2002 NCDM (Summer) 1. 개괄 2. 주제내 특이점 3. 주요 사례연구 4. Conference 의 소감 - PowerPoint PPT Presentation

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2002 NCDM (Summer) 1. 개괄 2. 주제내 특이점 3. 주요 사례연구 4. Conference 의 소감 첨부 : DBM 의 성공 및 실패 요인 / DBM 과 CRM 의 비교 Yangkelovich 사의 시장조사 결과 ( 미국인의 인식 / 의식구조 ) 발표주제 (7 개 영역 53 개 주제 ) 일람표 발표 주제별 내용 요약 발표주제 자료 (CD/ 인쇄물 / 음성 ) Solution 업체 Brochure

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2002 NCDM (Summer) 1. 개괄 2. 주제내 특이점 3. 주요 사례연구 4. Conference 의 소감

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2002 ncdm summer 1 2 3 4 conference

2002 NCDM (Summer)

1.

2.

3.

4. Conference

: DBM / DBM CRM

Yangkelovich ( /)

(7 53 )

(CD//)

Solution Brochure

CRM CRM /


2002 ncdm summer 1 2 3 4 conference

1.

CRM .

Database , Direct DM/TM .

Database Direct Fact-based Data .

Database CRM NCCRM NCDM(Database Marketing) .

(Direct/Database/Segment /1:1/CRM)


2002 ncdm summer 1 2 3 4 conference

Database CRM CRM .

CRM / CRM 50% 20% CRM CRM .

CRM CRM . CRM 2~5 . 6(3~5 ) .


2002 ncdm summer 1 2 3 4 conference

Full-scale CRM . CRM is on-going.

, CRM CRM CRM .

: The Future of CRM

Targeted CRM

Insightful CRM

Efficient CRM

Practical CRM

: DBM

DBM CRM


2002 ncdm summer 1 2 3 4 conference

2.

/DBM/CRM

( ) (STP/Data Direct Mail/ )

emotion ( DW )

(Permission )Yangkelovich( . )

2010 Retail Store 50% ( )

CRM ( )

Customer Intimacy /


2002 ncdm summer 1 2 3 4 conference

Market reseach / (Yangkelovich 78 vs 02)

DW ( . ) (Consotium . - )

Segment ROI (LTV )

Solution (Text Mining)

(//)

Behavior Attitude ( / )

5R (Readable/Right/Relevent/Reach/Reinforcing)

Tactic (Quick-win)

Web Focus Group Interview

Cross-culture CRM


2002 ncdm summer 1 2 3 4 conference

3.

Circuit City (Off-line On-line )

IBM ( )

Starwood Rresort (- -DM )

Telecommunications

(RiskLTV Matrix / )

Caterpillar (LTV S/R )

Auto Insurance Modeling( )

Retail (3 Top 95% )

Safeway Savings Club( , )

A Web Quiz(DM vs EM 70:6)

Isuzu Trucks(Model to predict putchase-> program cost : 50%)


2002 ncdm summer 1 2 3 4 conference

: DBM (CRM ) <The 9 Mistakes> 1. Lack of a marketing Strategy 2. Focus on Price instead of Service(Loyalty) 3. Failure to use tests & controls 4. Too big and delayed(slow) 5. Failure to use the web 6. Building In-House 7. Treating all customers alike 8. Failure to develop a retention program 9. Lack of a forceful leader

<Rules for Success> 1. Put yourself in your customers shoes 2. Build a lifetime value table 3. Build a database team 4. Think small, and think fast 5. Keep your eye on the bottom line


2002 ncdm summer 1 2 3 4 conference

: DBM CRM

CRM , Database .

(Focus)

  • ,

  • ,

  • , / ROI

  • ROI

  • , ,

Database

CRM


2002 ncdm summer 1 2 3 4 conference

Yangkelovich ( /)

1. Key Findings

most vocal are most valuable

( .)

consumers have clear channel preference

( 76%, 8% , 7%)

(/ : 1 62%, 2 28%)

on-line is important to the consumers

( , ,

)


2002 ncdm summer 1 2 3 4 conference

2. : 52%

: 73%

Spam : 87%

DM Offer : 84%

DM : 73%

57%, 10%

50% //DVD/CD, 45%

: 65%, Spa 9% ( )

911 / .


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