【正文】 上午 7時 28分 54秒 上午 7時 28分 07:28: MOMODA POWERPOINT Lorem ipsum dolor sit amet, 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 。 2023年 3月 上午 7時 28分 :28March 2, 2023 ? 1業(yè)余生活要有意義，不要越軌。 :28:5407:28:54March 2, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 07:28:5407:28:5407:28Thursday, March 2, 2023 ? 1知人者智，自知者明。 07:28:5407:28:5407:283/2/2023 7:28:54 AM ? 1越是沒有本領的就越加自命不凡。 上午 7時 28分 54秒 上午 7時 28分 07:28: ? 楊柳散和風，青山澹吾慮。 2023年 3月 上午 7時 28分 :28March 2, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 2023年 3月 2日星期四 上午 7時 28分 54秒 07:28: ? 1楚塞三湘接，荊門九派通。 07:28:5407:28:5407:28Thursday, March 2, 2023 ? 1不知香積寺，數(shù)里入云峰。 07:28:5407:28:5407:283/2/2023 7:28:54 AM ? 1成功就是日復一日那一點點小小努力的積累。 上午 7時 28分 54秒 上午 7時 28分 07:28: ? 沒有失敗，只有暫時停止成功！。 2023年 3月 上午 7時 28分 :28March 2, 2023 ? 1行動出成果，工作出財富。 2023年 3月 2日星期四 上午 7時 28分 54秒 07:28: ? 1比不了得就不比，得不到的就不要。 07:28:5407:28:5407:28Thursday, March 2, 2023 ? 1乍見翻疑夢，相悲各問年。 07:28:5407:28:5407:283/2/2023 7:28:54 AM ? 1以我獨沈久，愧君相見頻。Page 1 Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning M\S Database Marketing The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2023 10:00 AM – 11:15 AM Page 2 ?1950 2023 Brands built by mass advertising ?1985 2023 Database Marketing arrived, but not integrated with mass advertising. ?1996 2023 The Inter arrived, but not integrated with DBM or mass advertising ?2023 BMW brings them all together How brand marketing has evolved Page 3 ?BMW customers want: ?A realization of the brand promise ?Performance, safety, technology, innovation ?Recognition ?Service ?Information ?Convenience ?Helpfulness BMW Buyers Not Necessarily Driven by Price Page 4 Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) c (money cost) d (time or inconvenience) How BMW Buyers Make Purchase Decisions Page 5 ?Constructors People who build databases Merge/Purge, Hardware, Software ?Creators People who understand strategy Build loyalty and repeat sales ?You need both kinds! Two kinds of database marketing people Page 6 ?In 2023, BMW built a robust customer and prospect database designed to: ?Provide a prehensive 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 munication ?Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases Situation Analysis Page 7 ?BMW now has a central system of measurement ?The BMW Report Center monitors munications and response from prospects and customers ?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 shopperowner 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 BMW Situation II Page 8 ?Allowing a full view of the BMW customer delivers smarter targeting and profitgenerating up sell and cross sell opportunities ?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 de