Database Marketing

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Database Marketing
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DATABASE

• An ordered set of data

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MARKETING

• The process of planning and executing the
  conception, pricing, promotion and distribution
  of goods, ideas and services to create exchanges
  that satisfy individual and organizational
  objectives

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DATABASE MARKETING

• The efficient use of current database technology
  to organize data so that it yields useful
  information that promotes the marketing function.

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Herrera Financial Inc.
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Benefits of Database Marketing

• Find out what characteristics your best customers
  have in common so your next programs can target
  similar customers
• Calculate average lifetime value of your
  customers
• Determine which segments purchase which products
• Reward frequent customers and those who bring you
  the most revenue
• Data Mining

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Modular Systems Solutions

• Database Generator
• Storage Medium
• Cost-efficient
• Relationally Structured
• Cross-Referenced Hierarchical Structured
• Database Analyzer
• Evaluates data attributes
• Profile Customers
• Market Segmentation

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Modular Systems Solutions

• Database Profiler
• Analyze existing customers
• Patterns of best customers
• Reaction to advertising campaigns
• Other support services
• Merge Lists
• Lists Maintenance
• Standardization
• Key to success is to keep in touch with
  customers, updated data.

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Phases of Database Marketing

• Mystery List
• Basic Sales Databases
• Duplication of Data
• Buyer Databases
• Different Databases
• Executed by itself
• Overlap of information

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Phases of Database Marketing

• Co-ordinated Customer Orientation
• Single Database
• Focus on Customers
• Integrated Marketing
• Subsystems automatically updated
• PROBLEM links are made at key stages