Why the shop knew what you wanted
You look at trainers on a web shop. An hour later the shop shows you the same trainers on another site. The next day it emails you a small offer.
Nobody in the shop watched you. Digital systems counted your visit and matched it to an offer. Today you see what such systems do for sales, design and staff records.
Key words
| Word | What it means | Example |
|---|---|---|
| Sales and marketing | finding customers and selling to them | |
| Analytics | tools that count and study what people do | visits to a web page |
| Market research | finding out what customers want | |
| Brand | the name, look and values people link to a firm | |
| Personalise | to change what you offer so it fits one person | |
| Customer retention | keeping customers so they buy again | |
| Personal data | information about a living person who can be named or found | |
| SQL | a language for asking questions of data held in tables | |
| Human Resources | the team that looks after staff, often called HR | |
| Performance management | setting goals for staff and reviewing how they do |
The cells students fill in are left blank in this preview.
By the end of this lesson
Note
I can describe how a digital system helps sales and marketing, design and development, and Human Resources.
Starter: what you already know
Have a go
Starter: what you already know
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
Sales and marketing find and keep customers
Digital systems help a firm learn who its customers are. Market research is quicker with online surveys. Social media promotes the brand. A web shop sells all day.
Analytics show what each customer looks at. The firm can then personalise offers. Happy customers come back. That is customer retention.
Sales and marketing: system and benefit
| What the system does | Benefit to the firm |
|---|---|
| Online survey and reviews | Better market research |
| Posts on social media | Promotes the brand to many people |
| Web shop with card payment | Online selling, open at any time |
| Shows each visitor items like ones they viewed | Personal offers that fit the customer, from studying their behaviour |
| Email offers and loyalty points | Customers come back, so better retention |
| Search and social media analytics | Shows what works and what to stop |
| A clear brand look and message online | The firm stands out from rivals and shows its values |
The cells students fill in are left blank in this preview.
An analytics question in SQL
-- Which page gets the most visitors in total?
SELECT page, SUM(visitors) AS total
FROM visits
GROUP BY page
ORDER BY total DESC;Check: sales and marketing
Have a go
Check: sales and marketing
4 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.