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- 3. ©
Database
Definition
◦ A customer list to which has been added information
about the characteristics and the transactions of
these customers. Businesses use it to cultivate
customers and develop statistical profiles of
prospects most like their present customers
Marketing Research 7th Edition
Aaker, Kumar, Day
- 4. ©
Need
◦ Define your target group
◦ Go into your database
◦ Create a matched set
◦ Expose the test variable
◦ Minimize other marketing efforts while the test is
going on
◦ Allow test program enough time to work
◦ Measure results by comparing the two groups’
sales
◦ Take action. If test results warrant going ahead,
then
◦ Implement it
Marketing Research 7th Edition
Aaker, Kumar, Day
- 5. ©
Elements
◦ A unique identifier such as an ID or match code
◦ Name and title of individual and/or organization
◦ Mailing address, including ZIP Code
◦ Telephone number
◦ Source of order, inquiry, or referral
◦ Date and Purchase details of first transaction
◦ Recency/frequency/monetary transaction history
◦ Credit history and rating
◦ Relevant demographic data for consumer buyers
◦ Relevant organizational data for industrial buyers
Marketing Research 7th Edition
Aaker, Kumar, Day
- 6. ©
Benefits
◦ Customers are easier to retain than acquire
◦ Determine their “lifetime value”
◦ Developing relationships with customers
Marketing Research 7th Edition
Aaker, Kumar, Day
- 7. ©
Rebate Cards
Suggestion Cards
Warranty Registration Cards
Free Subscription Offer Cards
Directly Ask Consumers
Marketing Research 7th Edition
Aaker, Kumar, Day
- 8. ©
Guerilla Tactics
Get the product right
Use low-tech targeting and creative thinking
Use other people’s data (OPD) first
Buy new media
Marketing Research 7th Edition
Aaker, Kumar, Day
- 9. ©
Active
Inactive
Inquiries
Value Added Databases
◦ Overlay of multiple databases
Marketing Research 7th Edition
Aaker, Kumar, Day
- 10. ©
Recency of Purchase
Frequency of Purchase
Monetary Value of Purchase
Validating Prospect Profiles
Benefits of Database Marketing
Marketing Research 7th Edition
Aaker, Kumar, Day
- 11. ©
Fundamentals
E-commerce influence
◦ The impact of the net on purchases made entirely
off-line
E-commerce ordering
◦ Captures the orders that are placed on-line but paid
for later via telephone or in-store
E-commerce buying
◦ Combines ordering and paying on-line
Marketing Research 7th Edition
Aaker, Kumar, Day
- 12. ©
Real-time marketing
◦ The marketing process of personally customizing
goods or services that continuously update
themselves to track changing customer needs,
without intervention by corporate personnel, and
often without conscious or overt input from the
customer
Marketing Research 7th Edition
Aaker, Kumar, Day
- 13. ©
Relationship Marketing Incorporates Three
Elements
Identifying and building a database of current and
potential consumers which records and cross-
references a wide range of demographic and
purchase information
Delivering differential messages to these people
through established and new media channels
based on consumers' characteristics and
preferences
Tracking each relationship to monitor the cost of
acquiring the consumer and the lifetime value of
his/her purchases
Marketing Research 7th Edition
Aaker, Kumar, Day
- 14. ©
The process of developing and implementing
various forms of persuasive communications
programs with customers and prospects over
time
The goal of the IMC is to influence or directly
affect the behavior of the selected
communications audience
Marketing Research 7th Edition
Aaker, Kumar, Day
- 15. ©
Qualitative Methods
Jury of Executive Opinion
Sales Force Estimates
Surveys of Customer Intentions
Delphi Approach
Marketing Research 7th Edition
Aaker, Kumar, Day
