❖ AllowingBaMfulWl vieSwiotuf tahetioBnMWIIIcustomer
delivers smarter targeting and profitgenerating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
BMW automobile and financial services customer
How BMW measures return on ❖ Consistent minevaseusretmmeennt atnd
❖ Creators People who understand strategy Build loyalty and repeat sales
❖ You need both kinds!
❖ In 2000,SBMituWabtuioiltnaAronbuasltycsuisstomer and
prospect database designed to:
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Secure BMW’s place in its customers’ lives by identifying which households are good targets
A realization of the brand promise
❖Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
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How BMW Buyers Make PerPsounracl hPraosfitefroDmePcuirscihoanses=
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Which customers will deliver additional revenue through financial services products
❖ BMW nowBhMasWa cSeintturaal tsiyosntemIIof
measurement
The BMW Report Center monitors communications and response from prospects and customers
❖Measurement includes cost per response and cost per sale
a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
❖ Constructors People who build databases Merge/Purge, Hardware, Software
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programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined
宝马整合营销渠道案例（英）
How brand marketing has evolved
❖ 1950 - 2000 Brands built by mass advertising
❖ 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
Provide a comprehensive view of the automotive and financial services BMW customer
Deliver short term, incremental revenue through opportunistic marketing programs
❖ BMW now has the ability to view prospects as well customers in its universe
This allows BMW to view the full shopperowner cycle from first point of contact, through sale and cross sale
❖ 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
❖ 2001 BMW brings them all together
BMW Buyers Not Necessarily ❖ BMW custDomrievres nwabnty: Price