1. Learning Objective
Marketers frequently have occasion to focus on data in one or several
tables that is most relevant to the problem they are trying to solve. And
they often need to sort data or aggregate the values in one or more fields.
Explain what feature(s) of ACCESS can be used to select out certain fields
from one or several tables. Explain, for example, how you would select
out just the name and phone numbers from a customer table containing
many fields then sort the names alphabetically. Given a table that contains
all the data from the year, how would you select out only the purchases
made in July or August and only for regions 2 or 3. What would you do
to add up all those separate July and August revenues to get a single
overall value? What would you do to have the database report separate
average revenue values for July and August? What would you do to
subtract overall costs (found in a separate table) from overall revenues?
You would use the query-by-example grid including the sort, criteria, and
total rows. You would also be using the Group By and Where functions in
the total query row along with the Sum and Average functions of the total
query. You would also need to know how to use the And/Or logic of the
query by example grid and the Expression Builder.

3. The life buoy when you are drowning in data is a Query.
I’m drowning in
data, too much data.
Help me! Save me!
The life buoy
when you are
drowning in
data is a
Query.

4. A query permits us to isolate and focus
attention on the data that are essential
to understand and resolve a business
problem. The query does this by
pulling out of one or more tables only
the fields that are relevant to the issue
at hand.
Unlike a table that exists physically on
the hard drive, queries exist only as
virtual tables or dynasets. They look
like tables but lack independent
physical existence. Data values in
queries are dynamic, derived from the
underlying tables and subject to
change as the data in the underlying
table changes.

5. TAAPS Virtual Table/Dynaset Address this question. If you create a
query, run it and look at the results,
close it, then without making any changes
in the query, run it again, will the
results of the query look the same or
different than the first time you ran it?
Virtual Table/Dynaset
Unlike a table that exists physically on
the hard drive, queries exist only as
virtual tables or dynasets. They look
like tables but lack independent
physical existence. Data values in
queries are dynamic, derived from the
underlying tables and subject to
change as the data in the underlying
table changes.

6. Problem: to focus on data in one or several
Marketers frequently have occasion
to focus on data in one or several
tables that is most relevant to the
problem they are trying to solve. And they
often need to sort data or aggregate the values
in one or more fields. Explain what feature(s)
of ACCESS can be used to select out certain
fields from one or several tables. Explain, for
example, how you would select out just the
name and phone numbers from a customer
table containing many fields, then sort the
names alphabetically.
I’m drowning in
data, too much data.
Help me! Save me!

7. $ Productivity Drivers Creation of Value Through Exchange
Competition: $ $ (Falling Prices) $
Productivity
Drivers
$ $ $
$ $ $
$ $ $
$ $ $
Mass Marketing Customize, target low incidence, high value customers
Mass Customization
DATABASE
Marketer Pushes Product (Queries, Mail Merge) Customer Pulls Product (Web App)
1 to to 1
Segmentation
& Targeting
Identifying Segments
Measuring Market Segment Value:
Predicting Consumer Response (Models)
Cluster Analysis
Gain Scores
Lifetime Value Analysis
Non-Statistical
Table Design
Relationship Editor
--Joins: 1 to 1, 1 to ∞. ∞ to ∞
Queries
--Select Query (Bring data from one or more tables into virtual table.)
● Sort
● And / Or Logic
RFM (current customers)
Market Basket Analysis (Web, Directed Web, Apriori)
+Error: False Positive
-Error: False Negative
Will Buy
Won’t Buy

8. Solution: Use a query to select out and focus on subset
of fields within
a single table.

9. Solution: Sort data in a query using sort row: ascending/ descending
options. Use
Show field—
uncheck-- to sort
on field but not
have it appear.

10. Solution:
Pulling data out of multiple tables varies little from pulling it out of just one table. Just post both tables, then pull fields down as you would with a single table.

11. Problem:
When pulling data out of multiple tables, the tables must be linked by a join. If the tables
are not linked in that way—as below—every
record in one table is linked with every record
in the other.
I’m drowning in
data, too much data.
Help me! Save me!

12. Solution: Though no data is pulled from the transaction
table, it must be posted as a bridge table that
links the two tables from which we are pulling
data. This solves the problem discussed on
the previous slide.

13. Workshop Exercise Start at the relationship editor. Identify which
tables and fields are needed. Then create the
query.
-- Create a query that reports the first and last name
of the bride and the city and state where she lives
in that order. Sort on last name, then on first
name.
of the bride, the name of the music group which
will play at the reception (pname), the price for the
group, and the genre of the group in that order.
Sort by genre, then by group name.

14. Question 1

15. Question 2

16. Given a table that Problem: contains all the data from the year,
how would you
select out only the purchases
made in July or August and only
for regions 2 or 3.
I’m drowning in
data, too much data.
Help me! Save me! 7

17. Solution:
Enter values into criteria rows. Only records that meet those criteria are selected

18. Problem: Be careful in how you combine criteria
in different columns. Here >100 applies
to apparel but not to flowers. Apparel
must be >100, but flowers can be less.
I’m drowning in
data, too much data.
Help me! Save me!

19. Solution:
Here >100 applies to apparel and to flowers. Apparel and flowers must both be >100 for records to be selected.

