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?1998 -2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 31 How do you get demographic and psychographic data? 如何获取人口统计和消费心理数据？ ?? Analyze customer purchases 分析客户购买情况 ?? Survey customers 调查客户 ?? Rent information from providers and append if available 从供应商租用信息数据，如有可能追加信息 ?1998 -2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 32 S urvey C ustomers 调查客户 Kraft Foods customizes magazine based on responses 卡夫食品 定制 基于回应的杂志 ?? Age ?? Family size ?? Cooking style ?? Language preference ?1998 -2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 33 六、数据库的应用 Using your database in improve pro ? ts 利用数据库提高利润 Segmenting your list （一）名录细分 --- 二八法则 ?2010 Smith Browning Direct, Inc. All Rights Reserved. 34 Sales 80% Customers 20% Paretos Law - The 80/20 Rule 帕累托法则 --- 二八法则 If everyone gets the same promotion, budgets are wasted and profits suffer. 如果向所有人进行同样的推销，那么预算肯定会浪费，利润也会受到影响。 Case: Air freight Company ( 80 - 20 Rule) 案例：航空运输公司（ 80-20 法则 ） ?? Fierce competitive environment ?? Appended Firmographics to customer database –? Industry segment, sales volume, # employees ?? Found: 10 industries (out of 1,050) = 50% of customers and 80% of revenue ?? Allocated new customer prospecting budget to only those 10 business segments to find more customers who “looked like” their best customers –? Targeted only 500,000 companies, not 24 million universe ?? Protected their customers from new competitors marketing. And grew their share of business in these 10 critical industries ?? 激烈的竞争环境 ?? 追加企业统
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