Customer Relationship Management (CRM): Databases an...

 

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy. The problem i ...

This paper argues that the speed with which consumer insights and information can now be fed back to managements are now much faster than they used to be, even on a daily basis, but that this has not ...

In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication ( ...

Professor Merlin Stone and Neil Woodcock, of WCL (a change management and CRM consultancy), discuss a new model of customer management (CMAT) and good practice in customer acquisition, penetration and ...

In this article Andrew Greenyer, director of customer relationship solutions at Group 1 Software, reviews the role of data in business, examines how data availability is becoming more limited, and des ...

This is a practical paper which presents a model for better use of existing customer feedback data, or 'dirty data', within organizations, rather than sole reliance external research and purchased mod ...

This paper describes an application of automated website synthesis and uncertainty reasoning for customer preference management (CPM), particularly in the context of web-based customer relationship ma ...

This paper examines the challenges of using a large CRM database as a sampling frame for research purposes. It is based on Centurion's experiences of designing, developing and implementing such system ...

As revolutionary advances are made in information and communication, one of the recent industries taking advantages of the new technology is CRM, showing the inevitable response to the increasing cust ...

This paper focuses on helping CRM and analytics managers choose the analytic approaches and tools that best match an organization's readiness to receive and use them. CRM and analytic leaders often be ...

In the modern business world, organisations are increasingly focused on their customers. This paper describes the role of data mining in customer relationship management. Data mining is the 'heart' of ...

The article looks at web activity data and its use in customer management; also the challenges posed by clickstream data for prospect database management. Clickstream contains a mass of data and prope ...

The current availability of on-line direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates the ...

Simmons Market Research and Looking Glass have taken a truly innovative step which has produced the next generation of powerful database marketing. Together, they have married two worlds - consumer ma ...

A critical discussion of `cross-selling', the practice of one supplier trying to sell other products to its database (e.g. gas suppliers also sell water or electricity; banks cross-selling insurance p ...

Many organisations claimed to use the `balanced scorecard business model' to manage their business, but few in the UK have yet introduced the necessary integrated measurement systems. This paper shows ...

Discusses `analytical customer relationship management' (aCRM). CRM requires a total view of customers, but the data needed to support this is often unavailable or scattered over many computer sites a ...

Frequency Shopper (FS) databases have been around for almost a decade. However, only in recent years have they begun to be exploited for their full analytical potential. It is our conclusion that the ...

Discusses the methods, and the costs, of acquiring customers. A marketing database is essential. How customer acquisition and retention costs can be measured.

Data-driven marketing (gathering and using data on customers' buying habits and lifestyles) has become one of marketing's most important trends. Discusses the requirements for successful database buil ...

Database marketing is the answer to the increasing difficulty of getting and keeping the attention of consumers. It is a way of forming and cementing relationships. Example: the Healthcare Database Pr ...

This paper looks at how the relationship between the U.K. market research and database marketing industry has evolved over the last decade, the problems encountered and opportunities for both industri ...

Databases contain missing, incorrect, and noisy data. It is crucial to clean up a database as much as possible before extracting decision making information from it. The paper describes three examples ...

Information technology (IT) is one of the major areas of technological innovations. The consequences of information technology for society, marketing and market research are enormous and will lead to ...

Discusses `one-to-one' database marketing. It is presented as the method for the future, but we never seem to get there. The article defines what one-to-one marketing means: using the information prov ...

A discussion of the development of databases and their implications for marketing. They are making `relationship' or `one-to-one' marketing possible. The increasing power of new technology (for the sa ...

This paper describes a new approach to data warehousing, in focusing the data warehousing solutions on the every day needs of data end-users. This new approach is called User Information System to sho ...

Forecasts what marketing information will be like in 10 years time, i.e. in 2005. Recent developments in scanner technology are summarised to illustrate how new developments are taken up and reach cri ...

The proposition is examined here that modeling what actually happens in customer/marketer information search and two-way responses is helpful for designing effective advertising programs. A 20-step, ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...