Database Marketing /
Analytical CRM Roundtable
What can you expect from the Database Marketing / Analytical CRM Roundtable?
It might not be sexy, but it works. Database Marketing
techniques are the heart and soul of all customer value-based
marketing efforts, including CRM and all the sub-disciplines. But
you don't need "CRM" to drive customer profitability using
Database Marketing. You may get some operational
efficiencies out of CRM, but without the capability to profitably
increase customer value, you will not achieve a positive ROI with
CRM. Database Marketing (or analytical CRM, if you prefer) turns
data into actionable information and paves the way for High
ROI Customer Marketing.
I find many people and companies have been suddenly
"forced" into the database marketing and CRM areas by the
opening up of the Web channel, frequently before they were really
prepared. They are well read on the basic drift of these
approaches, but are struggling with how to actually get something
profitable moving forward in their company. Sometimes they are
just standing outside the circle peering in, wondering if all this
noise means anything.
The purpose of the Roundtable is to move the data-driven customer
marketing discussion forward based on a clear understanding of the
concepts, tools, and potential results for your particular customers
and business model. We will develop a clear statement of
expectations and "next steps" during the session.
If desired, we can also design a formal Customer
Marketing / CRM ROI Test to determine if database marketing or
analytical CRM are likely to generate increases in customer
profitability for you - before you spend a ton of money on
"solutions."
The content of the Roundtable itself is driven by the participants
and matched to their level of understanding; we can address any of the
topics listed below or others as you see fit,
from both the strategic and tactical "how to" perspectives,
depending on your needs. I will work with each participant to
develop relevant content specific to the company and generate a set of
guideposts for the discussion. Any customer reports, results of
previous campaigns, and other internal materials would be very
helpful, though not required, for the development of guideposts.
The Roundtable can be conducted on site or remotely with any of the
various remote conferencing abilities available, including the good ol'
fashioned conference call. Cost varies depending on the content, length, and method of
communication we use. Your ROI on the Roundtable could
easily be 300% or more.
To discuss getting your customer marketing effort moving forward with a
Database Marketing / CRM Roundtable, give me a call (cell) 727.895.5454
or email me.
Potential Topics
Defining what direct / database marketing is and is not; the
database marketing "cycle" approach of acquisition -
activation - retention - defection and how each step is
interrelated. Debunking myths and grounding realities; how do
database marketing / CRM analytics fit into the whole scope of the
customer relationship?
Deciding which data is most important to the future profitability
of your business - solving the "drowning in data" problem.
Addressing the LifeTime Value question - how to we figure out what
the LifeTime Value of our customers is? Do we really need to?
(No) What are the other methods we can use to track customer
value? How do we report on and reconcile the LifeTime value of a
customer concept with periodic financial reporting? Can we
create a customer accounting system?
Exploring acquisition techniques - how does the right acquisition
program affect customer retention? How do we select media, what
are the parameters we need to know about? What are the various
strategies for positioning, offer creation, delivery, and how can we
boost the profitability of campaigns?
Exploring activation techniques - how do I get my customers to
spend more, and make more money doing it? When is the best time
to contact them, and how often? How do we create communications
or offers that will actually drive profitability, and how do we
measure our success or failure?
Exploring retention techniques - how do you actually "do"
a customer retention or loyalty program? What are the elements,
costs? How do you prove out profits and ROI?
Implementing simple customer models - what are they and what do
they do? What are the data requirements, what can you do in
house with simple tools, what other tools are available and what do
they do? What is the value of customer modeling and how do you
extract the value in your situation?
Organizing a process for scoring and ranking your
customers by their future value, so marketing folks can track the true
profitability contribution of ads, products, offers, etc.
Implementing "early warning system" flags to
alert marketers to future customer value failure associated with ads or
products.
Developing marketing-oriented reports used to predict
and act on customer LifeCycles.
Creating high ROI marketing programs that make money
now while consistently increasing the value of customers over time
Finding and fixing customer retention problems
Analyzing why current retention or customer value
development efforts are unprofitable
Developing customer value maximization and
retention rules for rules-based CRM engines
To discuss moving your customer marketing effort forward with a
Database Marketing / Analytical CRM Roundtable, give me a call
(cell) 727.895.5454 or email me.
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