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Module 03: Database Marketing,
CRM, and Analytics
Module 03 focuses on four critical and inter-related components
of direct marketing programs: Database Marketing, Customer
Relationship Management,
Analytics and Testing. Participants will learn how to build and manage
a marketing database, including the information required,
software available, and how to use the data in a meaningful
way.
As the customer database provides the foundation for any effective
CRM program, its use as a retention and
relationship management tool is explored in depth. Participants
learn the basics of CRM including contact frequency,
costs of contact, using technology to drive contact, etc.
Sessions allow participants to evaluate practical applications of CRM
in the context of real world scenarios.
To effectively apply the tools of database
marketing and customer acquisition and the practices of CRM
to customer retention, participants are familiarized with
the basic statistical tools of direct marketing. Testing and
measuring, response modeling, determining predictive validity
and segmentation are addressed.
| In-depth database marketing
cases from need recognition through application
selection and implementation are presented throughout the session. |
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Module 03 faculty include: Gary Beck, Rob Jackson, Chris Pritcher.
| The following is an abbreviated list of topics
covered in Module 03. |
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Segmentation, cluster analysis,
RFM |
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Response modeling, predictive validity,
regression analysis |
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The logistics behind CRM |
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Translating customer retention into profitable
customer relationship management |
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Practical applications of data for CRM |
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Developing metrics for your organization |
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Calculating the lifetime value of
a customer |
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Data warehousing and data administration |
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Relational databases |
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