Simple database marketing tools in customer analysis and retention

Yu Hui Tao*, Chu Chen Rosa Yeh

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

18 引文 斯高帕斯(Scopus)

摘要

Many businesses practice database marketing to increase effectiveness in their marketing activities. The database marketing approach uses current advanced information technology to collect customer data, analyze it and use it to provide recognition and services to customers for the purpose of increasing customer loyalty and repeat sales. Over the years, the practice of database marketing has evolved into a costly implementation of highly sophisticated information technology and application, which requires elaborate planning and organizational skills for successful adoption. Consequently, the need has been recognized for a human-centred approach which focuses more on the business problem rather than on the technology. This paper introduces two simple yet essential database-marketing tools - usage segment code and net revenue equation - and describes their application in the credit-card business. The promising results obtained further demonstrate that simple yet creative ideas can be converted into powerful database marketing tools to increase the return on investment in a marketing database.

原文英語
頁(從 - 到)291-301
頁數11
期刊International Journal of Information Management
23
發行號4
DOIs
出版狀態已發佈 - 2003 8月
對外發佈

ASJC Scopus subject areas

  • 資訊系統
  • 電腦網路與通信
  • 圖書館與資訊科學

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