Sportsline.com Using Data Warehousing and Database Marketing Term Paper

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Sports Line.com, founded in 1994, is the Internet's leading website in Sports media and e-commerce related to sporting goods products. The content of the website includes one million pages of sports related news, information, merchandise, magazine subscriptions and other services. The site also produces the content for major league baseball, the European NFL league and the PGA tour. In addition it provides sports news for many of the major Internet Service Providers including Netzero, America Online, Excite and Netscape. (About Sportsline.com)

Much of the company's success is due to the integration of data warehousing and database marketing into its' e-business solution. The company uses this technology to achieve the following; manage enormous amounts of data, refine their systems to keep up with the rapidly emerging Internet, incorporate data from various sources and analyze incoming data in real time. (Matrix) This allows Sportsline.com to store important data such as customer names, demographics, and purchasing tendencies, which provides the company with the information that they need to market effectively.

In January of 2001 Sportsline.com announced that it had broken a record in the fourth quarter of 2000 when its' data warehouse technology recorded 2.8 billion page views. Which means that 30.2 million people visited the site per day and over 100 million a week. The firms' data warehouse also found that there were over 3.5 million registered and active users of the site in the fourth quarter of 2000. The data warehouse technology also enables Sportsline to compare data from previous quarters.

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The comparison found that there were only 11.6 million page views in the same quarter of the previous year, which marked an increase of 161% in a single year. In addition the comparison found that registered users had increased 118% from 1.6 million in the previous year. (Sportsline.com Has Record Quarter For Page Views)

The increase in traffic on the site allows the company to use database marketing to attract customers. Founder and CEO of Sportsline.com Michael Levy Noted, "This growth strengthens our ability to offer integrated sales and marketing packages to our customers using cutting-edge technology to deliver their message to our highly attractive customers. With all of our baseball fantasy products being offered free of charge and the strong promotion we'll receive from CBS Sports during the NCAA Men's Basketball Championship, we anticipate being able to build on this momentum." (Sportsline.com Has Record Quarter For Page Views)

More recently the company has had to update its' data warehousing technology to meet the growing demands of users; the site has recorded as many as 150 million page views within a two hour period. The increase in users of the site prompted the company to examine its' traffic analysis software that had been in use for six years they discovered that there old technology could not meet the needs of….....

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