5、數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)(定稿)-資料下載頁(yè)
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【正文】 ntribution/Sales 總貢獻(xiàn) /銷(xiāo)售 Cost of Goods (50%) 商品成本（ 50%） Gross Margin 毛利潤(rùn) = 12 x $100 = $1,200 –$600 =$600 ?? ?? Marketing Costs Fulfillment Costs 營(yíng)銷(xiāo)成本 履行成本 – $80 – $84 –? ($7/order X 12 Orders)7美元 /訂單 X12訂單 ?? Profit (contribution to overhead costs) 利潤(rùn)（對(duì)總成本的貢獻(xiàn)） = $436 169。19982023 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 45 How Database Marketing and Lifetime Value Affects Acquisition 數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)和終身價(jià)值如何影響客戶獲??？ Your customer database 你的客戶數(shù)據(jù)庫(kù) 1.? Acquiring the right customers 2.? How to know they are the right customers 如何知道他們是合適的客戶 Your marketplace 你的市場(chǎng) 獲取合適的客戶 46 Example: Acquiring the right customers 例如：獲取合適的客戶 Best Customers: 最佳客戶 ?? 5065 years old, married 5065歲，已婚 ?? No children in household (empty nester) 家庭無(wú)子女（空巢） ?? Have college educations 受過(guò)大學(xué)以上教育 ?? Nearing retirement 臨近退休 ?? Bought new home for retirement 為退休買(mǎi)新房 ?? New home is in speci?c neighborhood 新家在特定的街區(qū) 169。2023 Smith Browning Direct, Inc. All Rights Reserved. Gross % Response to Free Trial 總響應(yīng)率 % Converted to paid subscriber 訂購(gòu)率 Net % Response 凈響應(yīng)率 Profit At 1 Yr. 第一年利潤(rùn) Envelope Mailing* 信 % 27% .9% ($4,436) Postcard 明信片 % % .96% $2,418 169。2023 Smith Browning Direct, Inc. All Rights Reserved. 47 Case: Magazine Acquisition Test Tested an Envelope Mailing vs. Postcard – Both O?ered Free Trial 案例：雜志 獲取測(cè)試 測(cè)試對(duì)比：信不明信片 均提供免費(fèi)試用 ?? Envelope Mailing Package included a letter, insert, reply form and Business reply envelope 信封中包含了一封信，插頁(yè)，回復(fù)表格和商業(yè)回函信封 ?? Postcard had offer on top with perforated reply card on bottom 明信片頂部有誘 因，底部有打孔的回函卡片 169。19982023 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 48 54% 68% 39% 30% 41% 53% 78% 60% 50% 40% 30% 20% 10% 0% 80% 70% 60% Retention Rate Comparison 100% 90% New Acq. Year 1 Year 2 Year 3 Year 4 Source: Gordon Grossman 客戶保持率的比較 Envelope Mlg. 信 Postcard Mlg. 明信片 169。19982023 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 49 Net Lifetime Revenue Comparison 終身凈收益比較 $33,160 $53,803 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $0 Envelope Package 信 Postcard 明信片 50 最好的顧客 中等的顧客 低價(jià)值顧客 未激活顧客 潛在顧客 169。19982023 Smith Browning Direct, Inc. All Rights Reserved. Retain/ Protect保持 /保護(hù) Cross Sell /交叉銷(xiāo)售 Upgrade向上銷(xiāo)售 Recapture/再獲取 Activate激活 Direct Marketing Association Service/服務(wù) Relationship $$$關(guān)系 Marketing $$$營(yíng)銷(xiāo) Data mining數(shù)據(jù)挖掘 How Does Segmentation Drive Your Marketing Investment Strategy? 如何通過(guò)細(xì)分來(lái)驅(qū)勱你的營(yíng)銷(xiāo)投資策略？ Attract New Customers吸引新顧客 ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 Feb21Feb21Sunday, February 26, 2023 ? 雨中黃葉樹(shù)，燈下白頭人。 09:20:4409:20:4409:202/26/2023 5:13:23 PM ? 1以我獨(dú)沈久，愧君相見(jiàn)頻。 Feb2109:20:4409:20Feb2326Feb23 ? 1故人江海別，幾度隔山川。 09:20:4409:20:4409:20Sunday, February 26, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 Feb21Feb2109:20:4409:20:44February 26, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國(guó)見(jiàn)青山。 17 February 20239:20:44 AM09:20:44Feb21 ? 1比不了得就不比，得不到的就不要。 。 February 219:20 AMFeb2109:20February 26, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。 2/17/2023 9:20:44 AM09:20:4426 February 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 9:20:44 AM9:20 AM09:20:44Feb21 ? 沒(méi)有失敗，只有暫時(shí)停止成功！。 Feb21Feb21Sunday, February 26, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒(méi)有。 09:20:4409:20:4409:202/26/2023 5:13:23 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 Feb2109:20:4409:20Feb2326Feb23 ? 1世間成事，不求其絕對(duì)圓滿，留一份不足，可得無(wú)限完美。 09:20:4409:20:4409:20Sunday, February 26, 2023 ? 1不知香積寺，數(shù)里入云峰。 Feb21Feb2109:20:4409:20:44February 26, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 17 February 20239:20:44 AM09:20:44Feb21 ? 1楚塞三湘接，荊門(mén)九派通。 。 February 219:20 AMFeb2109:20February 26, 2023 ? 1少年十五二十時(shí)，步行奪得胡馬騎。 2/17/2023 9:20:44 AM09:20:4426 February 2023 ? 1空山新雨后，天氣晚來(lái)秋。 9:20:44 AM9:20 AM09:20:44Feb21 ? 楊柳散和風(fēng)，青山澹吾慮。 Feb21Feb21Sunday, February 26, 2023 ? 閱讀一切好書(shū)如同和過(guò)去最杰出的人談話。 09:20:4409:20:4409:202/26/2023 5:13:23 PM ? 1越是沒(méi)有本領(lǐng)的就越加自命不凡。 Feb2109:20:4409:20Feb2326Feb23 ? 1越是無(wú)能的人，越喜歡挑剔別人的錯(cuò)兒。 09:20:4409:20:4409:20Sunday, February 26, 2023 ? 1知人者智，自知者明。勝人者有力，自勝者強(qiáng)。 Feb21Feb2109:20:4409:20:44February 26, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 17 February 20239:20:44 AM09:20:44Feb21 ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過(guò)于提升自我。 February 219:20 AMFeb2109:20February 26, 2023 ? 1業(yè)余生活要有意義，不要越軌。 2/17/2023 9:20:44 AM09:20:4426 February 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。 9:20:44 AM9:20 AM09:20:44Feb21 NoImag eMOMODA POWERPOINT Lorem ipsum dolor sit met, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感謝您的下載觀看 專家告訴
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