奥美观点——数据库推动市场

1、chris reitermann2005年2月25日奥美顾客关系行销案例论坛ogilvyone relationship management case forumthe simple promise简单的承诺using data effectively in marketing communications will increase marketing effectiveness and business results在市场沟通中有效使用数据能增加市场沟通效果和商业结果奥美顾客关系行销案例论坛ogilvyone relationship management case forummast

2、ering data means掌握数据就意味着knowing your customers and prospects (by name)了解您的顾客和潜在顾客spend marketing budgets effectively against initiatives providing the biggest business impact有效使用市场预算以达到最大市场效果more fact based decisions vs. best guesses更多基于事实的决定而不是基于猜测的决定spending media money wisely聪明地使用媒介预算doing things

3、 better over time把工作做得更好奥美顾客关系行销案例论坛ogilvyone relationship management case forumwere not only talking about building databases, were talking about using data at any step in the marcom process in order to optimize effectiveness我们不只是说建立数据库,我们是说在市场沟通每一步使用数据以实现沟通效果最大化(we might also need a database at on

4、e point)(我们在一些时候也是需要数据库的)奥美顾客关系行销案例论坛ogilvyone relationship management case forumsome fundamental changes in the marketing environment 一些市场环境的主要变化marketmarketfragmentationfragmentationmedia fragmentation& inflationgrowing pressureon marginsmarket maturity/fewergrowth opportunitiesescalating costs of

5、reaching &winning newcustomersproduct paritydrivingdifferentiation inother areas (service& added value)& added value)own labelbrandspower of theretailerpressureforchange变化的压力市场细分媒体细分和膨胀更大的对利润的压力零售商自己的 品牌零售商权利增大接触和获得新客户的费用增高市场成熟/更少的增长机会产品标准化导致服务,附加价值等方面的竞争区分奥美顾客关系行销案例论坛ogilvyone relationship manageme

6、nt case forumwhat role does the consumer play in this changing environment ?在变化的市场环境中,消费者扮演什么角色?increased experimentation增加的试用产品增加的试用产品questioning values and value对产品价值的不断要求对产品价值的不断要求demanding dialogue andbrand access要求品牌进入和与品牌对话impulse has given way to considered （and deferred) purchases冲动购买变成深思熟虑（

7、延迟）购买冲动购买变成深思熟虑（延迟）购买information “hungry”信息饥渴信息饥渴奥美顾客关系行销案例论坛ogilvyone relationship management case forumimplications对我们的启示 a fundamental shift in emphasis from, 基本重点的转移 share of market share of customer 市场占有份额 消费者占有份额acquisition & trial relationship management 获取和试用 关系管理winningconsumers获取顾客获取顾客winn

8、ing the best consumers, keeping and developing them long term获取最好的顾客，获取最好的顾客，长期保持和发展顾客长期保持和发展顾客奥美顾客关系行销案例论坛ogilvyone relationship management case forumimplications contd对我们的启示（继续） truly effective marketing requires detailed knowledge and understanding of customers at the individual level a database

9、真正有效的市场营销要求对消费者个人情况细致的了解 一个数据库 .and expertise in terms of how to use this knowledge to drive communications at the individual level 以及如何使用这些知识去驱动对消费者个人的沟通奥美顾客关系行销案例论坛ogilvyone relationship management case forumwhat do we mean by “database driven marketing”?什么叫做“数据库驱动市场?”developing a clear actionable

10、 understanding of an individual consumers behaviour, motivation and value.发展清晰可操作的对于消费者行为,动机和价值观的理解harnessing this understanding to develop a dialogue with individual customers and prospects which is: relevant, timely and brand true focused on superior investment opportunities用这些了解去与顾客和潜在顾客进行对话 相关,及

11、时和 体现品牌 集中在更好的投资机会testing and measuring the results of alternative communication strategies to drive continuous improvement测试和评估不同的沟通策略不断改进策略奥美顾客关系行销案例论坛ogilvyone relationship management case forumcomplementary roles其他补充作用perceptionscalls toactionspersonal recognition个人承认个人承认interaction交互作用交互作用perso

12、nalrelevancerelationshipmarketingbrand preference品牌偏好品牌偏好emotions情感情感imagery形象形象brandadvertisingcollectiveshared valuesdifferentiation区分awareness知晓intimacy亲密行为亲密行为encourage trial鼓励鼓励采取行动采取行动个人关联个人关联关系营销关系营销品牌广告品牌广告共同价值“dont count the people you reachreach the people that count”不要计算你接触的人不要计算你接触的人去接触对

