By Robert C. Blattberg
Database advertising and marketing is on the crossroads of expertise, enterprise process, and client dating administration. Enabled via refined info and communique platforms, today’s businesses have the ability to learn client info to notify and improve each part of the enterprise―from branding and advertising campaigns to provide chain administration to worker education to new product improvement. in response to many years of collective learn, instructing, and alertness within the box, the authors current the main accomplished therapy so far of database advertising, integrating thought and perform. offering rigorous types, methodologies, and methods (including facts assortment, box checking out, and predictive modeling), and illustrating them via dozens of examples, the authors disguise the total spectrum of ideas and subject matters relating to database marketing.
"This is a wonderful in-depth evaluate of either recognized and intensely contemporary subject matters in shopper administration versions. it really is an absolute needs to for dealers who are looking to increase their wisdom on shopper analytics." (Peter C. Verhoef, Professor of selling, college of Economics and company, collage of Groningen)
"A magnificent mixture of relevance and complex but comprehensible analytical fabric. it may be a customary reference within the region for lots of years." (Don Lehmann, George E. Warren Professor of industrial, Columbia enterprise School)
"The name tells much concerning the book's approach―though the canopy reads, "database," the content material is generally approximately buyers and that is the place the real-world motion is. most delightful is the excellent tale – in case after case – which basically explains what the research and ideas rather suggest. this can be a necessary learn for these attracted to database advertising, patron courting administration and patron optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.)
"In this journey de strength of cautious scholarship, the authors canvass the ever increasing literature on database advertising. This e-book turns into a useful reference or textual content for a person training, gaining knowledge of, educating or learning the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills affiliate Professor of built-in advertising Communications, Northwestern University)
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Extra info for Database Marketing : Analyzing and Managing Customers
One interpretation of these results is that while having a good customer database enhances performance, it is all too easy to over-invest in sophisticated technology that does not pay out. These two studies provide an initial set of evidence relating the compilation and utilization of customer data to customer relationships and to ﬁrm performance. The evidence is not deﬁnitive, and there are several avenues that need investigation. For example, Reinartz et al. (2004) do not isolate the role of customer data, treating it as a part of CRM eﬀorts.
They want to charge high prices to their loyal customers but cannot do so because the competing ﬁrm can attract these “loyals” with a steeply discounted coupon. As a result, prices for loyal customers are not high enough to eﬀect price discrimination, and prices for switchers (customers in the middle of the Hotelling line) are very low as these customers are relatively indiﬀerent between ﬁrms. Shaﬀer and Zhang (1995) present a rather dismal view of database marketing simply as a vehicle for competing more intensively.
Also ﬁnd that even taking into account investment costs, if the ﬁrms have roughly the same number of loyal customers, proﬁts for both ﬁrms are higher with targeting than without. So database marketing is a “win-win” for the industry. If the loyal segments are unbalanced, presumably it is the stronger ﬁrm that wins. Chen and Iyer (2002) provide a diﬀerent perspective on the role of imperfect targeting by changing the analysis in two ways. First, customers are located on a Hotelling line, similar to Shaﬀer and Zhang, and no ﬁrm commands absolute loyalty.
Database Marketing : Analyzing and Managing Customers by Robert C. Blattberg