5丶数据库营销(定稿).pdf

5. What Every Direct Marketer Needs To Know About Marketing Databases 数据库营销 直复营销人员需要了解的营销数据库知识 ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 1 Why do we have databases? 一、为什么要建立数据库？  To know our customers 了解顾客  What products to sell them 要卖什么产品  How to retain them 如何维护客户  How to find more like them 如何寻找更多的和他们一样的客户 Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 2 What is Database Marketing? 二、什么是数据库营销？ Definition 定义 • The collection, analysis, and use of information about customers and their buying habits, demographic information, lifestyles, and other such data. 收集、分析和使用客户信息以及购买习惯、人口统计信息、生 活方式及其他有关数据。 • This information is used to build profi les of customers, to target customer segments, to develop personalized mail, to build relationships and to encourage repeat purchase, increase lifetime value, and promote loyalty. 使用这些信息建立客户档案，锁定目标客户群，开发个性化邮 件，建立客户关系并鼓励重复购买，提高终身价值及客户忠诚度。 ©Direct Marketing Association 3 Database Marketing 数据库营销 How well do you know your customers? 你对你的客户了解多少？ • Using your database to build relationships with customers can be highly profitable 通过使用您的数据库与客户建立关系，可以获取高额 利润 • It’s like “Marketing with a Memory” 这就像是“带有记忆的市场营销” Direct Marketing Association ©1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 4 三、如何获取数据 • Before you build your marketing