Winning telco customers using marketing database

목차 (Table of Contents)

• CONTENTS
• Preface = xxiii
• The marketing WAR = xxiv
• Acknowledgments = xxv
• Introduction = xxvii
• Welcome to the world of telecommunications marketing = xxvii
• Why a book like this is essential = xxvii
• Telecommunications is redefining the world as we know it = xxviii
• Telecommunications is now considered to be a human right = xxviii
• The role of marketing in telecommunications = xxix
• Why marketing is so crucial = xxix
• The competitive imperative = xxix
• Like it or not, you must market = xxx
• To succeed, you must market well = xxx
• The role of the marketing process = xxx
• Developing a model of the marketing process = xxx
• The role of the marketing database in telecommunications = xxxi
• Who should read this book = xxxi
• Marketing executives and practitioners = xxxi
• Computer systems developers and supporters = xxxi
• Marketing modelers = xxxii
• Advertising agencies and direct marketing firms = xxxii
• Telecommunications executives = xxxii
• Hardware, software, and consulting sales organizations = xxxiii
• How this book is organized = xxxiii
• Part 1 : An introduction to telecommunications marketing = xxxiii
• Part 2 : Understanding marketing campaigns = xxxiv
• Part 3 : Analytics = xxxvi
• Part 4 : The marketing process = xxxvii
• Part 5 : The marketing database = xxxviii
• Part 1 An Introduction to Telecommunications Marketing = 1
• 1 We Don't Need to Market-We Are the Phone Company! = 3
• We are the phone company! = 4
• U.S. telephony foundations = 4
• Deregulation around the world = 8
• Current rate of deregulation in the worldwide telecommunications industry = 8
• The telecommunications marketplace today = 9
• Understanding competition in telecommunications = 10
• Why is competition a bad thing for telecommunications? = 10
• So why have competition now? = 12
• Telecommunications - multiple lines of business = 12
• The role of marketing in the telecommunications firm = 13
• The goal of every telecommunications firm = 13
• Perceptions of marketing in telecommunications = 15
• Why is the integration of marketing the key to success? = 15
• The big secret about marketing = 16
• 2 An Introduction to Telecommunications Marketing = 17
• What is marketing anyway? = 17
• Organizational challenges in the telecommunications industry = 18
• The need for a framework = 19
• Initiating the process = 20
• Sources of influence = 20
• The "forces" model of marketing influence = 22
• Applying forces to the marketing process = 23
• Understanding campaigns = 24
• The components of a campaign = 25
• Merchandise-what do telcos sell? = 25
• The market-who are the telco customers? = 26
• Defining messages : the major objectives for campaign activities = 27
• Different media and their impact on campaigns = 27
• Margins : the pricing and profitability issue = 29
• Multidimensional view of telco marketing = 29
• Line of business combinations = 29
• Long-distance combinations = 30
• Wireless combinations = 31
• Wireline combinations = 31
• 3 The Core Marketing Process = 33
• The elusive marketing process = 34
• The core marketing process = 34
• Prioritization and goal setting = 35
• Stages of prioritization and goal setting = 36
• Modeling = 37
• Definitions of key analytics = 38
• Campaign development = 39
• Campaign execution = 40
• Feedback mechanisms and the marketing database = 40
• Post-campaign analysis = 41
• General feedback throughout the process = 41
• Providing support for the marketing process = 41
• Processes, techniques, and skills = 42
• The telco marketing database = 43
• Three primary functions delivered by a telco marketing database = 43
• Core data collections used to support marketing = 45
• Timing issues with the marketing process = 46
• Part 2 Understanding Marketing Campaigns = 49
• 4 Telecommunications Strategy and Campaigns = 51
• Strategy and campaigning = 51
• Definition of terms = 52
• Strategy in the world of telecommunications = 52
• Principal assets of a telecommunications company = 52
• Organizational assets = 53
• Marketing assets(customers and market image) = 55
• Network assets = 58
• Network investment : the number one strategy component = 59
• Why is so much investment needed? = 60
• Marketing strategy development = 62
• Marketing versus corporate strategy = 62
• Marketing can help achieve objectives = 63
• Campaigns and telecommunications = 64
• MCI's "Friends and Family" campaign = 65
• AT&T Digital One Rate = 67
• 5 Media, Messages, and Outsourcing = 69
• Media = 69
• Advertising(broadcast) media = 70
• Promotion = 71
• Direct marketing = 72
• Organization as medium = 74
• Hybrid activities = 75
• The effect of media selection on the marketing process = 75
• Messages and missions : the relationship between marketing, sales, and customer service = 76
• The role of channels = 77
• The Costa model of channel objectives = 77
• Single sourcing of messages = 78
• "Best practices" channel utilization = 79
• Messages : what do you want to convey? = 80
• Direct versus indirect messages = 80
• Action versus attitude messages = 81
• Tying the messages to the objectives = 81
• Role of segmentation in message development = 82
• Messages delivered at many levels = 82
• Examples of events and interpretations = 83
• Conflicted messages(a. k. a. antimarketing) = 84
• The role of the marketing database in message management = 84
• The role of testing in message development = 84
• Message testing metrics and models = 85
• Media and message development : the role of agencies and outsourcing = 85
• Advertising agencies = 86
