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Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer - Merlin Stone

Consumer Insight

How to Use Data and Market Research to Get Closer to Your Customer

Paperback

Published: 10th January 2004
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"Consumer Insight" provides market researchers with knowledge of database marketing and CRM techniques. It explains what database marketing is and covers the classic areas that marketers tend to focus on, such as: knowing who your customers are, what they do, where they are, what they buy and what they would like to buy. It explores the psychological areas too - what customers think and feel, what their objectives and strategies are and how these influence how they behave. The title also explains how to manage this process, and how companies gain insight into their customers by managing and using their customer data correctly.

"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

The Market Research Societyp. viii
The editorial boardp. ix
List of contributorsp. xi
Forewordp. xiii
Acknowledgementsp. xv
Introductionp. 1
Introductionp. 1
The professional domain of consumer insightp. 4
Managing consumer insightp. 5
Customers and consumersp. 5
Keeping consumers and stakeholders happy - from research, through measurement, to managementp. 6
Insight and knowledge managementp. 11
Consumer insight and marketing transformationp. 12
Organization of this bookp. 16
What is database marketing?p. 19
Introductionp. 19
Channels for managing consumers directlyp. 21
How database marketing worksp. 23
Planning your database marketing activityp. 24
Future value of consumersp. 25
Applications of the consumer databasep. 26
What a consumer database is and why we need itp. 27
How a database is usedp. 27
Factors that have helped database marketing grow so fastp. 29
The strengths of database marketingp. 30
How a database worksp. 31
Data quality and maintenancep. 38
Merging and purging datap. 39
Doing it yourself or outsourcingp. 40
Using a database in practicep. 40
Conclusionp. 45
Using the databasep. 46
Applications of database marketingp. 46
Strategic issuesp. 48
Who uses the consumer database - and howp. 52
The demand for database marketingp. 57
The supply of database marketing servicesp. 58
Conclusionp. 58
How customer care and database marketing use customer insightp. 59
Database marketing and customer carep. 59
The meaning of customer carep. 60
How database marketers use consumer insight - starting with the offerp. 67
How choice of media requires consumer insightp. 68
Conclusionp. 87
Customer relationship management (CRM)p. 88
A variety of definitionsp. 88
Managing the relationship in stagesp. 90
Why CRM is important or at least usefulp. 90
A model of CRMp. 96
How CRM is evolving todayp. 98
Performance is disappointingp. 98
Where next for CRM?p. 101
Customer experience managementp. 101
Making the strategic shift to CRM/CEMp. 107
Conclusionsp. 110
Consumer insight and market researchp. 111
Introductionp. 111
Segmentationp. 112
How to define segmentsp. 116
Using market research in CRMp. 118
Understanding consumersp. 119
Main research techniques used in gaining consumer insightp. 120
The 10 key CRM questionsp. 124
The research processp. 124
Applying market research to customer base analysisp. 125
Conclusionsp. 131
Call to actionp. 133
Analysing consumer data to get insightp. 135
Products, propositions and customersp. 135
Conclusions on the deployment of analysisp. 141
Advanced data analysisp. 142
Data miningp. 145
Where data mining is todayp. 159
Using consumer insight in developing and retaining consumersp. 160
The problemp. 160
Cross-sellingp. 165
Customer retentionp. 171
The concept of loyaltyp. 175
The research programmep. 176
Conclusionsp. 184
Sharing consumer insight - partnerships and loyalty schemesp. 186
Ways of sharing consumer insightp. 186
Loyalty schemesp. 190
What customer loyalty schemes involve manageriallyp. 196
How some leading retailers are managing their loyalty schemesp. 202
Conclusionsp. 206
Privacy, risk, and good and bad consumersp. 209
Introductionp. 209
Who good consumers arep. 209
Who bad consumers arep. 211
Prediction of good and badp. 216
The portfolio approachp. 217
Social, political and legal issuesp. 219
Ethical issuesp. 220
The Internet, trust and all thatp. 222
How consumers feel about these issuesp. 223
What the law saysp. 223
Improving the quality of consumer data management so as to comply with requirementsp. 224
Guidelines for data protectionp. 225
Conclusionsp. 226
Consumer insight systemsp. 228
The historyp. 228
A sense of perspectivep. 232
How technology opens up new opportunitiesp. 233
Data warehousing, decision science and data analysisp. 237
Integrationp. 240
E-business infrastructurep. 242
What has been learnt from implementing new technologyp. 244
What the future holdsp. 247
Organizing and managing consumer insightp. 248
The people involved in managing and using consumer insightp. 249
Managing consumer insight staffp. 254
Conclusionsp. 265
The Market Research Society Code of Conductp. 266
Indexp. 287
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9780749442927
ISBN-10: 0749442921
Series: Market Research in Practice
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 288
Published: 10th January 2004
Publisher: Kogan Page Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6  x 3.2
Weight (kg): 0.51