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Customized Book Catalogs for Targeted Marketing Success

Bookworm Inc. aims to design tailored catalogs for customers to enhance targeted marketing strategies. By analyzing survey responses, order history, and customer preferences, we create personalized book recommendations for improved customer engagement. Collaborating with demographers, statisticians, and anthropologists, we group customers with similar preferences and generate catalogs based on recent books and customer profiles. Join Bookworm Inc. for a data-driven approach to maximize marketing impact and customer satisfaction.

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Customized Book Catalogs for Targeted Marketing Success

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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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