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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
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What Is Kept in a Database Record 数据记录中都包含了哪些信息？
2. Suppression Data 压缩数据
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3 Ways to get information on prospects and customers 获取潜在客户及现有客户信息的三种方法
3. Exchange lists with business partners
与业务合作伙伴交换名录
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Compiled Lists 已建立的名录 • Consumer list sources: 消费者名录来源：
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四、
Types of Information to keep 信息的类型包含
• Name, address, phone, email 姓名，地址，电话，电子邮件 • Promotions and responses 促销和响应 • Purchase and behavioral data 购买和行为数据 – All transactions in detail 所有交易细节 – Payment history 付款记录 • Demographics and lifestyle data 人口统计和生活方式数据
直邮响应者
• Buyers, donors, members
购买者，捐助者，会员
• Subscribers
订阅者
Catalogs
Charities
Museums
• Magazines, newsletters
杂志，通讯
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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”
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三、如何获取数据
• Before you build your marketing database, you have to have a source of information about customers 在建立自己的营销数据库之前， 你必须要有相关客户的信息来源 • 3 ways you can start to build names and information on people 通过3种方式，你就可以开始建 立有关人名和信息的数据
Results 60% of donations came from 17% of the zip codes. > Used Zip Code Analysis 运用邮政编码分析
结果是超过60%的捐助来自于17%的邮政编码区域 Action: Target other prospects who lived in same zip codes. 行动：目标为其他居住在同一邮政编码地址上的潜在客户 Increased revenue 增加收入 Next they moved to the next best zip codes 接下来转向次好的邮编地址区域
– Other organization’s lists 其他机构的名录 • Magazines, catalogs, charities, membership organizations and others 杂志，目录，慈善机构，会员组织及其他机构 – Compiled lists 编纂过的名录
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
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4. LTV, RFM, Model Scores Segment #, Status Level 客户终身价值，RFM， 模型评级，身份级别
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How Is the Database Used? 如何应用数据库
Email Campaigns 电子邮件营销活动 Mobile Campaigns 手机营销活动 Consolidated Customer Marketing Database 整合过的客户数据库 Status Level Rewards 身份级别相应的奖励 Direct Mail Campaigns 直邮活动
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Warning! Before you mail to outside lists 警告！利用外部名录邮寄之前
• Merge Purge (duplicate elimination) 合并清洗（数据去重） Save money, avoid irritation 节约资金，避免激怒客户 Avoid mailing to current customers 避免将邮件发给当前客户
Many selections, like new homeowners
重大事件 Life events
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Compiled Lists
已建立的名录
• Business list sources: 企业名录来源：
Customer Segmentation 客户细分
Models and Analytics 建模与分析
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Website Recognition 网站识别（优化）
Defection Prediction 缺省（缺陷）预测 13
Case: Database analysis improves acquisition 案例：数据库分析可以提高客户拥有量
You already have addresses on your file. 经拥有了地址 已 Inexpensive to use it for segmentation利用数据库进行市场细分成本较低 revenue from donors to geography Charity compared 根据捐助者的捐款额与其居住的地理位置进行比较
– Telephone directories 电话黄页 – Public records 公共记录 – Professional Size of associations company 专业协会 – Commercial directories 商业目录
18MM professionals in 15MM companies
Type of Company
行业类别 Business Titles
• Overlaid with industry data 附有行业数据的
公司规模 8
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Renting another company’s list 租用另一家公司的名录 – Outside Rental Lists 外部租用名录 • Direct mail responders
1. Compile your own list 建立自己的名录
– Customers, website registrants, inquirers, event attendees, referrals, and others 网站注册者，咨询者，活动参与者，被介绍者及其他
2. Rent a list 租借名录
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What is Database Marketing? 二、什ollection, 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 profiles 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。