MVC_Building_Business

MVC_Building_Business - 2988.1 MarketingDecisionSciences:...

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2988.1 Marketing Decision Sciences: Marketing Decision Sciences: Building Businesses Building Businesses and Customer Relationships and Customer Relationships Not Models Not Models DiaMondSUG 2001 Mark Van Clieaf mark@mvcinternational.com MVC Associates International www.mvcinternational.com 416-489-1917 / 813-891-6644 Toronto • Chicago • Tampa © Copyright 1988, 2000, MVC Associates International
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2988.2 Customer Insight: Customer Insight: Taking Organizations to a Taking Organizations to a Brave New World Of Customer Centric Marketing Brave New World Of Customer Centric Marketing Mass vs. Target Marketing What the Internet has taught us about CRM Key CRM Measurement Principles Three Waves of Customer Centric Wave 1 - Loyalty / Frequency Wave 2 - Customer Value Optimization Wave 3- Dynamic Customer Management ( true CRM ) Datamining - Customer Not Campaign Centric Branding in a Digital / CRM World - customer processes and models integrated From Analyst to General Manager the New Career Path © Copyright 1999, MVC Associates International
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2988.3 Customer Relationship Management Customer Relationship Management CRM / E-CRM CRM / E-CRM Has become a catch-all term for many - confusion ! Most enterprises do not really understand the organizational / change management / metric issues of true implementation Forrester Research suggests the Web will assist in technology migration around legacy systems The web is fragmenting marketing applications for CRM / E-CRM because technology vs. client driven: ( separate suppliers / datamarts for e-mail / affiliate programs, call centers / e-promotions / banners etc ) © Copyright 1999, MVC Associates International
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2988.4 A New Marketing Mindset One to One Enterprise The Loyalty Effect Reicheld All Consumers Are Not Created Equal Hallberg The New MaxiMarketing The Profit Zone Grow to Be Great Real Time McKenna NetGain Digital Darwinsim Schwartz Futerize Your Enterprise Siegel Customers.Com Seybold Now or Never Modahl © Copyright, MVC Associates International, 1998
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2988.5 Companies Want A Single, Integrated Companies Want A Single, Integrated View, But Have Work To Do View, But Have Work To Do Somewhat 10% Not really 52% Not at all 36% Yes 2% Probably 40% Unlikely 22% Yes 38% Now 2001 “Do you have a single, integrated view of the customer today? Will you in two years?” Source: Forrester Research MVC Associates International
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2988.6 Marketing Investment Optimization Across An Integrated Growth Framework © Copyright, MVC Associates International, 1998 Product Attribute Geography / Channel Customer 1) Value 2) Processes 3) Segments 4) Information Management Branding Bundling Bonding Billing
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2988.7
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This note was uploaded on 06/08/2009 for the course MRKT 303 taught by Professor Staff during the Spring '08 term at S.E. Louisiana.

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MVC_Building_Business - 2988.1 MarketingDecisionSciences:...

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