20. And/Or Logic: Criterion Record Status flowers > $100 Logic
And/Or Logic:
Criterion Record Status
flowers > $100
Logic
Criteria on
different rows
same row

21. Solution:
OR logic operates vertically and is inclusive since records are kept if they meet any of the criteria.
AND logic operates horizontally (criteria must appear in the same row) and is more exclusive. Records must meet both criteria to be kept.
Or Logic
music or flowers or food
And Logic
food class and less than $50

22. Solution: Markets may be segmented very
precisely using combinations of And / Or logic.

23. Workshop Exercise
Everafter staff must stay on top of when ceremonies will be held
in order to schedule their work load. If you sort the ceremonies
from the last one that will be held to the first that is recorded in
the database, what is the last name of the bride whose ceremony
will occur earliest among the final 6 ceremonies in the database?
(Your answer will be the last name.)
How many brides are there in the database who are either Black or
Hispanic and who live in Virginia (VA)?
Focus on the marketing mode and genre of music to evaluate the
effectiveness of past marketing efforts in various media. How
many brides were brought in by radio or telephone
and have booked country or piano music or were brought in by
word of mouth (wom).

24. Practice
Exercise
Question 1
Answer:

25. Practice
Exercise
Question 2
Answer:

26. Practice
Exercise
Question 3
Answer:

27. Due before next class:
Select Query Assignment.
Specified on Due Tab

28. Problem: What would you do to get a single aggregate value for
the number of ceremonies
held in a given month or the
total or average spending
broken down by month? In other words, what
can you do to add up or average or count all
the values for a particular field. Discuss the
implications of focusing on a count value
versus an average value verses a summed
value when analyzing marketing performance.
I’m drowning in
data, too much data.
Help me! Save me! 7

29. Solution: Click ∑ to open total row. Use one of
the aggregate functions (e.g. average,
sum, count) to combine all values into
a single aggregate value.

31. The Problem with Price

32. Relationship Buyers Transaction Buyers
“Here is the big secret. You can’t make much money
from transaction buyers. The money is in the
relationship buyers.”
Arthur Middleton Hughes

33. Problem: What would you do to subtract overall costs
(found in a separate
table) from overall
revenues--or to multiply
price times quantity or carry out any
other function involving two fields either
in separate tables or in the same table?
I’m drowning in
data, too much data.
Help me! Save me! 7

34. Principles of Table Design
Derived attributes--fields that can be
calculated from other fields--should not be
created.

35. Solution: Open the Expression Builder with the
icon. Open appropriate tables and post
the fields and numerical operators (+, -,
*, /) to do the calculation.

38. Workshop Exercise Start at the relationship editor. Identify which
tables and fields are needed. Then create the
query.
-- Create a query that identifies the product
by the PID and PName and that calculates
the commission you would earn if a product
is sold. Get commission by multiplying price
times finder fee. Sort the results from high
to low. What is the PID of the product that
yields the highest commission. How much
will Everafter earn from selling that product?

40. Workshop Exercise Start at the relationship editor. Identify which
tables and fields are needed. Then create the
query.
-- Now create a query that calculates the total
commission earned from selling each product.
You get this by multiplying the price times the
finders fee times the quantity and then
summing up all revenue earned. Group
on PID and sort from most profitable to least
profitable product. Which PID yields the most
profit. How much money does it yield?

42. What would you do to Problem: add up all the separate July and August
revenues to get a single
overall value? Be able
to differentiate the WHERE and GROUP
BY commands. What is the function of
these alternative commands?
I’m drowning in
data, too much data.
Help me! Save me! 7

43. Solution: Here is an example of a query with GROUP BY and its
result: three
separate values
since values are
grouped on city.

44. Solution: Here is an example of a query with WHERE in the
place of GROUP
BY. In this case,
all records that
meet the criteria
are put into one
overall group.

45. Group By Waynesboro Bridgewater Broadway Average: $6.40 $4.45 $8.25
Charlottesville $6.50
Broadway $9.00
Charlottesville $2.40
Bridgewater $5.70
Harrisonburg $2.30
Waynesboro $7.20
Average: $ $ $8.25
Waynesboro Bridgewater Broadway

46. Where Waynesboro Bridgewater Broadway Average: $5.58 Waynesboro $5.50
Charlottesville $6.50
Average: $5.58
Broadway $9.00
Charlottesville $2.40
Bridgewater $5.70
Harrisonburg $2.30
Waynesboro $7.20
Waynesboro
Bridgewater
Broadway

47. Workshop Exercise Start at the relationship editor. Identify which
tables and fields are needed. Then create the
query.
-- Calculate the average price charged by the
musicians affiliated with each agent. Which
agent (give the agent’s name) has the
highest average fee? What is the average
fee charged by musicians who have either
Musical Bookings Inc. or Musicians
Unlimited as an agent—report a single
value, the overall average.

48. Answer

49. Answer

50. Features to use:
Sort
And/Or Logic
Expression Builder
Total Query
Group By & Where

51. Identify language that suggests you must
Create a query that lists the name of each
product you sell. Subtract the cost of
purchasing the product from your sale price
of the product (to get the margin) for that
product. Rank order the products to determine
which have the highest margin. Now select out
the top three products and calculate the overall
average margin for those products.
Identify language that suggests you must
use particular features of ACCESS to run
the query.

52. Identify language that suggests you must
Select female customers who are 30 or
younger and everyone who has logged on to
your website within the last three months.
Count up the number of purchases each
person has made. Which customer has
purchased more than any other? How many
purchases have been made in the aggregate
by people with at least 5 purchases?
Identify language that suggests you must
use particular features of ACCESS to run
the query.

53. Due before next class:
Total Queries and
Expression Buidler
Assignment. Specified on
Total Queries Tab.