杜克大marketing讲义-课件.ppt

该【杜克大marketing讲义-课件 】是由【bb21547】上传分享，文档一共【76】页，该文档可以免费在线阅读，需要了解更多关于【杜克大marketing讲义-课件 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。PuttingDataWarehousing,TheEChannel,andMarketing/CRMInPerspective

Director,E-BusinessMarketing
ElSegundo,

APresentation
11/12-13/01
’s
MBAClasses
PuttingDataWarehousing,The
Margins
Revenue
Enhance
Revenue
Reduce
Costs
Costs
Customer
Intimacy
Operational
Excellence
Efficiency
Asset
Productivity
Operations
Productivity
Effectiveness
Product
Differentiation
Service
Differentiation
Optimization
Effectiveness
&Agility
Efficiency
&Capacity
Vision
TheProfitWedge
WhyE?
TheEchannelistransformingeachofthepartsofthispicture
Eiseverywhere
TheEchannelcanhelpdriverevenuesaswellasreducecosts.
Ecandrivebotheffectivenessandefficiency.
11/12-13/01
2
DukeTalk-GoBlueDevils!
MarginsRevenueEnhanceReduce
Goal:TheExtendedEnterprise
Your
Company
Relationships
withYourCustomers
Relationships
withYourPartners
Relationships
withYourEmployees
Web
Web
Web
Web-Enabled
B2C
B2B
B2E
11/12-13/01
3
DukeTalk-GoBlueDevils!
Goal:TheExtendedEnterprise
360DegreeViewofCustomersMustIncludetheWebChannels
Canyoutakeadvantageofthese
cluestobuildbetterrelationships
withcustomers?
Howcanyoudothisovertheweb?
CustomersProvideManyCluesforyou:
Purchases-offlineandonline
Browsingactivityatyourwebsite
CallstoyourCallCenter
ResponsestoyourMarketing
campaigns
Surveyresponses
E-Mailrequests,wireless
11/12-13/01
4
DukeTalk-GoBlueDevils!
360DegreeViewofCustomersM
STAGEA
Web
Presence
OneWebSite
Fits
AllCustomers
STAGEB
Customer
Web
Activity
Capture/Analyze
WebInteractions
Dialogue-Oriented:
Personalization
STAGEE
Customer-Enterprise
Relationship
andLoyalty
ConsistentMulti-Channel
Personalizations
STAGEC
Adaptive
Personalization
STAGED
Customer
Multi-Channel
Analysis
Capture/Fuse
OtherChannels
HowtheWebFits-B2C
11/12-13/01
5
DukeTalk-GoBlueDevils!
STAGEAOneWebSiteSTAGEBCaptu
TheImpactMarketingCanMake:ImmediateBusinessBenefits
Current
Potential
WhatIf
VisitorsPerDay
50,000
50,000
50,000
ClicktoBuyRatio
%
%
%
BuyersPerDay
1,000
1,050
1,250
AveragePurchase
$50
$55
$60
DailyRevenue
$50,000
$57,750
$75,000
AnnualRevenue
$18,250,000
$21,078,750
$27,375,000
INCREASE
$2,828,750
$9,125,000
11/12-13/01
6
DukeTalk-GoBlueDevils!
TheImpactMarketingCanMake:
Phase1-massadvertising -%
Phase2-tailoredmarketing 1-5%
Phase4-simpleevents 5-30%
Phase6-multi-step/channel 20-50%
Phase7-eventbased 40-60+%
ExpectedMarketingSuccess
11/12-13/01
7
DukeTalk-GoBlueDevils!
Phase1-massadvertising
TheMarketingTools“Stack”
DataWarehousing-toholdallofthedata
ActiveDataWarehousing-totriggerevents
EDataWarehousing-toholdtheEdata,too
EAnalytics-toanalyzetheEdata
CRMAnalytics-toanalyzeallthechanneldata,runcampaigns,getdeeperinsights
DataWarehouse
E-Business
CRM
11/12-13/01
8
DukeTalk-GoBlueDevils!
TheMarketingTools“Stack”Dat
Top10“E”ThingsToKnow
#1LearnfromExperience
#3MarketShakeout
#2HowItWorks
#5:AdvancedPersonalization
#6MarketInsights
#71:1:1:1:1Marketing
#
#9TheFutureofAdvertising
#10NextGenerationInternet
#4SectorTrends
11/12-13/01
9
DukeTalk-GoBlueDevils!
Top10“E”ThingsToKnow#1
#1:LearnfromExperience
Senshukai(Japan)
11/12-13/01
10
DukeTalk-GoBlueDevils!
#1:LearnfromExperienceSensh