5-数据库营销

©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.5.WhatEveryDirectMarketerNeedsToKnowAboutMarketingDatabases1©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2Whydowehavedatabases? Toknowourcustomers Whatproductstosellthem Howtoretainthem Howtofindmorelikethem©DirectMarketingAssociation3 WhatisDatabaseMarketing?Definition• Thecollection,analysis,anduseofinformationaboutcustomersandtheirbuyinghabits,demographicinformation,lifestyles,andothersuchdata.• Thisinformationisusedtobuildprofilesofcustomers,totargetcustomersegments,todeveloppersonalizedmail,tobuildrelationshipsandtoencouragerepeatpurchase,increaselifetimevalue,andpromoteloyalty.©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation4DatabaseMarketing• Usingyourdatabasetobuildrelationshipswithcustomerscanbehighlyprofitable • It’slike“MarketingwithaMemory” Howwelldoyouknowyourcustomers?©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation5• Beforeyoubuildyourmarketingdatabase,youhavetohaveasourceofinformationaboutcustomers• 3waysyoucanstarttobuildnamesandinformationonpeople3GettingStarted©2010SmithBrowningDirect,Inc.AllRightsReserved. 63Waystogetinformationonprospectsandcustomers1. Compileyourownlist– Customers,websiteregistrants,inquirers,eventattendees,referrals,andothers2. Rentalist– Otherorganization’slists• Magazines,catalogs,charities,membershiporganizationsandothers– Compiledlists3. Exchangelistswithbusinesspartners©2010SmithBrowningDirect,Inc.AllRightsReserved. 7183MMpeoplein121MMhomesLifeevents Manyselections,likenewhomeowners• Consumerlistsources:– Telephonelistings– Publicrecords:deeds,birthrecords,etc.– Voterregistrations,automobileownership– SurveysandProductRegistrations• CensustractdataDemographics CompiledLists©2010SmithBrowningDirect,Inc.AllRightsReserved. 8• Businesslistsources:– Telephonedirectories– Publicrecords– Professionalassociations– Commercialdirectories• Overlaidwithindustrydata18MMprofessionalsin15MMcompaniesSizeofcompany TypeofCompanyCompiledListsBusinessTitles ©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation9Rentinganothercompany’slist–OutsideRentalLists• Directmailresponders• Buyers,donors,members• Subscribers• Magazines,newslettersCharities Museums Catalogs ©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation10Warning!Beforeyoumailtooutsidelists• MergePurge(duplicateelimination) Savemoney,avoidirritation Avoidmailingtocurrentcustomers©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation11TypesofInformationtokeep• Name,address,phone,email• Promotionsandresponses• Purchaseandbehavioraldata– Alltransactionsindetail– Paymenthistory• Demographicsandlifestyledata©DirectMarketingAssociation12 ConsolidatedCustomer MarketingDatabase 1.Transactions 6.Appended Data 3.PromotionsandResponses 5.WebBehavior 4.LTV,RFM,ModelScores Segment#,StatusLevel RFM 2.SuppressionData What  Is  Kept  in  a  Database  Record  ©DirectMarketingAssociation13 CustomerSegmentation ModelsandAnalytics ConsolidatedCustomer MarketingDatabase How  Is  the  Database  Used?      DirectMailCampaignsEmailCampaigns MobileCampaigns StatusLevelRewardsDefectionPredictionWebsiteRecognition©DirectMarketingAssociation14 Case:Databaseanalysisimprovesacquisition Charitycomparedrevenuefromdonorstogeography  UsedZipCodeAnalysis  Results60%ofdonationscamefrom17%ofthezipcodes. 60%17%  Action:Targetotherprospectswholivedinsamezipcodes.  Increasedrevenue  Focusedonmostlikelyareasfirst  Nexttheymovedtothenextbestzipcodes  Youalreadyhaveaddressesonyourfile.  Inexpensivetouseitforsegmentation ©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation15MostImportantElementBehavioralData:relatingtothepurchasingandusagetraitsofyourcustomers:• Usedtoguidemarketingstrategy• Usedtosegmentandselectaudiences• Usedtodeterminecustomervalue• Usedtocustomizeoffersandcreative• Usedtoallocateyourbudget©2010SmithBrowningDirect,Inc.AllRightsReserved. 16BehavioralData:relatingtothepurchasingandusagetraitsofyourcustomers:• RecencyFrequencyMonetary-spendpatterns-– Basedoncustomer’slastpurchase,#oftimestheybuy,amountofmoneytheyspend– Willfindyourbestcustomers(mostrecent,mostfrequent,highestspend)• Don’tassumethateveryoneisanequallygoodprospectforyourproduct.• Identifyandclearlydefineyourtargetcustomer.• InvestbasedonReturnonInvestment1.Transactions ©DirectMarketingAssociation17 How  to  Compute  a  Recency  Code  1. Putthemostrecentpurchasedateintoeverycustomerrecord2. Sortdatabasebythatpurchasedate-newesttooldest3. Divideinto5equalgroups-Quintiles4. Numbergroups“5”(mostrecent)to“1”(mostancient)5. Putquintilenumberineachcustomerrecord1. 2. -3. 5—4. 515. 51©DirectMarketingAssociation18 3.49%1.25%1.08%0.63%0.26%0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%54321ResponseRateRecencyQuintile Response  by  Recency  Quin5le  MostRecentMostAncient©DirectMarketingAssociation19 Ho