How to do the database marketing in entrepreneurial enterprises

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With the rise of China's economy, enterprises in line with international standards of continuous innovation and the introduction of advanced management concepts and business model. Database marketing has been repeatedly mentioned in recent years. Especially in the Internet age, this kind of active marketing method is to be praised by many modern enterprises. However, what is the database marketing of the definition of database marketing, is a opinions. How to do, how to do a good job in database marketing, is recount.

First, we must understand what is the database battalion sales. We give the following definition:

Database marketing, is a set of content covering existing customers and potential customers, can be expanded at any time, cut, follow up, update the dynamic database management system.

Its functions are:

First, to confirm the customer grade, customer habits, so as to understand the classification of customers;

Second, with effective customers to establish long-term, high-quality good partnership;

Establish an advanced model based on the database to enable it to:

1, in the appropriate time, the appropriate way to convey effective information to the appropriate customers;

2, effectively win customer support and trust;

3, the smallest marketing expenditure to obtain the greatest benefits;

4, the establishment of customer loyalty to the brand;

5, so that the profits of enterprises to achieve maximum.

Database Marketing Background:

With the improvement of people's living standard and the diversification of consumption patterns, customer relationship marketing is paid more and more attention. Therefore, enterprises must understand the needs of customers in various aspects, and according to the customer's personality and their needs, to provide suitable for their goods or services. Database Marketing provides a solution for enterprises to meet the different needs of different customers, and this kind of marketing has made marketing management a big step towards informatization. Therefore, the database marketing belongs to the frontier discipline, it combines information technology and marketing to learn in one.

Database marketing involves objects:

First, the marketing object is a variety of needs of customers. The second is large to hundreds of thousands of, millions of customer data information.

In the database marketing has a basic understanding, how can the database marketing well?

There are several key technologies in database marketing.

A. Data Warehouse construction

The "Data Warehouse", in short, is the collection of useful data from other systems, stored in a consolidated storage area. In fact, is a process of integration, the capacity of a particularly large relational database, to store the decision support system for the data needed for analysis and use. From the perspective of information technology, the goal of the data warehouse is to organize the data and, at the right time, to give the right information to the right people. This is an ongoing operation that is not done once and is different from the way in which the system was developed in the past. The common problem with data warehouses is how to integrate databases from different sources and quickly move data to the Data warehouse. The Data Warehouse can obtain the internal information and market information on demand, and know the reaction of the enterprise to the market.

The Data Warehouse extracts useful information from various types of databases of the enterprise and purifies the data. Data mining is based on these data, using predictive model, database segmentation, connection analysis and deviation monitoring analysis methods to find out valuable hidden events, give decision-making reference. Internationally suitable for data mining applications, including the financial industry, insurance, telecommunications, network-related industries, retail, manufacturing, health care and pharmaceutical industry. What these industries have in common is that they have a lot of information. These industries are also the fastest growing areas of database marketing.

B. Data mining technology.

In the thousands of information oceans, if there is no effective data mining methods, will be effective and ineffective information mixed with the ocean lost.

The problem to be dealt with in data mining is to find out valuable hidden information in the complicated database, to analyze it, and to sum up the meaningful information into an organized structure model, as a reference for enterprises in making decision. In addition, data mining focuses on the analysis of the database, including the construction of the model or the determination of the characteristics of the data, whose main aim is to find valuable information from the database that was previously cared for. In fact, data mining is not simply a technology or a simple system software, but a combination of several professional technology applications.

The reason for the booming of data mining technology is that modern enterprises have collected a lot of information (for the collection of enterprise data can find a third party's professional data suppliers, such as customer management), including the market, customers, suppliers and competitors, as well as the future trends and other important information, But the overloading and unstructured of the data make it impossible for the Enterprise Decision unit to use the existing data effectively, and even make the decision-making behavior confusing and misuse. If we can excavate different information and knowledge from huge database through data mining technology, as the use of decision support, it will be the advantage of enterprise competition.

With data mining, enterprises can excavate the information from the huge database, and profit from the use.

For example, the customer's habits, personality, personal characteristics, can become a trading guide factors. These miscellaneous information, if there is no dedicated mining system, it is difficult to obtain.

Data mining has three main purposes: acquiring new customers, retaining old customers and increasing customer consumption.

Some application examples of data marketing

Intelligent miner, for example, found that a cheese product ranked No. 209 in sales, but 25% of the customers with the highest consumption often bought the cheese, which was the most Safeway of customers to offend. If you use the traditional analysis method, this product will soon be off the shelf, but in fact this product is very important. Safeway also found that 8 of the 28 brands of orange juice were particularly popular. As a result, the company rearranged the shelves to increase the sales of orange juice to the maximum. Also, Safeway can use the monitoring function in data mining to monitor the long-term buying behavior when they understand what products they buy each time they purchase. By combining this data with demographic data from the primary database, Safeway's marketing department can send out emails based on the characteristics of each family, which is the trend of which products to buy.