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Database Marketing

Database Marketing. Fall 2012 MKTG 455 Hettche. Lecture Overview. IDEA Chapter 8 (data sources) DMEF 4. CIF. Customer information file

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Database Marketing

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  1. Database Marketing Fall 2012 MKTG 455 Hettche

  2. Lecture Overview • IDEA • Chapter 8 (data sources) • DMEF 4

  3. CIF • Customer information file • A primary objective in database marketing is to find the optimal set of marketing activities that over time will maximize a customer’s long-term profit contribution (190).

  4. Three step process • Determine goal/objective • Determine available data types • Procure data types from source

  5. Types of customer data Topology • Customer identification data • Demographic data • Psychographic or lifestyle data • Transaction data • Marketing action data • Enhancement data (other)

  6. Customer identification data • NCOA • The standard fee is three dollars per thousand with an NCOA hit rate of 3% • That is typically standardized to conform to USPS requirements including zip +4 code

  7. Demographic data • Age of head of household • Family income • Family size • Occupation of head of household • Marital status • Presence of children • Length of residence • Education level • Own or rent • type of dwelling • Car ownership • Gender • race

  8. Transactional data Transactional data Demographic data Prospects

  9. Psychographic or lifestyle data Activities Vacation hobbies Entertainment Club membership sports Interest Job family Fashion Food media Opinions Politics Business Economics Education Products culture

  10. question What is “Market mavenism”? What is a maven? Product usage is often considered to be a psychographic variable

  11. Consumer response lists • List of individuals who have some identifiable product interest. For example: martial art equipment, digital cameras, gardening supplies. • Buyer lists • Subscription lists

  12. VALS

  13. Transactional data • Purchase date • Purchased with • Sizes • Prices • Purchase amount • Method of payment • Discount • Sales tax • Return code • Allowances • Salesperson ID • Click stream data • customer complaints • customer satisfaction scores

  14. Marketing action data • Marketing efforts directing customers and prospects • Transactional information is the (customer and prospect’s) responses to marketing effects

  15. FICO Score • Experian • Trans Union • Equifax

  16. U.S. Census data

  17. Enhancement data • The big four

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