Personalization: Data-Driven Print and Internet Communications

Index

223 index ADP Dealer Management System, 170, 171 Advertising affective responses to, 30 attention to, 180, 181 behavioral, 6 catalog, 17, 25 clutter, 23, 24 co-op, 64 cost per response, 23, 185, 186, 187, 187tab cost per thousand, 185, 186 direct, 7, 23, 184–192 effectiveness measurement, 177 expenditures, 7, 25tab exposure, 179 hierarchy of effects in, 179, 180 interactive, 184–192 Internet, 22fig, 32tab, 33, 48–50 lifetime value and, 23 magazine, 27, 28, 29, 32tab, 33, 39 media metrics and, 180–184 media options in, 20fig medium congruence, 29 message comprehension, 180 newspaper, 17, 22fig, 31, 32, 64 plans, 19 print, 27–34 as promotional tool in marketing management , 177 radio, 17, 22fig, 32tab recall and recognition of, 28 response per thousand, 187, 187tab response rates, 31tab return on investment in, 23 selective perception and, 180 on social networks, 48 television, 17, 22fig, 25, 27, 28, 32tab, 33, 64 unwanted, 8 Advertising agencies advisory role of, 24 amount of personalization used by, 38, 38fig of awareness of new technology, 43, 44, 44tab creative development by, 21 responsibilities of, 19 role in media selection, 21–24, 37 services provided by, 21–24 Amazon, 151 American Business Media (ABM), 32, 34 Application service provider model, 170 Aprimo, 85 Attention, selective, 1 Automated Direct marketing (ADM), 9, 10, 12 Avery, Chuck, 170 Ballard, Dave, 126, 127 Bradish, Nick, 131 Briggs, Rex, 53 Brodie, Roderick, 70 Bronner, Fred, 29 Budington, Jon, 163, 164, 166, 168 224 personalization Business-to-business firms (B2B) customer base, 19 decision making in, 33tab direct sales by, 19 media research and, 32 promotion products, 24fig use of media by, 19, 33tab Calder, Bobby, 28 Carew, John, 40 Case studies customer incentive programs, 90–98 custom publishing, 204–205 financial statement redesign, 139–142 in-plant printing services, 121–133 insert testing, 58, 59 marketing resource management, 90–98 multi-channel direct marketing programs, 9–12 newspaper transition, 158–161 on power of personalization, 9–12 printers as digital services providers, 163–173 publishing transition to digital services provision, 154–161 use of database records, 90–98 use of transpromotional tactics, 139–147 ChoicePoint, 7 Communication consultants, 197–198 corporate, 119–148 customized, 42 dialogue marketing and, 62 direct, 48 electronic, 151 fully-customized, 66 interactive, 2 Internet, 7 interpersonal, 200 mail merge, 66 marketing, 50, 184 mass, 65 multichannel, 134, 146 objectives, 19 one-to-one, 2 outcomes, 180 personalized, 2, 3, 37–50, 65–68 print, 6, 11 transaction/transpromotional, 26tab, 66 variable data, 11 versioning, 66 Coviello, Nicole, 70 Cummings, Twyla, 155, 156 Customer relationship management systems relational information processes in, 86, 86tab, 87 Customer relationship management systems (CRM), 45, 46, 46tab, 69–70, 171 communication strategies and, 53 development process, 54fig dialogue marketing and, 62 implementation of, 86, 87, 96–98 information acquisition and, 60, 61 insight into buying behavior and, 53–56 knowledge of trigger events and, 54 leveraging information in, 56 multichannel integration processes, 54fig, 85 performance assessment and, 54fig strategy framework, 54fig, 65–68 transaction analysis in, 53, 54 value creation process, 54fig Customer(s) acquisition, 13, 56–61, 65–68 awareness of products, 19 capturing behavior of, 42 demographics, 45 dialogue with, 2 Index 225 Customers (continued) equity, 201, 201tab, 202, 203 identification of, 56 incentive programs for, 64, 69, 90–98 lifetime value, 23, 56, 62–65, 63, 65 list rentals/sales and, 56, 57 loyalty, 54, 62–65, 69, 199, 200 personalization preferences, 6 personalization strategies for development of, 53–82 post-sale interaction and, 54 preference changes, 180 relationship development, 62–65 retention, 9–12, 13, 56, 61–68, 185 segmentation, 2, 154 targeting, 2 willingness to try product, 19 Customization, 1, 2. See also Personalization defining, 2 mass, 2 Dahlén, Micael, 29 Danaher, Peter, 70 Data analysis, 2 cleansing, 48, 99, 165 collection, 165 degree of specificity of, 99 management, 164 merging, 11 mining, 3, 46, 48, 63, 98, 99 quality of, 99 transaction, 45 updating, 99 variable, 50, 88tab, 99, 108 Databases for capturing/organizing customer information , 13 components of, 99–100 customer, 54, 86–89 de-duping, 102 demographic profiles in, 54 fundamentals, 13, 99–107 management, 135 for personalization strategies, 85–116 relational, 100–102 structure, 100fig technology, 86–89 and use of conditional logic, 102–107 Data management system, 53 Dealer Office Xpress (DOX), 170–173 Dell Computers, 2 DesignOnDemand, 170, 171, 172 Destino, Tracy, 108 Dewitz, Adam...