Direct marketing: Database marketing

 

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 paper details how online panels require input from many disciplines outside normal market research practice and, most interestingly, involves what, to many, is the antithesis of market research, ...

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 ...

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 ...

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 ...

This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained. It des ...

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 ...

This paper describes the use of research data to maximise the efficiency of one-to-one marketing, e.g. direct mail, by using market research data such as The Target Group Index (TGI) survey. TGI is ve ...

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 ...

This publication summarises in a convenient form the main economic, demographic, marketing, media and advertising statistics of 26 European countries. Outline maps of each country are included and ma ...

Databased marketing (DBM) is becoming more important, as powerful computing gets ever cheaper. DBM is far more than just mailing. If done well, it can have as profound an effect on corporate culture a ...

The utility of single-source data right across the advertising process is dramatic. Now, in addition to a familiar heritage of databases, it is providing useful new behavioural models - e.g. in media, ...

The article describes LWT's new panel SUPPORT (Supplementary Panels of Rotating Targets), set up to help identify more precise definitions of target market segments - especially among more affluent vi ...

Discusses the increasing demand for programming and fears that broadcasters will increasingly obtain programmes from the US, thus endangering national cultures. Analysis of AGB audience data from seve ...

The majority of advertising research deals in one form or another with conscious consumer responses to advertising itself: aided recall, recognition, playback, believability, attitudes towards adverti ...