5、数据库营销(定稿)

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.5.WhatEveryDirectMarketerNeedsToKnowAboutMarketingDatabases数据库营销----直复营销人员需要了解的营销数据库知识1©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2Whydowehavedatabases?一、为什么要建立数据库？ Toknowourcustomers了解顾客 Whatproductstosellthem要卖什么产品 Howtoretainthem如何维护客户 Howtofindmorelikethem如何寻找更多的和他们一样的客户©DirectMarketingAssociation3WhatisDatabaseMarketing?二、什么是数据库营销？Definition定义• Thecollection,analysis,anduseofinformationaboutcustomersandtheirbuyinghabits,demographicinformation,lifestyles,andothersuchdata.收集、分析和使用客户信息以及购买习惯、人口统计信息、生活方式及其他有关数据。• Thisinformationisusedtobuildprofilesofcustomers,totargetcustomersegments,todeveloppersonalizedmail,tobuildrelationshipsandtoencouragerepeatpurchase,increaselifetimevalue,andpromoteloyalty.使用这些信息建立客户档案，锁定目标客户群，开发个性化邮件，建立客户关系并鼓励重复购买，提高终身价值及客户忠诚度。©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation4DatabaseMarketing数据库营销Howwelldoyouknowyourcustomers?你对你的客户了解多少？• Usingyourdatabasetobuildrelationshipswithcustomerscanbehighlyprofitable通过使用您的数据库与客户建立关系，可以获取高额利润• It’slike“MarketingwithaMemory”这就像是“带有记忆的市场营销”©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation5• Beforeyoubuildyourmarketingdatabase,youhavetohaveasourceofinformationaboutcustomers在建立自己的营销数据库之前，你必须要有相关客户的信息来源• 3waysyoucanstarttobuildnamesandinformationonpeople通过3种方式，你就可以开始建立有关人名和信息的数据三、如何获取数据63Waystogetinformationonprospectsandcustomers获取潜在客户及现有客户信息的三种方法1. Compileyourownlist建立自己的名录– Customers,websiteregistrants,inquirers,eventattendees,referrals,andothers网站注册者，咨询者，活动参与者，被介绍者及其他2. Rentalist租借名录– Otherorganization’slists其他机构的名录• Magazines,catalogs,charities,membershiporganizationsandothers杂志，目录，慈善机构，会员组织及其他机构– Compiledlists编纂过的名录3. Exchangelistswithbusinesspartners与业务合作伙伴交换名录©2010SmithBrowningDirect,Inc.AllRightsReserved.183MMpeoplein121MMhomesevents7Manyselections,likenewhomeownersLife消费者名录来源：– Telephonelistings电话黄页– Publicrecords:deeds,birthrecords,etc.公共记录：行为，出生记录等– Voterregistrations,automobileownership选民登记，汽车所有权– SurveysandProductRegistrations调查和产品注册• Censustractdata人口普查数据Demographics©2010SmithBrowningDirect,Inc.AllRightsReserved.CompiledLists已建立的名录• Consumerlistsources:人口统计信息重大事件©2010SmithBrowningDirect,Inc.AllRightsReserved.8企业名录来源：– Telephonedirectories电话黄页– Publicrecords公共记录– Professionalassociations专业协会– Commercialdirectories商业目录• Overlaidwithindustrydata附有行业数据的18MMprofessionalsin15MMcompaniesSizeofcompanyTypeofCompanyCompiledLists已建立的名录• Businesslistsources:BusinessTitles公司规模行业类别©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation9Rentinganothercompany’slist租用另一家公司的名录–OutsideRentalLists外部租用名录• Directmailresponders直邮响应者• Buyers,donors,members• 购买者，捐助者，会员Subscribers订阅者• Magazines,newsletters杂志，通讯CharitiesMuseumsCatalogs©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation10Warning!Beforeyoumailtooutsidelists警告！利用外部名录邮寄之前• MergePurge(duplicateelimination)合并清洗（数据去重） Savemoney,avoidirritation节约资金，避免激怒客户 Avoidmailingtocurrentcustomers避免将邮件发给当前客户©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation11TypesofInformationtokeep信息的类型包含• Name,address,phone,email姓名，地址，电话，电子邮件• Promotionsandresponses促销和响应• Purchaseandbehavioraldata购买和行为数据– Alltransactionsindetail所有交易细节– Paymenthistory付款记录• Demographicsandlifestyledata人口统计和生活方式数据四、1.Transactions交易（数据）6.AppendedData追加的数据3.PromotionsandResponses促销与响应5.WebBehavior网络行为（数据）ConsolidatedCustomerMarketingDatabase整合过的客户数据库4.LTV,RFM,ModelScoresSegment#,StatusLevel客户终身价值，RFM，模型评级，身份级别122.SuppressionData压缩数据WhatIsKeptinaDatabaseRecord数据记录中都包含了哪些信息？CustomerSegmentation客户细分ModelsandAnalytics建模与分析©DirectMarketingAssociation整合过的客户数据库DirectMailCampaigns直邮活动HowIstheDatabaseUsed?如何应用数据库EmailCampaigns电子邮件营销活动MobileCampaigns手机营销活动ConsolidatedCustomerMarketingDatabaseStatusLevelRewards身份级别相应的奖励DefectionPrediction缺省（缺陷）预测13WebsiteRecognition网站识别（优化）©DirectMarketingAssociation14Case:Databaseanalysisimprovesacquisition案例：数据库分析可以提高客户拥有量 Charitycomparedrevenuefromdonorstogeography根据捐助者的捐款额与其居住的地理位置进行比较 UsedZipCodeAnalysis运用邮政编码分析 Results60%ofdonationscamefrom17%ofthezipcodes.结果是超过60%的捐助来自于17%的邮政编码区域 Action:Targetotherprospectswholivedinsamezipcodes.行动：目标为其他居住在同一邮政编码地址上的潜在客户 Increasedrevenue增加收入 Focusedonmostlikelyareasfirst首先关注最有可能的区域 Nexttheymovedtothenextbestzipcodes接下来转向次好的邮编地址区域 Youalreadyhaveaddressesonyourfile.已经拥有了地址 Inexpensivetouseitforsegmentation利用数据库进行市场细分成本较低©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation15MostImportantElementBehavioralData:relatingtothepurchasingandusagetraitsofyourcustomers五、数据类型及用途（一）行为数据（与客户的购买和使用特点相关的数据）及用途行为数据的应用：• Usedtoguidemarketingstrategy用于指导营销策略• Usedtosegmentandselectaudiences用于细分和选择受众• Usedtodeterminecustomervalue用于确定顾客价值• Usedtocustomizeoffersandcreative用于提供个性化的诱因和创意• Usedtoallocateyourbudget用于分配你的预算©2010SmithBrowningDirect,Inc.AllRightsReserved.16BehavioralData:relatingtothepurchasingandusagetraitsofyourcustomers行为数据• RecencyFrequ