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Operation procedure of database marketing

Source: Shangpin China | Type: website encyclopedia | Time: August 4, 2014
Generally speaking, database marketing goes through six basic processes: data collection, data storage, data processing, finding target consumers, using data, and improving the database. Database marketing Beijing website construction The operation procedure is shown in Figure 11-4.

Operation procedure of database marketing
1. Data acquisition

The precondition for enterprises to implement database marketing is to establish a set of high-quality consumer database, which includes customer attributes, purchase history, commodity supply and demand, and various measurable data. Data generally comes from two sources. The first is to obtain consumers' consumption information and summary through market research, and refine promotional activity records. These first-hand materials can come from market research, past sales records, sales promotion records and yellow pages. Second, data recorded in public databases, such as demographic data, attitude data (behavior data) and customer performance data, can be used as sources for enterprises to collect consumer information. The collected data information is disordered, and the marketing personnel should sort it out so that the data recording work can be carried out smoothly.

2. Data storage

On the basis of fully mastering consumer information, enterprises should centralize, clean and transfer the collected data, record them into the database system one by one with consumers as the basic unit, establish a consumer database, and form a clear, consistent and comprehensive database for enterprise decision-making. In addition, enterprises must ensure the accuracy of data input throughout the storage process.

3. Data processing

The enterprise uses advanced statistics, computer and other technologies to synthesize different data into a clear database, and then uses advanced software systems (such as clustering analysis technology, data mining technology, etc.) to sort out the detailed information required by each department of the enterprise.

4. Target consumers

According to the common characteristics of the types of consumers who use the most products or services, enterprises use computers to build a consumer model of a product or service, analyze some common characteristics of such consumers, and then select the target user groups and potential user groups that are within their capabilities and suitable for themselves according to their own advantages in capital, equipment, technology and personnel. And whether the data processing algorithm is reliable and effective will directly affect the final effect of database marketing.

5. Usage data

Database data can be applied not only to marketing departments of enterprises, but also to other departments, such as production, technology development and other departments. These data should be fully used to obtain valuable information and improve department efficiency. At the same time, the database can not only meet the needs of enterprises' own information, but also enable enterprises to operate and develop databases.

6. Improve the database

The establishment of enterprise consumer database is consumer centric, and consumer behavior, tendency, etc. of consumers are not static, but dynamic. Therefore, the enterprise consumer database should be updated in time, delete outdated information that does not have use value, and timely reflect the changing trend of consumer behavior, so that the database can meet the needs of enterprise operation.
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