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Bookworm Inc.

Bookworm Inc. . Designing Catalogs for Targeted Marketing. Company Background. Online Bookstore Annual Revenue : $6 million Tot.Market For Online Books:$2.4 billion Competitors: Amazon.com, Barnes & Noble etc.

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Bookworm Inc.

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  1. Bookworm Inc. Designing Catalogs for Targeted Marketing

  2. Company Background • Online Bookstore • Annual Revenue : $6 million • Tot.Market For Online Books:$2.4 billion • Competitors: Amazon.com, Barnes & Noble etc. • Objective: Design customized catalogs for customers to facilitate targeted marketing

  3. Sample Survey • For each category (mysteries, history etc.), each customer is ranked, on the basis of: • Ranks assigned by her in the survey • Her responses to the other questions (Interests, Industry etc.) in the survey • Her order history • Rank(customer,category)=function(survey responses, order history) Customer Id:_____ Location:______ Rank the following on a scale of 0 to 5, where 0=No Interest and 5=High Interest 1) Mysteries 2) History 3) Politics Education Level:____, Ed.Type:_____ Industry:________,Position:_________ Annual Income:______ Interests:______, Ethnicity:_________ Sex:____,Marital Status:___________ No. of children:____,Birth date:______

  4. EER Diagram (1,N) Includes Catalog (1,N) (0,N) Mail_to (0,N) (0,N) (0,N) (0,N) Category Ranks Customer Member_of (0,N) (0,N) Places (1,N) (0,N) (1,1) Ranks (1,N) Order Ranks (0,N) (0,N) Includes (0,N) (0,N) (1,1) (1,N) (0,N) (0,N) Books Writes Author Ranks Ranks Club (0,N)

  5. Microsoft Access: Relationships

  6. Customer Grouping • Customer Ranks: Based on Survey. • Group customers who have similar preferences. • e.g. High preference for Politics, Secondary Preference for History and low for Mysteries. • Similarly other customers grouped. • Future Customer Rank: based on Survey, Order-History & Background. • Demographers, Statisticians and Anthropologists needed. (We are hiring, Apply now)

  7. Catalog Generation Query • Generate catalogs for each group of customers. • Selection of recent books: More books in primary category, fewer in secondary. • Future Selection: Based on publishing date, sales, reviews, author etc.

  8. What can be done • Acquiring new customers • Customized catalogs • Targeted market campaign • Better keep existing customers • Customer profile • Book club recommendations • Cost saving tests • Mails offer to a sample of customers • Uses sample response information to determine the “Roll” mailing

  9. Sample Report

  10. Next step… • Data mining • Real time marketing • Customized website • Email campaign

  11. THANK YOU • GROUP 4: - Sharvari Prabhu - Per Ingelgard - Shantanu Tripathi - Jiahe Zhu Bookworm Inc.

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