世界最大广告公司奥美品牌思想

&Ogilvy&Mather成功经理人(CRM)VladimirMJordanovDecember2nd,2000OglivyInteractiveBeijingBoot-camp&Ogilvy&Mather成功经理人成功经理人In-depthanalysisofcustomerbehaviorandattributes.Applyingoftheachievedknowledgeintheformulationofmarketingcampaigns,strategiesandtreatmentplans.Morethanjustasetoftechnologies–itisaprocess.&Ogilvy&Mather成功经理人Companyexistence–questforprofit.ThreewaystoincreasetheprofitabilityofthecustomerbaseAcquiremorecustomersOptimizethevalueoftheexistingcustomersRetaintherightcustomerslongerAcquiringnewcustomercost5-10timesmorethatretainingtheexistingoneLoyalcustomerswillwillbuymoreandarewillingtopaypremiumprices20/80rule–20%ofthecustomersgenerate80%oftherevenue&Ogilvy&Mather成功经理人(continued)Serviceleadersenjoythefollowingadvantageovertheirlow-servicecompetitors:Theygrowtwiceasfast.Theyexperiencea6%annualgrowthvs.a1%shareloss(theytakecustomersawayfromtheircompetitors).Theycancharge10%morefromtheirproductsandstilltakecustomersaway.Theyenjoy12%vs.1%averagereturnonsales.Industrystatisticsshowthat68%ofcustomerswalkawaybecauseofpoorcustomerservice.&Ogilvy&Mather成功经理人MassMarketingTargetMarketingCRM&Ogilvy&Mather成功经理人ReplacedtheintimacyofdirectsalesOnewaycommunicationWidegeographicdistributionLostisthepersonaltouchwiththecustomerMassmarketingwasenabledtroughthetechnologicalimprovementsinTV,radio,printedpress&Ogilvy&Mather成功经理人Directmail,telemarketingReceivingcustomerresponseLackofspecificdata,averageresponserateIslandsofinformation&Ogilvy&Mather成功经理人Nextevolutionarystep,backtointimacyCustomerloyaltybuildon:Understandingofcustomerswants,needsandvaluesInteractivitywiththecustomerinthewaycustomerprefer&Ogilvy&Mather成功经理人AssessWhoarethecustomers–demographicsandlifestyle?Wheredotheylive?Whataretheyworth?Whatistheirlifetimevaluepotential?Whatandhowdotheybuy?Howcantheybereached?Howhavetheyrespondedtopromotionsinthepastandtroughwhichchannelstheyprefertobereached?PlanExecuteExecutionandmanagementofthemarketingcampaignsandcustomertreatmentplans.Datagathering.&Ogilvy&Mather成功经理人ArchitectureDatawarehouseDatastructureandarchitecture–80%oftheservicecostAnalysis,ProfilingCustomerInteractionSalesforceautomationsystem.CallcenterTheInternet&Ogilvy&Mather成功经理人TwobasicsetoftoolsDatacollectiontoolsAnalyticalanddatadeliverytoolsDatawarehouseDataarcheologyDepthandbreadthofdataContactinformationHouseholdinformationGroupinformationCustomerhistoryPromotionhistoryProductpurchase/usagehistoryTransactionrollupCustomerservicehistorySurveyandcustomerresponsedataDemographic,psychographics,firmographicand/orcreditdataCustomerinteractioninformation&Ogilvy&Mather成功经理人(continued)DataextractionandcleansingDatamanagementandstorageScalabilityandopentechnologies&Ogilvy&Mather成功经理人Applications,PlatformsVignette,Websphere,Broadvisionetc…CommunicationchannelsTraditionaldirectmarketing,Electronicdirectmarketing,callcenterDatamining,customerprofilebuildingDatawarehousingOracle,SQL,DB2,Sybaseetc…DataanalysisandprofilingeSpective,Webtrendsetc…&Ogilvy&Mather成功经理人成功经理人FocusedonCRMElectronicDataMarketing(EDM)MOglivy&Ogilvy&Mather成功经理人DoesOgilvyInteractivemanagetherelationswithitsclients?How?Howcanweimprove?Howourcompetitionmanagetherelationshipwithitscustomers?&Ogilvy&Mather成功经理人TechnologystrategyobjectivesTechnology–StrategickeyfocusKeytechnologiesandskillsTrainingPlanTechnologyLaboratoryWorkwithothercompaniesandorganizationsServicesprovidedbytheTechnologygroup&Ogilvy&Mather成功经理人TobeatechnologycenterofexcellenceamongtheInteractivegroupsintheregionandworldwide.Toexcelbestpracticesandtechnologiesintheregionandworldwide.Tobeontheleadingedgeofthenewtechnologies.Tobeinnovative.Improve,improve,improve&Ogilvy&Mather成功经理人–StrategickeyfocusCurrentlyusedtechnologiesContentManagementSystemActiveServerPagesandWebApplicationsDevelopmentLightandMediumBackendDatabaseDevelopmentFuturetechnologiesMobileCRMASPModelConsultingtechnologiesHeavybackenddatabasedevelopment.Fullscaletransactionbasede-commercesolutions.ERPandon-linesupplychainmanagement&Ogilvy&Mather成功经理人OperatingSystems–Linux,SunSolaris,WindowsNTetc…PlatformsandWebApplicationServers–Zope,Domino,Netscape,