logging in or signing up DDM 2006 Chapter2 chandrasunilbly Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 12 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: April 19, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Databases: Lecture 2 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Class Rules: Attend every class 100% & never be late. Attention to be focused on the class Be courteous to other students No late assignments Participate in class Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Learning Objectives: Define “direct & database marketing” (DDM) Understand & apply DDM concepts and methods Understand concept of integrated marketing & the role of DDM “Hands-on” practice with DDM software Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 “The New Direct Marketing is an information driven marketing process, made possible by database technology, that enables marketers to develop, test, implement, measure, and appropriately modify customized marketing programs and strategies.” New Direct Marketing, 3rd Edition, by David Shepard Associates Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 What are the tangible elements of direct marketing? Consists of ways of thinking, principles and tangible elements Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct Marketing’s Tangible Elements The database itself Communications that invite a direct response Direct distribution of goods Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Database Definition: A marketing database is a comprehensive collection of interrelated data serving multiple applications, allowing timely and accurate on-demand retrieval of relevant data, and having a data management system independent of application. Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Key aspects: Interrelated data Multiple applications Data management system Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Alternative Definition: A marketing database is a list of customers and prospects records that enables strategic analysis, and individual selections of communication and customer service support. That data is organized around the customer. Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 The Database - Interactive Marketing’s Essential Difference: who our customers are what they buy leads to what they want from us how much they are worth to us = create relationships over time Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Handling Customers ‘Over Time’ : The customer database allows you to understand your customers history with you and so predict their future needs Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Database marketing: customer focus get to know customer because you start recording your transactions with them company initiates contact that invites a response Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing: Uses mass media when addressing new prospects Uses personal media-direct mail, telemarketing, when developing relationships with existing customers Focus on customers, rather than products get to know customer because you start recording your transactions with them Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Example: Why Databases Fail (.ppt) CRM Strategies inHealthcare (.ppt) Customer Acquisition & Modeling (.ppt) Data Mining 101 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing: measurement Marketers analyse behaviour to predict best responding people & the best offers to make Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing: Is more expensive, on a per-customer basis A way of buying a closer relationship customer First individual information Subsequent precision & control in customer contact I.e., Marketers analyse behaviour to predict best responding people & the best offers to make Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 A Complete System of Marketing: market analysis and research segmentation and positioning making an offer creating relationships … are all done within a database marketing framework Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Reasons for growth: Business: Ever more competition Drive for cost-effectiveness Interest in consumer retention & loyalty Continuing drop in computer processing costs Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 DDM Advantages: Lead grading Customized targeting at the right time New information & past results help formulate strategy Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 DDM Advantages: Information can drive new programs & fuel new revenue sources Information can foster new new services & generate repeat orders Ongoing communication efforts can increase customer loyalty Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 You do not have the permission to view this presentation. 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DDM 2006 Chapter2 chandrasunilbly Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 12 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: April 19, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Databases: Lecture 2 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Class Rules: Attend every class 100% & never be late. Attention to be focused on the class Be courteous to other students No late assignments Participate in class Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Learning Objectives: Define “direct & database marketing” (DDM) Understand & apply DDM concepts and methods Understand concept of integrated marketing & the role of DDM “Hands-on” practice with DDM software Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 “The New Direct Marketing is an information driven marketing process, made possible by database technology, that enables marketers to develop, test, implement, measure, and appropriately modify customized marketing programs and strategies.” New Direct Marketing, 3rd Edition, by David Shepard Associates Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 What are the tangible elements of direct marketing? Consists of ways of thinking, principles and tangible elements Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct Marketing’s Tangible Elements The database itself Communications that invite a direct response Direct distribution of goods Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Database Definition: A marketing database is a comprehensive collection of interrelated data serving multiple applications, allowing timely and accurate on-demand retrieval of relevant data, and having a data management system independent of application. Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Key aspects: Interrelated data Multiple applications Data management system Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Alternative Definition: A marketing database is a list of customers and prospects records that enables strategic analysis, and individual selections of communication and customer service support. That data is organized around the customer. Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 The Database - Interactive Marketing’s Essential Difference: who our customers are what they buy leads to what they want from us how much they are worth to us = create relationships over time Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Handling Customers ‘Over Time’ : The customer database allows you to understand your customers history with you and so predict their future needs Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Database marketing: customer focus get to know customer because you start recording your transactions with them company initiates contact that invites a response Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing: Uses mass media when addressing new prospects Uses personal media-direct mail, telemarketing, when developing relationships with existing customers Focus on customers, rather than products get to know customer because you start recording your transactions with them Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Example: Why Databases Fail (.ppt) CRM Strategies inHealthcare (.ppt) Customer Acquisition & Modeling (.ppt) Data Mining 101 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing: measurement Marketers analyse behaviour to predict best responding people & the best offers to make Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing: Is more expensive, on a per-customer basis A way of buying a closer relationship customer First individual information Subsequent precision & control in customer contact I.e., Marketers analyse behaviour to predict best responding people & the best offers to make Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 A Complete System of Marketing: market analysis and research segmentation and positioning making an offer creating relationships … are all done within a database marketing framework Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Reasons for growth: Business: Ever more competition Drive for cost-effectiveness Interest in consumer retention & loyalty Continuing drop in computer processing costs Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 DDM Advantages: Lead grading Customized targeting at the right time New information & past results help formulate strategy Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 DDM Advantages: Information can drive new programs & fuel new revenue sources Information can foster new new services & generate repeat orders Ongoing communication efforts can increase customer loyalty Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006 Direct & Database Marketing 2006 : Zhong Qiao Ji Tuan 2006 Direct & Database Marketing 2006