The new marketing database contains a broad range of information oPnageth- 7e BMW consumer
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
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Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Strengthen BMW brand perception at the individual customer level
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Core Communications Program
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together
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BMW Buyers Not Necessarily Driven by Price
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How BMW measures return on investment
Consistent measurement and enhancement of
BMW marketing programs
Ability to prioritize prospects and customers based on their likelihood to buy
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BMW Database Marketing Goals
Improve the effectiveness of marketing 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 BMW automobile and financial services customer
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2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
Which vehicle owners are best targets for credit cards? 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 after they have disposed of their BMW?
Systematic use of customized information to attract and retain customers
Facilitate mutually beneficial and relevant information exchanges
Increase owner loyalty and customer acquisition rates
Identification of “low hanging fruit” – programs
that can be quickly implemented to generate
revenue in the short term
Refinement of customபைடு நூலகம்r communications
measurement
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BMW Relationship Marketing Objectives
Use the marketing database to realize a communications dialogue with both our prospects and our customers
customers
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Relationship Marketing Strategy
The Database
All programs are built on a state-of-the-art customer relationship management database which provides:
BMW customers want:
A realization of the brand promise

Performance, safety, technology, innovation
Recognition
Service
Information
Convenience
Helpfulness
You need both kinds!
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Situation Analysis
In 2000, BMW built a robust customer and prospect database designed to:
Provide a comprehensive view of the automotive and financial services BMW customer Deliver short term, incremental revenue through opportunistic marketing programs 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 for additional BMW purchases
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BMW Situation II
BMW now has a central system of measurement
The BMW Report Center monitors
communications and response from prospects and
customers
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Two kinds of database marketing people Constructors
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
整合营销渠道—宝马案例
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Client Name
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising
1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
More information on owners and prospects than BMW has ever assembled before Powerful tools to support BMW loyalty and prospect conversion programs Automated communication that supports the Owner Experience

Measurement includes cost per response and cost
per sale
BMW now has the ability to view prospects as well customers in its universe
This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
customers Maintain existing BMW household records Keep communication costs down while