13、你有价值的人去接触对你有价值的人how do we make differential marketing actionable ?我们如何使区别营销可以操作我们如何使区别营销可以操作?奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship marketing 关系营销the planning process计划程序 heav重度重度 med中度中度 low轻度轻度value价值观价值观usage使用习惯使用习惯consumers顾客顾客奥美顾客关系行销案例论坛ogilvyone relationship man

14、agement case forumwhich names should we populate the database with?我们应该将谁放入数据库?nvalue segmentation must therefore act as our guiding beaconn价值细分是我们的“指示灯”ntherefore any decision on database population and use must consider the value of a name. this means:n因此所有数据库实施和使用必须基于一个名字给企业的价值:the investment is

15、commensurate to roi投资要与投资回报相称sensible guidelines for profitable campaign budgeting对盈利的活动预算判断selective investment in discrete segments of your market对不同市场细分的不同投资non-investment in low value segments对低价值细分不投资奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship marketing 关系营销the planning

16、 process计划程序high高高loyaltylow 低低low 低低value价值loyalty忠诚度奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship marketing 关系营销the planning process计划程序 retention: defensive programme with information, exclusive offers保留：具吸引力活动带信息和独有的优惠保留：具吸引力活动带信息和独有的优惠conversion: sampling, selective coupo

17、ning, pop promotions etc.转换：试用，优待券，转换：试用，优待券， pop促销促销increase usage: frequency programme增加使用：持续频率的活动增加使用：持续频率的活动 high高高loyaltylow低低low低低increase usage增增 加使用加使用switch/conver-sion转换转换 retain保留保留 ignore/maintain忽略忽略value价值loyalty忠诚度奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship ma

18、rketing 关系营销the planning process 计划程序 increased understanding of consumer needs and profile 对消费者需求和情况增加了解对消费者需求和情况增加了解 refine communications relevance 增加沟通有效性增加沟通有效性highlowvaluelowloyaltyneedslifestyle奥美顾客关系行销案例论坛ogilvyone relationship management case forumnunderstanding consumer value implicitly re

19、quires an understanding of:n全面了解消费者价值需要了解：the share of total customer value we hold (current value to us)我们占有消费者价值份额（消费者目前对我们价值）the share of customer value we dont hold (potential value)我们目前没有占有的消费者价值份额（潜在价值）a step further 进一步understanding share of spend了解消费份额once we understand value in the context

20、of share of category spend we can begin to identify the communication tasks we need to address一旦我们知道我们占有消费者的使用份额，我们就可以一旦我们知道我们占有消费者的使用份额，我们就可以开始确定沟通任务开始确定沟通任务奥美顾客关系行销案例论坛ogilvyone relationship management case forumsetting communication objectives确定沟通目标highvaluelowshare of spend消费份额消费份额lowretain 保留保留

21、develop 发展发展switch 转换转换ignore 忽略忽略loyalty programmes 忠诚度计划忠诚度计划increase frequency增加频率增加频率cross sell交互销售交互销售* monitor for change 注意改变注意改变* gaining trial 试用试用* sampling 样品样品targeted sales promotion 目标性促销目标性促销奥美顾客关系行销案例论坛ogilvyone relationship management case forumwhat is the most important data to col

22、lect on consumers? 哪些是最重要的消费者资料？nvalue data: enables us to set sensible parameters for selective investment in discrete segments of the marketn价值资料：以使我们确定投资于各细分市场参数nshare of spend: enables us to distinguish between loyalists, potential trialists and promiscuous repertoire buyersn消费份额：以使我们区分忠诚消费者，潜在消

23、费者和其他消费者nthereby enabling us to target specific communications in support of brand objectives.n所以使我们采用特定沟通来支持品牌目标奥美顾客关系行销案例论坛ogilvyone relationship management case forumnsimple questionnaires focused on volumetric and repertoire variables play a crucial role.n简单问卷集中在“数量和频率”变量是非常重要的nthe impact of thi

24、s data on the remit of subsequent communications requires that we obtain this early in the communication cycle.n数据对后续沟通影响要求我们尽早收集数据n and track changes as part of the on-going process of dialogue.n而且随时追踪变化gathering vital data 收集关键数据奥美顾客关系行销案例论坛ogilvyone relationship management case forumadding furthe

25、r strategic insight进一步策略启示economic modelling & research 经济模型和调查nproprietary analysis tools that enable us to identify and prioritise:n独有的分析工具使我们确定并且优先the opportunities available可能的机会the investment you can afford to spend on direct communications and infrastructuren您能负担的用于直接沟通的基础设施nproprietary resear

