Plantijn Hogeschool Van De Provincie Antwerpen (AP)
Bedrijfsmanagement Marketing
Data driven marketing
Summary
Data Driven Marketing Summary + Exam Questions
7 views 0 purchase
Course
Data driven marketing
Institution
Plantijn Hogeschool Van De Provincie Antwerpen (AP)
The summary contains all the information he can ask about the powerpoint and exam questions. He actually put it on my exam. By only learning the Yellow Fluted Sentences, I achieved an 18 /20. This summary is in English because the subject is also taught in English. It also contains notes from the l...
Plantijn Hogeschool van de provincie Antwerpen (AP)
Bedrijfsmanagement Marketing
Data driven marketing
All documents for this subject (1)
Seller
Follow
hannahvaerewijck
Reviews received
Content preview
Data driven marketing
Les 1
Data-driven marketing: The engine of direct and e-marketing
definition
o « Data-driven marketing means using data about consumers to drive marketing-
related decisions »
o « Direct marketing is an interactive system of marketing which uses one or more
media to effect a measurable response and/or transaction at any location »
(Definitions by Direct Marketing Association)
o Direct marketing is a collection of methodologies for communicating a message to
individuals with the purpose of obtaining a measurable, cost-effective response.
Je kan zien wie er allemaal je mail heeft gezien, geopend en gekocht
o The most important communication channels for direct marketing are:
Direct mail
Examenvraag: Direct non mail = het is een brief en er staat in aan de
bewoner van dit huis
Mail order
door-to-door
tele-services and call centers
direct response TV
examenvraag: a commercial that includes a telephone number or
website at the end
the Internet
E-mail marketing
Social media marketing
(Definition by FEDMA - Federation of European Direct Marketing)
Channels / promofilmpje
o share in common is that they approach the customer in a
direct and personalized way
o Future is bright for personalized advertising.
Ze gebruiken jouw data om je te kunnen bereiken
(verlangens/behoeftes)
Definition of data-driven marketing:
1. Every marketing effort or activity…
2. In which a company wants to establish a direct connection or a sustainable relation
3. By means of direct communication media
4. With individuals that are segmented and identified
5. By means of data base techniques
6. With the purpose of promoting, offering or informing them about a product or a
service
o Essential elements in definition
Direct contact / sustainable relation with individuals (<-> mass audience)
Is heel belangrijk, je hebt ondmiddelijk contact
1 op 1 contact
, Direct communication media <-> mass media (DR-advertising)
Nano marketing 1 to 1 message (enkel jij ontvangt die mail)
Segmented (target audience) and identified (contact data)
Mail --> netflix (mensen zullen allemaal een andere mail ontvangen
met interesses van films en series)
Database techniques
Recent developments & motives
o Affiliated terms: database marketing, one-to-one marketing, relation marketing,
loyalty marketing, action marketing
o Evolution, 3 phases (Postma, 2013):
1. Product-oriented to market oriented marketing (1st phase)
Evolution in marketing philosophy in the ‘50-’60: from production to
consumption
Questions asked in marketing:
o Who/what is our market?
o What are the needs in the market?
o How to respond to these needs?
o IN OTHER WORDS: ‘market getting’ > marketing
Marktonderzoek doen om te weten wat de
behoeftes zijn van de respondent
Which features of products fulfill these needs?
Distinguishing target groups in the mass audience of consumers
Product (or service) remains the main focus, building knowledge
about potential client (groups)
2. Market-oriented to individual oriented marketing (2nd phase)
Second stage marketing:
o End of 20th century (since the 90s): increasing knowledge of
the consumer
Mensen kregen toegang tot data/ computers dus er
was vanaf dan de mogelijkheid om via data te
werken en alles op te slagen
o First approach of consumers by a limited number of specific
direct marketing companies.
o Use of direct media: direct mail, telephone and rise of direct
response advertising (TV, radio, advertisements)
o Building a database of potential clients
Het is belangrijk om de klanten in het bedrijf te
houden dan nieuwe klanten te zoeken want het is
goedkoper dan nieuwe zoeken
o Focus on cost/revenue per consumer (measurement and
prognoses) and other quantifications of clients
Hieronder staan definities deze kunnen gevraagd worden op het examen!
, Examenvraag: Geef het verschil tussen hard client data= data dat zich aanpast op de
behoefte/behavior (gedrag) en soft client data= gebaseerd op meningen bv: wat vind je van dit
product geef een score op 10 en je geeft dan een mening door een 6/10 te geven
New concepts and measurement methods (hard client data)
o Customer value: value that a customer generates (per year
or during the entire lifetime: LTV)
o Customer loyalty: odds that a customer remains loyal to the
brand in the long term, the intensity/penetration of
purchases, the length of the client relation
o Probability to buy: odds that a given customer will accept an
offer (calculated on the basis of previous purchases and the
purchases of other customers with a similar profile)
o Customer profitability: profit made per customer type
during a given period. (comparing investments in client
relations and the revenue generated by the client relation)
o Customer lifetime: period of time in which a customer keeps
doing purchases
De datum dat ik mijn eerste product kocht bij een
bedrijf tot de dag van vandaag
Vorbeeld : pampers je koopt dat vanaf de
baby er is tot wanneer de baby op hget potje
kan
o Customer satisfaction: satisfaction of customer about the
supplier of a product / service (expressed by means of
satisfaction scores)
Je moet je klanten blijven intresseren met iets
speciaals zodat je ze niet verliest
o Drop out / churn: number of customers (and profile) that
leave (within one year or other time period) (sometimes
expressed in % of clients)
Ze gaan u een cadeau opsturen geven om u als
klant te behouden
3% betekent dat uit 100 klanten 3 van hen het
bedrijf verlaten als klant
Ap heeft zo’n 25% dat de ap hogeschool
verlaten door afstuderen bv
Naturel churn= ze gaan weg want ze hebben het
niet meer nodig
Systemetical Churn= ze zijn niet meer tevreden
o Customer life cycle: life cycle with on various moments
concrete events that co-exist with specific (changed)
interests and needs (e.g., birth, marriage, moving houses)
In welk stadion is de klant nu en hoe kunnen wij hen
het beste bereiken
o Examenvraag : point of surve marketing= dat is een
markting activiteit dat jij als klant het product voor het eerst
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller hannahvaerewijck. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $11.24. You're not tied to anything after your purchase.
