What in the world is SQL?

As I have emphasized many times throughout my blog, technology is opening new doors in the world of marketing everyday. The simple days of marketing are over, and we as soon-to-be graduates are at the forefront of this new technological world.

SQL or Structured Query Language, is a special language that is used to manage various online databases. SQL offers a wide variety of different options from running queries to retrieving data & everything in between. SQL is a standard coding language that management can use to communicate with different data bases. “You can communicate directly with the database, extract exactly what you need, and because your procedure is there written in code and not lost in a series of manual copies, pastes, and filters, you can re-run it at any time and easily find and fix errors in your process,” (Vault Analytics). Within this database there are numerous different tables which are each storing different parts of you company’s data, like user behaviors or actions, some store your content.

If you are anything like me, that last paragraph makes no sense to you what so ever, none.

This is a 43 minute Google Lecture video that I thought would help better understand and grasp the concept a little bit more. Although after watching that it still sounds like a foreign language to me.

After continuing to do some more research, I found an article by UO Technology which helped me understand what all SQL could really do.

Screen Shot 2013-10-24 at 1.10.19 PM

Here is a list of companies who are currently using SQL:

  1. Nielsen
  2. Kantar Group
  3. Ipsos
  4. Westat
  5. IRI

Database marketing is a marketing segmentation technique that can use programs such as SQL to communicate and deliver personalized messages to their customers. “Database marketing is a process of identifying, collecting, and analyzing significant information from all sources, internal and external, about your customers, leads and prospects to drive strategic marketing and sales decisions.”

650px version ESG_ Beyond RDBMS Infographic(5)

In other words, SQL can help create personalized content for each individual customer by segmenting them by geographic location, day of birth, and any recent activity of a consumer that is related to the specific company. A simple “Happy Birthday” message from a specific company or brand you have connected with in the past can instantly create brand loyalty between the company and the customer.


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