Data collected from internal or external sources to help make marketing decisions.
Something that actually exists and can be proven; reality; truth.
An approximate judgment or careful calculation about the impact of a product.
A forecast of something to happen
What happens to products, estimates or predictions based on changes.
Original data or facts collected for a purpose.
Information and conclusions gathered from reviewing primary data.
Information or records from within an organization.
Information or records from outside an organization.
Fan Loyalty Card/Program
Promotional program that generates fan loyalty and provides incentives and rewards for attending game and buying food and merchandise. The card has a magnetic strip that is read by a bar code reader to feed information into a computer system.
The paths people follow as they move within an event to purchase items; also includes the entrances and exits.
Fiber Optic Network
Handles data from voice and data links, concession stands, scoreboards, security cameras, sound systems, interactive kiosks, and video production centers.
A computerized means of collecting, sorting and filtering information on either your own customers or your competitors (internal or external data).
The worldwide computer system that allows communication and information sharing among people. A method of conducting secondary marketing research.
Internal records and secondary marketing data about vendors to a sport/event. Include terms of sale, record of on-time delivery, and responses to problem orders.
Sifting through very large amounts of data for useful information. Uses computer programs to reveal trends, patterns, and relationships. Attempts to discover hidden rules underlying the data. Also called data surfing.
Provides information about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen.
Secondary information that has been collected by others for the purposes other than the project at hand.
A method using the telephone to obtain primary information to be stored in a database.
A method of asking questions to obtain primary information to be stored in a database. Can be in-person, by mail, by telephone, or via the internet.
Search Engine/Search Provider
Allows users to search the internet for information. Examples are Google, Bing, Yahoo, AskJeeves, ask.com, about.com, and botw.org.
An expression of someone’s view, value system, or appraisal about a particular issue.
Questions a person is to answer in his or her own words.
Questions a person must answer by choosing from a limited, predetermined set of responses.
Deals with descriptions (Quality). Data can be observed but not measured. Colors, textures, smells, tastes, appearance, beauty, etc.
Deals with numbers (Quantity). Data which can be measured. Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
“Electronic” marketing; the practice of marketing by means of the Internet.