Titel: Consumer Insight
How to Use Data and Market Research to Get Closer to Your Customer.
Herausgegeben von Alison Bond, Bryan Foss, Merlin Stone
1. Januar 2006 - kartoniert - 308 Seiten
Part of the new Market Research in Practice series - essential guides for the burgeoning Market Research Society training and qualifications programme.
Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), Consumer Insight provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where customers are, what they do, what they buy and what they would like to buy. It also explores how customers' thoughts, feelings, objectives and strategies influence their behaviour.
The book also explains how companies gain insight by managing and using their customer data correctly. Packed with the latest models, tools and research findings, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.
Key content includes:
what is database marketing?
how do customer care and database marketing use consumer insight?
consumer insight and marketing research
analysing consumer data
development and retention of customers
data protection, risk, good and bad consumers
consumer insight systems
managing consumer insight
Merlin Stone, Bryan Foss, Alison Bond and Steve Wills
Introduction; The professional domain of consumer insight; Managing consumer insight; Customers and consumers; Keeping consumers and stakeholders happy – from research, through measurement, to management; Insight and knowledge management; Consumer insight and marketing transformation; Organization of this book
1. What is database marketing?
Merlin Stone, Alison Bond, Bryan Foss and Mark Patron
Introduction; Channels for managing consumers directly; How database marketing works; Planning your database marketing activity; Future value of consumers; Applications of the consumer database; What a consumer database is and why we need it; How a database is used; Factors that have helped database marketing grow so fast; The strengths of database marketing; How a database works; Data quality and maintenance; Merging and purging data Doing it yourself or outsourcing; Using a database in practice; Conclusion
2. The uses of database marketing
Merlin Stone, Alison Bond and Bryan Foss
Applications of database marketing; Strategic issues; Who uses the consumer database – and how; The demand for database marketing; The supply of database marketing services; Conclusions
3. How customer care and database marketing use customer insight
Merlin Stone, Alison Bond and Bryan Foss
Database marketing and customer care; The meaning of customer care; How database marketers use consumer insight – starting with the offer; How choice of media requires consumer insight; Conclusion
4. Customer relationship management (CRM)
Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby
A variety of definitions; Managing the relationship in stages; Why CRM is important or at least useful; A model of CRM; How CRM is evolving today; Performance is disappointing; Where next for CRM?; Customer experience management; Making the strategic shift to CRM/CEM; Conclusions
5. Consumer insight and market research
Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees
Introduction; Segmentation; How to define segments; Using market research in CRM; Understanding consumers; Main research techniques used in gaining consumer insight; The 10 key CRM questions; The research process; Applying market research to customer base analysis; Conclusions; Call to action
6. Analyzing consumer data to get insight
Merlin Stone, Bryan Foss, David Selby and Julie Abbott
Conclusions on the deployment of analysis; Advanced data analysis; Data mining; Where data mining is today
7. Using consumer insight in developing and retaining consumers
Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman
The problem; Cross-selling; Customer retention; The concept of loyalty; The research programme; Conclusions
8 Sharing consumer insight – partnerships and loyalty schemes
Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman
Ways of sharing consumer insight; Loyalty schemes; What customer loyalty schemes involve managerially; How some leading retailers are managing their loyalty schemes; Conclusions
9. Privacy, risk, and good and bad consumers
Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman
Introduction; Who good consumers are; Who bad consumers are; Prediction of good and bad; The portfolio approach; Social, political and legal issues; Ethical issues; The Internet, trust and all that; How consumers feel about these issues; What the law says; Improving the quality of consumer data management so as to comply with requirements; Guidelines for data protection; Conclusions
10. Consumer insight systems
Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison
The history; A sense of perspective; How technology opens up new opportunities; Data warehousing, decision science and data analysis; Integration; E-business infrastructure; What has been learnt from implementing new technology; What the future holds
11. Organizing and managing consumer insight
Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman
The people involved in managing and using consumer insight; Managing consumer insight staff; Conclusions
Merlin Stone, Bryan Foss, Alison Bond
“Provides precise definitions of fundamental concepts… enables readers to focus on substantive issues rather than on the conceptual ambiguity that has plagued the field since its inception.” Journal of Marketing Research “A significant new book focused on what to do with data and marketing research to extract optimal intelligence. The authors provide a much-needed guide to help you understand the analytic parameters of data and marketing (customer) information and offer welcome advice to companies that are being asked to leverage critical information assets and investments.” www.longwoods-intl.com “Explains how a company or organization can use consumer insight to improve or transform its marketing and customer service.” Journal of Economic Literature “Casts a wide net, looking beyond the “mere” measurement of satisfaction and exploring how customer insights are obtained.” Quirk’s Marketing Research Review "The Market Research in Practice series are excellent publications. They offer students the opportunity to study core topics separately and in depth." Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park Lane College, UK “A wonderful tool for those working to make the most of their customer data, this book could prove to be essential in the competitive world of consumer retention.” Export Guide