361 database lecture sp 2011 jan. 26

361 database lecture sp 2011 jan. 26 - database The heart...

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database The heart of the customer-centric approach
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The Database Marketing Process Readiness Assessment Stakeholders Identified Stakeholder Interviews Resources DBM Experience Needs Identified Success Metrics Corporate Objectives Supporting Analytics Marketing Objectives Segmentation Schema Creative Briefs Sourcing Plan Available Technologies Needs Identified Product/Offer Inventory Set Priorities Information Convergence Technology Strategy Data Strategy User Interviews Needs Analysis Customers Data Hygiene Consolidation Prospects Data Feed Data Feed Data Feed Data Feed Data Feed Data Feed Data Feed Data Feed MARKETING DATABASE Stakeholder Signoffs Campaign Testing Plan Measurement Plan Segmentation Plan Creative Platforms Tactical Implementation Direct Mail Interactive Media Other Communication Matrix RESPONSES Field Notification Field Disposition Follow-Up To Sale Fulfillment Analytics Source: KnowledgeBase Marketing, Inc.
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Two Kinds of Database People • Constructors People who build databases Merge/Purge, Hardware, Software • Creators People who understand strategy Build loyalty and repeat sales • You need both kinds!
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What is a database Essentially, it is a list. And a list of lists This listing of information can become extremely detailed and the engine that drives it can dynamically link variables – easily.
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Mkt. vs. operational Operational database: the nuts and bolts of business transactions Marketing database: a communications planning and implementation tool
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Operational Databases
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This note was uploaded on 07/14/2011 for the course ISC 361 taught by Professor Staff during the Spring '11 term at Kentucky.

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361 database lecture sp 2011 jan. 26 - database The heart...

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