CH 7 - Customer Relationship Management A Databased...

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Customer Relationship Management A Databased Approach V. Kumar Werner J. Reinartz Instructor’s Presentation Slides
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Chapter Seven Using Databases
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Topics Discussed Types of databases The Benefits of Marketing Databases The Uses of Marketing Databases
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Types of Databases Categorization: Based on their main business functions Databases managing business operations Databases supporting decision-making activities Alternate categorization: According to the information included in the databases Based on the nature of the underlying marketing activities Based on the database technology used
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Categorization Based on Information in the Databases Types of databases: Customer database Prospect database Cluster database Enhancement database
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Customer Database Data from active and inactive customers Basic information: name, address, zip code, and telephone number Demographic information: age, gender, marital status, education, number of people in household, income Psychographic information: values, activities, interests, preference Transaction history: frequency of purchase, amount of spending Other relevant information: inquiries and referrals, satisfaction, loyalty
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Customer Database (contd.) Data from inactive customers: How long have the customers been inactive? How long have they been active? What was their purchasing pattern when they were active? How much did they spend? How were they initially acquired? Why are they inactive?
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Examples for Customer Database D&B’s U.S Marketing File: Customer database comprising of telemarketing, direct mail, competitor analysis and other types of data pertaining to 18.5 million small, privately owned and large publicly owned businesses InfoBaseR eProducts –from Acxiom provides the user companies with the email addresses of their customers email marketing - most inexpensive profit-generating marketing tool -- to augment companies’ direct mail or other channels of communication with customers
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Customer Database – CRM at Work: Email marketing at Blockbuster Email marketing : Targeted Personalized offers
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