Apuntes de lecturas (readings)
Lectura: «Database Marketing» ―Blattberg, Kim & Neslim
Database marketing is “the use of customer databases to enhance marketing productivity through more effective acquisition, retention, and development of customers.” p.3
The purpose of marketing is to enable the firm to enhance customer value. p. 3
The applications of database marketing are numerous and growing exponentially. Here are a few examples:
[…] which of its customers will be most receptive to targeted efforts to increase their usage of the portal. […] which customers will not be receptive to these efforts.
[…] which of its many financial products should be marketed to which of its current customers.
[…] develops thousands of customized promotion packages […] (Rohwedder 2006).
[…] identified the major segments of customers who visit its stores. […] (1) tailors its store in a particular locality […], and (2) trains its store personnel to recognize which segment a particular customer belongs to[…] (Boyle 2006).
[…] which customers should receive which catalogs.
[…] which products it “cross-sells” to which customers.
[…] to improve its customer acquisition rate (Direct Marketing Association 2006).
[…] The common theme is that all of them are based on analyzing customer data and implementing the results. p. 3-4
Temas específicos (topics)
Tema: Análisis RFM
Según Purba Halady Rao (9999), las empresas deben determinar cuáles son sus clientes más valiosos, para construir relaciones a largo plazo. El objetivo consiste en identificar los clientes que compren de manera frecuente, los que gasten más y los que sean más probables de repetir sus compras. Para el autor, uno de las iniciativas que puede ayudar en dicha identificación es el análisis RFM (recency-frequency-monetary).