Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
整合营销渠道——宝马案例( 英)
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
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
The new marketing database contains a broad range of information on the BMW consumer
Campaign, response, and financial service data 190 appended individual and household data points
integrated with DBM or mass advertising 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
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?
BMW Situation II
BMW now has a central system of measurement
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
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
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
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
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
+b (perceived brand value) - c (money cost) - d (time or in database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software