고객 거래 데이터를 활용한 마케팅 자원 최적 재배치 방법론 개발 = Development of Marketing Resource Optimizing Allocation Based on Customer Sales Data

다국어 초록 (Multilingual Abstract)

Even though efficient distribution of limited marketing resource has been an old issue of marketing, how to decide and optimize priority and share in various marketing activities including advertisement, sales promotion and other promotion activities and royalty program, usually depends on rules of experiences, which have been accumulated in a company. And then individual budget and execu-tion by product or function is done, and these cause not to consider relations between marketing activities or to make unnecessary overlapping investment in the perspective of corporate level. Considering these perspective, this study aims at suggesting a method to optimize budget by liking the conventional various marketing activities organizationally in the perspective of Acquisition-Retention-Expansion, a process of relation evolution process, which forms customer equity and considering priority of importance of each activi-ty. Most distinctive characteristic of optimizing method suggested here is, for criteria of distribution of marketing activities and budg-et, not to depend on simple amount of sales but to focus on marketing capabilities differentially through individual customer’s average contribution to sales in the pattern of movement of customer class, by analyzing it. Positive validity of the study was verified by us-ing Customer sales data from ‘A’ department store in Korea.

국문 초록 (Abstract)

한정된 마케팅 자원의 효율적 배분은 마케팅 분야의 오랜 화두이지만, 다양한 마케팅 활동에 대하여 그 우선순위와 비중을 어떻게 결정하고, 최적화할 것인가의 의사결정은 대개 기업 내부에 쌓여 온 경험의 법칙에 의존하고 있는 것이 현실이다. 특히, 제품 혹은 기능 중심의 개별적인 예산 수립이 이루어지고 있어 전사적 관점에서 볼 때 마케팅 활동간의 연관관계를 고려하지 못하거나 불필요한 중복 투자가 유발되는 원인이 되고 있다. 이에 본 연구에서는 고객자산이 형성되는 관계 진화 프로세스인 관계획득–관계유지–관계강화의 관점에서 기존의 다양한 마케팅 활동을 유기적으로 연계시키고, 각 활동의 중요도를 고려하여 예산을 최적화하는 방법론을 제시하고자 한다. 본 연구에서 제시하는 최적화 기법의 가장 큰 특징은 마케팅 활동의 배치와 예산 배분의 기준을 단순 매출액 합에 의존하는 것이 아니라, 고객 등급간의 이동 패턴을 분석하여 해당 이동형태별 1인당 평균 기여 매출액을 통해 마케팅 역량을 차별적으로 집중할 수 있도록 한다. 방법론적으로는 고객 등급별, 그리고 관계 진화 프로세스의 각 영역별 고객가치(중요도) 대비 마케팅 활동 수준(집중도)을 평가한 다음, 마케팅 투자 수익률을 고려한 경영과학적인 마케팅 자원의 재배치 방법론을 적용한다. 연구의 실증적 타당성은 국내 모 백화점의 고객 거래 데이터를 사용하여 검증하였다.

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