Spain 241
Sweden 253
Switzerland 259
The United Kingdom of Great Britain and Northern Ireland 273
Vatican City 291
Appendix 1 Returns 293
Bibliography 295
List of maps used zw
I Figures and tables
Figures
2.1 A simple database 10
2.2 A hierarchical database 11
2.3 A network database 12
2.4 A relational database 13
Table
4.1 Deduplication rates 38
ix
I Maps
Belgium: Postal regions and language areas 98
Finland: Postal areas 124
France: Postal regions and language areas 134
Germany: Postal regions and language areas 148
Ireland: Counties and language regions 180
Italy - Postal regions and language areas 190
The Netherlands: Postal regions and language areas 208
Norway: Postal areas 224
Portugal: Postal areas 232
Spain: Postal regions and language areas 240
Sweden: Postal areas 252
Switzerland: Postal regions and language areas 258
United Kingdom: Postal regions and language areas 272
xi
|
| adam_txt |
I Contents
List of figures and tables ix
List of maps xi
Acknowledgements xiii
Author's note xv
Introduction xvii
1 Why bother? 1
Why is the database so important? 2
2 The database and its structure 7
Before you start 8
The right person for the right job 8
Resources 8
What is a database? 8
Database? Interface! 9
Data only 9
Which database structure should you use? 10
The simple database 10
Hierarchical databases 12
Network databases 12
Relational databases 13
What information should you store in a database? 14
Who/what they are I5
When they were/are/will be 15
Operational data 16
3 The principles of good database management 17
Flexibility I7
How do you make your database flexible? I7
Accessibility *°
Timeliness *¦*
Consistency *¦*
Oft
Accuracy zu
Flagging and coding 20
Fragmentation 22
Fullness 22
v
vi BUILDING MAINTAINING A EUROPEAN DIRECT MARKETING DATABASE
Deletion - a dirty word 24
Finding your records - identification 25
4 Deduplication and merging 27
Deduplication 28
How do you identify a duplicate? 28
What is a duplicate? 29
How do deduplication programs work? 30
How do you increase the number of duplicates found? 34
How do you actually deduplicate and merge? 35
An example of a deduplication exercise 37
Internal deduplication 39
Merging 40
5 Handling the data in practice - general principles 41
Database structure and field exclusiveness 42
Database importing 42
Program structure 42
Upper or lower case? 43
Numeric or character fields? 44
Address language 44
Abbreviations 45
And, and + 46
Articles 46
Accents 46
Quotation marks 47
Apostrophes 47
The identification code 47
The record status 48
The source history 48
Data entry using templates 48
6 Handling the data in practice - data types 49
The company name 49
Contact names 50
Contact languages 51
The street address 51
The mailing address 54
The postcode 54
The town name 55
Provinces 55
The country code 56
Telephone and fax numbers 56
In summary 57
7 Outputting the data 59
Accents and ASCII codes 59
Job titles 60
Country Information 60
Chapters on individual countries 60
General formatting rules 60
Languages 61
CONTENTS vii
Company names 61
Company types 61
Contract names 61
Addresses 61
Postbox 61
Postcodes 62
Towns 62
Administrative districts 62
Telephone numbers 62
Accents and ASCII codes 63
Job titles 77
Salutations 85
Country information 87
Andorra 91
Austria 93
Belgium 99
Bulgaria n5
Cyprus 117
Denmark n9
Finland 125
France 135
Germany 149
Greece 165
Greenland 169
Guernsey *71
Hungary J73
Iceland 177
Ireland, Republic of 181
Isle of Man 189
Italy 191
Jersey *"
901
Liechtenstein ^U1
Luxembourg ^uo
Malta 205
Monaco 207
The Netherlands 209
Norway 225
Poland 229
Portugal ?53
Romania z 5/
San Marino 2s9
Spain 241
Sweden 253
Switzerland 259
The United Kingdom of Great Britain and Northern Ireland 273
Vatican City 291
Appendix 1 Returns 293
Bibliography 295
List of maps used zw
I Figures and tables
Figures
2.1 A simple database 10
2.2 A hierarchical database 11
2.3 A network database 12
2.4 A relational database 13
Table
4.1 Deduplication rates 38
ix
I Maps
Belgium: Postal regions and language areas 98
Finland: Postal areas 124
France: Postal regions and language areas 134
Germany: Postal regions and language areas 148
Ireland: Counties and language regions 180
Italy - Postal regions and language areas 190
The Netherlands: Postal regions and language areas 208
Norway: Postal areas 224
Portugal: Postal areas 232
Spain: Postal regions and language areas 240
Sweden: Postal areas 252
Switzerland: Postal regions and language areas 258
United Kingdom: Postal regions and language areas 272
xi |
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| spelling | Rhind, Graham R. Verfasser aut Building and maintaining a European direct marketing database Graham R. Rhind Aldershot, Hampshire <<[u.a.]>> Gower 1994 XVIII, 297 S. graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 295 - 297 Direct marketing -- Europe -- Databases Database management -- Europe Europa HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016859885&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rhind, Graham R. Building and maintaining a European direct marketing database Direct marketing -- Europe -- Databases Database management -- Europe |
| title | Building and maintaining a European direct marketing database |
| title_auth | Building and maintaining a European direct marketing database |
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| title_full | Building and maintaining a European direct marketing database Graham R. Rhind |
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| title_full_unstemmed | Building and maintaining a European direct marketing database Graham R. Rhind |
| title_short | Building and maintaining a European direct marketing database |
| title_sort | building and maintaining a european direct marketing database |
| topic | Direct marketing -- Europe -- Databases Database management -- Europe |
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