最新版ebridge绝对实用.pptVIP

eBridge Database Marketing Managing a computerized relational database system that collects relevant data about customers and prospects that enables the marketer to provide better service and establish a life-time relationship with them. Successful use of the database has the effect of building loyalty, reducing attrition, and increasing customer satisfaction and sales. The database is used to target offerings to customers and prospects enabling the market to send the right message at the right time to the right people - increasing response rate per marketing dollar, lowering cost per order, building business, and increasing profits. Key learning Optimize customer’s life-time value in a cost effective way Loyal relationship, based on mutual understanding, based on personalized interactivity Right message / right time / right people Retention and acquisition Turn SELLING process into BUYING process Case study Gift service increase the customer retention rate and annual sales to existing customers in a cost-effective way Home entertainment use technology to deliver a useful product and increase its relevance to each customer Grocery shopping provide a service for a standard task that stands out from similar service and keeps customers by providing personalized service not only discounts Key elements A name list to start A dB SYSTEM to run Hardware software Marketing staff technology staff Integrate system Management personalization incentive / offering interactivity fulfillment Exercise Domino Pizza * Recognize Reward More information Do sth special Upgrade Cross sell Loyalty eBridge Marketing Engineh Queries Analysis Selection Campaign Mngt sales report DM/EM call center web site Real time Database Engine activity profile data real time marketing info Profiling Relevant history Activity Response Personalized web marketing *