Author: Jim Novo
Publisher: Booklocker.com
Pages: 356
Language: English
ISBN: 1591135192
Description: The addition of the Internet as a commerce and communications channel has forced many companies into direct contact with their customers for the first time, and kicked off the accumulation of transactional information companies have never had access to before. This situation spawned a tremendous amount of demand in the marketplace for solutions, including CRM, the newer CLM (Customer LifeCycle Management), CRP (Customer Relationship Planning), and all the related approaches such as 1-to-1 Marketing, Relationship Marketing, Customer Retention Marketing, and Customer Loyalty Marketing. This is a very confusing situation for most people, because they lack experience using customer data for marketing, and have been led down the wrong path before. For example, the rush to capture demographic data completely ignored what experienced database marketing people know - behavioral data is much more powerful as a marketing tool than demographics ever will be; it is also more accurate and easier to capture. If you want to know the answer to behavioral targeting questions like will they buy or visit again?, demographic information won help. This fact may make things clearer for you: all of the data-related marketing hype boils down to tracking and understanding the customer LifeCycle. If you can understand this root LifeCycle idea, you can mold it to your needs and available resources and leave the marketplace noise (and costs) behind.
Price: $89.28
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