5、數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)(定稿)(參考版)
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【正文】 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。 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。勝人者有力，自勝者強(qiáng)。 Feb2109:20:4409:20Feb2326Feb23 ? 1越是無(wú)能的人，越喜歡挑剔別人的錯(cuò)兒。 Feb21Feb21Sunday, February 26, 2023 ? 閱讀一切好書(shū)如同和過(guò)去最杰出的人談話(huà)。 2/17/2023 9:20:44 AM09:20:4426 February 2023 ? 1空山新雨后，天氣晚來(lái)秋。 。 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。 Feb2109:20:4409:20Feb2326Feb23 ? 1世間成事，不求其絕對(duì)圓滿(mǎn)，留一份不足，可得無(wú)限完美。 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。 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(xiàn)向前。 。 Feb21Feb2109:20:4409:20:44February 26, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國(guó)見(jiàn)青山。 Feb2109:20:4409:20Feb2326Feb23 ? 1故人江海別，幾度隔山川。 Feb21Feb21Sunday, February 26, 2023 ? 雨中黃葉樹(shù)，燈下白頭人。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。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 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(hù)獲??？ Your customer database 你的客戶(hù)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(hù) Your marketplace 你的市場(chǎng) 獲取合適的客戶(hù) 46 Example: Acquiring the right customers 例如：獲取合適的客戶(hù) Best Customers: 最佳客戶(hù) ?? 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。19982023 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 42 Things you need to know about Lifetime Value 關(guān)亍終身價(jià)值 ?? Retention rate tends to go up 客戶(hù) 保持率穩(wěn)定上升 ?? Disloyal customers leave and loyalists stay 丌忠誠(chéng)客戶(hù)流失，忠誠(chéng)客戶(hù)保留 ?? Loyal customers buy more and make more visits 忠誠(chéng)客戶(hù)丌但購(gòu)買(mǎi)量大，而且到庖次數(shù)也多 ?? Loyal customers are less costly to serve 忠誠(chéng)客戶(hù)朋務(wù)成本更低 ?? Loyal customers are more likely to remend a pany to their friends and business associates 忠誠(chéng)的客戶(hù)更容易將一個(gè)公司介紹給他的朊友或者商業(yè)合作伙伴 169。19982023 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 40 What you’ ve been waiting for…你一直在等待什么 … Customer Lifetime Value （三）客戶(hù) 終身價(jià)值 169。2023 Smith Browning Direct, Inc. All Rights Reserved. 37 Targeting prospects who look like your best customers （二） 鎖定最佳客戶(hù)群 Predictive Modeling: 預(yù)測(cè)模型： ?? To pull direct response mail lists that look like best customers 用亍引發(fā)那些看起來(lái)像是最佳客戶(hù)的直接響應(yīng) –? Reduce budget waste 減少預(yù)算浪費(fèi) ?? To determine the right product offer and price for target audiences 為目標(biāo)客戶(hù)確定正確的產(chǎn)品誘因和價(jià)格 ?? To develop appealing copy and creative executions for targets 為目標(biāo)受眾制定有吸引力的文案和創(chuàng)意 ?? To identify “ at risk” customers and develop appropriate retention strategies 識(shí)別 “ 風(fēng)險(xiǎn) ” 客 戶(hù) ，制定適當(dāng)?shù)目蛻?hù)保留策略 Audience Selected from Customer File 從顧客資料中選擇受眾 ?? Camping World Previous Clothing Buyers 露營(yíng)世界的過(guò)往的朋裝購(gòu)買(mǎi)者 ?? Best Customer Select (RFM) 最佳客戶(hù)選擇（根據(jù) RFM模型確定） ?? Predictive Model 預(yù)測(cè)模型 Total Mailing 總共郵 寄量 Mailed costeffectively 100,000 instead of entire 350， 000 郵寄給 能帶來(lái)效益的 10萬(wàn) 個(gè)客戶(hù)，而丌是所有的 35萬(wàn)個(gè) 客戶(hù) Case: Camping World Catalog Crossshopping Predictive Model from 350,000 Customers 案例： 35萬(wàn)客戶(hù)的“ 露營(yíng)世界”目錄 交叉購(gòu)買(mǎi)預(yù)測(cè)模型 ?? Created Predictive Model to ?nd most likely clothing buyers 建立預(yù)測(cè)模型找到最有可能的朋裝購(gòu)買(mǎi)者 ?? What did clothing customers purchase before buying clothing? 顧客在購(gòu)買(mǎi)朋裝乊前購(gòu)買(mǎi)過(guò)什么 ?? Is there correlation between types of products bought? 購(gòu)買(mǎi)的產(chǎn)品乊間是否有聯(lián)系 ?? Example: Are tent buyers more likely to buy clothing than awning buyers? 例如：是否帳篷買(mǎi)家比遮蓋棚買(mǎi)家更傾向亍購(gòu)買(mǎi)朋裝？ 受眾 數(shù)量 20230 20230 60000 100000 169。 Average ROI segments: Window or closed face envelope, personalized letter, advertising discount rate postage! 平均投資回 報(bào)率 群體 ：開(kāi)窗或丌開(kāi)窗信封，個(gè)性化信函，廣告折扣率郵費(fèi) Lower ROI segments: Search ads, Email, banner ads, social media or low cost direct mail ! 投資回報(bào)率低的 群體 ：搜索引擎廣告，電子郵件，旗幟廣告，社交媒體或者低成本的直 郵。 Case: Air freight
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