1. Information Gathering
2.04
Information Gathering

2. Sources of Internal Sport/Event Records
Tickets sold
Merchandise sold
Invoices
Purchase orders
Technology

3. Data Mining From Technology
Clickstream data:provide information about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen via cookies
Direct delivery: writing viewers' own Internet service provider systems, which require knowledge of multiple computer language systems
Text Files: use of word-processing programs and are stored on computer networks, hard drives, and/or software
Internet Service Providers (ISP): enables visitors to access the World Wide Web directory or to use a search engine to find company information.

4. Pros/Cons of Internal Source Data
No cost
Easily available
Relevant
Cons
Limited scope

5. Secondary Data
statistical material which is not originated an entity but obtained from another organization's records

6. Reasons to Use External Data
Obtain greater breadth of information
Answers questions internal data may not
Industry
Competition
Market

7. Sources of External data
Government sources
Journals/periodicals
Commercial data
Demographic reports
Kotler, p104