efficient database marketing
DESCRIPTION
A Marketing Database Alone Does Not Guarantee Revenues! What a marketing database must facilitate collection of accurate and relevant customer information (such as building a comprehensive Marketing Customer Information File - MICF); determining profitability of customers; enable segmentation of customers based on profitability and actionable segments and develop tactics to increase revenues, lower costs, improve profitability and enhance retention.TRANSCRIPT
Analyzing and Energizing Customer
Profitability
Efficient Database Marketing
Capture profitabi l ity of every product
owned or service procured by a customer on
a monthly basis
Based on product / service profitabi l ity
amounts, customer scoring, ranking and
segmentation
Introduce active behavior modification
programs such as cross-sell ing, up sel l ing,
retention, referral building, product pricing
HOW TO MEASURE CUSTOMER PROFITABILITY
Monthly
Profitabil ity
Customer
Segmentation
Behavior
Modification
Collection of accurate and
relevant information by building
a Comprehensive Marketing
Customer Information File
(MICF)
Determining profitabil ity of
customers
Segmentation of customers
based on profitabil ity and
actionable segments
Develop Tactics to:
o Increase Revenues
o Lower Costs
o Improve Profitabil ity
o Enhance Retention
Customer
Data
Collection
Customer
Profitabil ity
Customer
Segmentation
Tactics
W H A T A M A R K E T I N G D A T A B A S E M U S T F A C I L I T A T E
A MARKETING DATABASE Alone Does Not GUARANTEE REVENUES!
Customers
Loyalty Programs
Specif ic Pricing
Frequent Buyer
Programs
Prospects
Communication
Inculcate Dialogs
– Listen to the
Voice of
Prospective
Customers
Employees
Recognition
Performance
measurement
Incentives
Why Modify Behavior? To Improve Overall
Profitabil ity
III. DEVELOPING STRATEGIES FOR BEHAVIOR MODIFICATION
A n a l y z i n g
d a t a t o g a i n
a c t i o n a b l e
i n s i g h t s
I m p l e m e n t i n g
p r o f i l i n g ,
m o d e l i n g ,
s c o r i n g a n d
s e g m e n t a t i o n
o f p r o f i l e s
II. CONVERTING DATA TO
BUSINESS INTELLIGENCE
Collecting
accurate and
relevant
information
Verifying and
validat ing information
Storing and
updating
information on a
database
Making the
database available to marketers
I. CUSTOMER INFORMATION
DATABASE MARKETING PROCESS
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Let your database leverage business growth and maximize marketing ROI. Gain a power packed, targeted and intelligent platform. Ask Us How
DATABASE KNOWLEDGE STATISTICAL EXPERTISE
TECHNOLOGY SOLUTIONS
IMP
RO
VE
CU
ST
OM
ER
SA
TIS
FA
CT
ION
PREDICT
What Customers Most Likely Need
What Behavior Change Will
Improve Profitability
DR
IVE
MA
RK
ET
ING
RO
I AN
D P
RO
FIT
S
LET YOUR DATABASE DEVELOP MARKETING STRATEGIES
AND GAIN ACTIONABLE CUSTOMER SEGMENTS