26、ch methods which enable us to identify:what motivates your customers (to stay, leave, buy more)what they need and expect from a relationship with your brand (rational and emotional) 独有的调查方法使我们能确定消费者动机（留下，离开，购买更多)他们从与您的品牌关系中期待得到什么（理性的和感性的）奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelati

27、onship marketing 关系营销 the planning process 计划程序 evaluating payback/roiof different strategies 评估不同策略回报评估不同策略回报/投资回报投资回报 projecting payback levels over time 确定长期回报水准确定长期回报水准paybackratiobreakeven奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship marketing 关系营销precision planning 精确度计划

28、attitudinal image & awareness 形象和知晓形象和知晓 what motivates consumers to trial, buy more, defect? 什么使消费者试用，多买和不买？什么使消费者试用，多买和不买？consumerbrandpersonalrelevance品牌消费者个人相关奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship marketing 关系营销 precision planning 精确度计划the communications model沟通模式沟

29、通模式differentiated investment levels& execution according to: 不同的投资水平和执行根据于：不同的投资水平和执行根据于： value, behaviour, motivations etc. 价值，行为，动机等价值，行为，动机等 existing relationship with the brand 与品牌的现有关系与品牌的现有关系www奥美顾客关系行销案例论坛ogilvyone relationship management case forumrelationship marketing 关系营销refinement 精确度结果加

30、评估data-driven marketingworks!数据库能够成功推动市场！数据库能够成功推动市场！奥美顾客关系行销案例论坛ogilvyone relationship management case forumbackground 背景资料 opportunity: accelerate allstates auto insurance sales cycle 机会：提升allstates 汽车保险销售周期 recommendation: reallocate media dollars from awareness communications to communication ai

31、med at driving increased consideration of allstate among those shopping for auto insurance 推荐：重新安排媒介预算从以前的知晓沟通到提高正寻找汽车保险的消费者对allstate的考虑 objective: drive contact for quotes for auto insurance 目标：增加对汽车保险的讯价 strategy: drive increased quoting and sales activity by using multiple media vehicles to deliv

32、er consistent, quality/price focused messages with strong call to action 策略：试用多种媒体传递连续，有吸引力价格和强烈的立即行动信息以增加消费者讯价和购买。 improve measurement capability 改善衡量能力 explore how agencies might benefit from directly participating in call-to-action programs that route calls directly to agencies and the customer i

33、nformation center (cic) 探索奥美如何直接加入消费者立即行动项目，该项目将消费者电话直接与奥美和客户信息中心相联。奥美顾客关系行销案例论坛ogilvyone relationship management case forum奥美顾客关系行销allstate做好准备奥美顾客关系行销案例论坛ogilvyone relationship management case forum见证折扣奥美顾客关系行销案例论坛ogilvyone relationship management case forum您需要优质的汽车保险，而且享有折扣奥美顾客关系行销案例论坛ogilvyone r

34、elationship management case forum节省278美元汽车保险您有278美元用于其他消费奥美顾客关系行销案例论坛ogilvyone relationship management case forum任何一间汽车保险公司应该给您一份最新的被保人手册而且是免费的奥美顾客关系行销案例论坛ogilvyone relationship management case forumresponse over time 市场反映media optimization奥美顾客关系行销案例论坛ogilvyone relationship management case forumfina

35、l results by mediafinal results by media 媒介最后结果奥美顾客关系行销案例论坛ogilvyone relationship management case forumcreative performance 创意表现(+4)(+3)(+4)(+4)(+6)(+4)(+4)(+4)(+4)(+3)(+5)brand imagery* (aware of brand)november/december 2004allstate perceptions improved on offer competitive prices消费者对allstate在“提供有竞

36、争性价格”的感知度增加奥美顾客关系行销案例论坛ogilvyone relationship management case forummix of business sales media detail 销售和媒体统计soap operadigestoutsidenewspaperpreventionpre-selectedpubsdrtv biography drtv cnn headlinecountryweeklydrtv abc family drtv espn newsparentsdrtv lifetime moviedrtv soapnetdrtv mtv2drtv vh1 ra

37、dionational drtv comedyshapedrtv tvlandageolderyoungerautolinestandardautonon-stdauto41.5 average age60% standard auto= tv= magazine= radio= newspapersize of circle represents # of salesdrtv usa奥美顾客关系行销案例论坛ogilvyone relationship management case forumhouseholdedcalls5411,5231,947355218dc-10596914ak.91hi. 89pr.25gu.2vi. 9262808514822277685365614901059814095504908873851167931,1301401861,334939285208883ri-88430977561,5901173724736038757598295443can 74geogr