奧美-客戶關(guān)系管理全英(存儲(chǔ)版)
【正文】 excel best practices and technologies in the region and worldwide. ? To be on the leading edge of the new technologies. ? To be innovative. ? Improve, improve, improve amp。 Ogilvy amp。 Ogilvy amp。 Ogilvy amp。 Mather 18 The Technology road ahead 20xx ? Technology strategy objectives ? Technology – Strategic key focus ? Key technologies and skills ? Training Plan ? Technology Laboratory ? Work with other panies and anizations ? Services provided by the Technology group amp。 Mather 14 CRM Environment ? Applications, Platforms ? Vigte, Websphere, Broadvision etc… ? Communication channels ? Traditional direct marketing, Electronic direct marketing, call center ? Data mining, customer profile building ? Data warehousing ? Oracle, SQL, DB2, Sybase etc… ? Data analysis and profiling ? eSpective, Webtrends etc… amp。 Mather 10 CRM Cycle ? Assess ? Who are the customers – demographics and lifestyle? ? Where do they live? ? What are they worth? What is their lifetime value potential? ? What and how do they buy? ? How can they be reached? How have they responded to promotions in the past and trough which channels they prefer to be reached? ? Plan ? Execute ? Execution and management of the marketing campaigns and customer treatment plans. ? Data gathering. amp。 Mather 6 Evolution of CRM ? Mass Marketing
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