Segment customer and prognosticate their behaviour.
 

Database Marketing


   

1. Fundamentals to Database Marketing


Target Group: CEO, CRM Project Executives, Management, Team Members of CRM Projects

Seminar Objectives: This seminar aims to equip you with the knowledge on essential elements and applications in analytical CRM which assists in identifying profitable customers and building behaviour dependent communication with customers.

Seminar Content:

  • Customer segmentation as a basis of a successful CRM
    • Individualised addressing for differing Target Groups
    • Segmentation dimensions: Products, Channels, Customer value, et al.
    • Internal and external data as segmentation basis
    • Procedures for customer segmentation
  • Prognosis of customer behaviour through the use of Data Mining
    • Behavioural prognosis: Which, when, what and how customer purchases?
    • Introduction to Data Mining, its definition and classification
    • The Data Mining Process
    • Data Mining in analytical CRM
    • The long path from data to information
  • Customer Value and Customer Potential
    • Customer Value Calculation: Methods and Models
    • Prognosis of Customer Potential and Customer Lifetime Values
  • Integration of analytical processes in the CRM Cycle

Length of Seminar: 2 days
Medium: Lecture, Case Studies and Group Work

Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de

Date: upon request

Conditions for open seminar:
2-Days Seminar: 990 Euro per participant (Firm rebates possible upon request)

Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.

Registration

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2. Overview of Database Marketing


Target Group: Managers of Marketing and IT, Marketing Employees

Seminar Objectives: From the seminar you will gain the knowledge on the fundamentals of Database Marketing and its implementation feasibility for your organisation

Seminar Content:

  • Implementation and definition of Database Marketing
  • Applications areas
  • Marketing Database: Development and Maintenance
  • Analytical Process for
    • Customer Segmentation
    • Customer Evaluation (Scoring)
    • Success Measurement and Reporting
  • Case Studies

Length of Seminar: 1 day
Medium: Lecture, Case Studies and Group Work

Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de

Date: upon request

Conditions for open seminar:
1-Day Seminar: 590 Euro per participant (Firm rebates possible upon request)

Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.

Registration

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3. Achieve Customer Satisfaction through Data Mining


Target Group: IT and Marketing executives, Employees assigned with analyzing themes from customer data or from individualised customer addressing.

Seminar Objectives: The participant will be gain an overview of the differing Data Mining methods and its effects on addressing customer. The participant will learn on how to avoid customer churns through target group and/or individualised contact and in ensuring that the customers receive offers which are based on their historical behaviour and which are of interest to them.

Seminar Content:

  • Definitions and Classification
    1. Data Mining
    2. Database Marketing
    3. Campaign Management
    4. CRM
  • The Data Mining Process
  • Data Mining Methods for:
    1. Response Optimisation/Scoring
    2. Cross selling Opportunities
    3. Reactivation
    4. Churn analysis
    5. Customer value evaluation
    6. Customer satisfaction measurement
  • Data quality and Data aggregation
    1. Internal Data sources
    2. External Data sources
  • Stumbling blocks and success factors

Length of Seminar: 1 day
Medium: Lecture, Case Studies and Group Work

Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de

Date: upon request

Conditions for open seminar:
1-Day Seminar: 590 Euro per participant (Firm rebates possible upon request)

Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.

Registration

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4. Development of a Marketing Database (Workshop)


Target Group: Decision Makers and employees of Marketing and Controlling

Seminar Objectives: The participants, with the assistance of an elaborated staged plan, should have the ability to successfully implement marketing databases or data warehouse as a division in their organisation.

Seminar Content:

The workshop is conducted in the form of 5 + 5 step plan. Every step is discussed extensively.

  • Step 1: Why does an organisation require a database?
  • Step 2: Which ways/methods/data are applied today to accomplish tasks?
  • Step 3: Which positive aspects does Step 2 have?
                  Which negative aspects does Step 2 have?
  • Step 4: What are the advantages of Step 1 in comparison to Step 2?
                  What are the disadvantages of Step 1 in comparison to Step 2?
  • Step 5: Do I need a database? How do I calculate the ROI of a database?
  • Development of a database:
    • Step 1: Installation of a project team; Selection of a suitable external partner; Development of a project plan
    • Step 2: Analysis of the business processes
    • Step 3: Definition of the target architecture
    • Step 4: Analysis of the actual data, definition of the data quality, development of the logical data models, definition of the interfaces to the application programme
    • Step 5: Implementation of the model, upload of the data, tests and launch of the database

Length of Seminar: 2 days
Medium: Lecture, Case Studies and Group Work

Seminar Location: 77723 Gengenbach, Hauptstr. 21
Are you in search of a hotel or holiday apartment?
Accommodation Directory: www.Stadt-Gengenbach.de

Date: upon request

Conditions for open seminar:
2-Days Seminar: 990 Euro per participant (Firm rebates possible upon request)

Conditions for in-house seminar (available upon request)
In-house seminars are conceptualised together according to your individual needs.

Registration

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Database Marketing Seminar Request


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