• Database marketing firms = 86
• Specialist consultants and services = 87
• 6 Direct Marketing = 89
• Definition of terms = 90
• Direct marketing = 90
• The direct marketing industry = 90
• Database marketing = 90
• Database management in non-direct-marketing firms = 91
• Customer relationship marketing or customer relationship management = 91
• Direct marketing in consumer versus commercial business = 92
• Direct marketing and the telecommunications firm = 93
• The direct marketing process = 93
• Simple direct marketing = 93
• The core direct marketing disciplines = 94
• Fitting direct marketing into the overall marketing process = 97
• The telecommunications marketing process against a direct marketing backdrop = 98
• Applying direct marketing to telecommunications marketing = 100
• 7 Advertising and Promotion = 101
• The elusive nature of broadcast media and promotion = 102
• Choosing whom to deliver the message to = 102
• Advertising development process = 103
• Promotion development process = 104
• Fitting advertising and promotion into the telecommunications marketing process = 104
• Prioritization and goal setting = 105
• Competitive activity = 105
• Image advertising = 105
• Strategy and advertising = 106
• Deep pockets = 106
• Market share considerations = 106
• Well-funded versus lightly funded competitors = 107
• The risk associated with weak commitment = 107
• Capabilities and infrastructure = 107
• Modeling = 108
• Campaign planning = 108
• Campaign execution = 108
• Feedback and measurement = 109
• 8 Acquisition, Retention, and Wallet-Share Campaigns = 111
• Variations in approach based on objectives and messages = 112
• Objectives and messages : what is the difference? = 112
• Acquisition campaign = 112
• Three major types of acquisition campaigns = 112
• Acquisition : motive forces = 113
• Acquisition : spoiler forces = 114
• Acquisition : prioritization and goal setting = 115
• Acquisition : modeling = 115
• Acquisition : campaign development and execution = 118
• Acquisition : feedback and measures = 119
• Retention(churn) campaign = 119
• Retention campaign approaches = 119
• Retention and the spoiler and motive forces = 121
• Retention : prioritization and goal setting = 123
• Retention : modeling = 123
• Retention : campaign development and execution = 125
• Retention : feedback and measures = 125
• Wallet-share campaign = 125
• Types of wallet-share campaigns = 126
• Wallet share : forces = 127
• Wallet share : prioritization and goal setting = 127
• Wallet share : modeling = 127
• Wallet share : campaign development and execution = 128
• Wallet share : feedback and measures = 128
• Part 3 Analytics = 129
• 9 Product, Customer, and Competitive Analysis = 131
• Product(line-of-business) analysis for telecommunications = 132
• Product lines(line-of-business) inventory analysis = 132
• Product profitability = 134
• Product pricing = 137
• Product research and development = 137
• Customer analysis(segmentation) for the telco = 137
• What is segmentation? = 138
• How do you develop a segmentation scheme? = 138
• What do you do with a segmentation scheme? = 139
• Why develop so many different segmentation schemes? = 140
• Segmentation analysis is an ongoing process = 142
• Telecommunications competitive analysis = 142
• Industry trends and directions = 142
• Product life cycle analysis = 143
• 10 Simple Segmentation = 147
• Segmentation : an overview = 148
• Segmentation : a basically simple process = 148
• Role of segments in the marketing process = 150
• Different types of segments = 150
• Structural segments = 151
• Geographical segments = 152
• Product segments = 152
• Commercial segments = 153
• Why is understanding structural segments important? = 154
• Creating structural segments = 154
• Categorical segments = 155
• Simple(univariate) categories = 155
• Techniques for the creation of univariate segments = 158
• 11 Complex Segmentation = 161
• Complex(multivariate) categories = 161
• Examples of complex segments = 162
• Techniques for creating multivariate segments = 164
• Recursive reporting techniques = 164
• Challenges to the execution of recursive reporting segmentation = 167
• Classical statistical approaches = 169
• Neoclassical statistical approaches = 172
• Compound(multidimensional) categories = 175
• Categorical information : commercial versus consumer = 177
• Sources of information for complex segmentation = 177
• Internal systems = 178
• Purchased or rented lists = 178
• 12 Behavioral Segmentation = 181
• In pursuit of better segmentation = 181
• Behavior as the basis for segmentation = 182
• Behavioral segmentation in telecommunications = 182
• Learning from direct marketing = 183
• Recency, frequency, and monetary(RFM) = 184
• Types of telecommunications behaviors = 185
• Subscribe behavior = 186
• Spending behavior = 186
• Utilization behavior = 187
• Payment／credit behavior = 187
• Maintenance behavior = 187
• The customer behavior function, Bf = 187
• Sources and methods of behavior segmentation = 189
• Billing and account history analysis = 189
• Finding and using billing information = 190
• Applications of billing data = 190
• Analyzing and displaying billing system data = 191
• Call detail record analysis = 192
• Finding and using call detail records = 193
• Managing the cost of call detail record manipulation = 194
• Applications of call detail record data = 196
• Analyzing and displaying call detail record data = 196
• Credit history, customer service, and other data sources = 197
• Top telecommunications segments = 197
• Consumer segments = 197
• Commercial segments = 198
• Data mining versus categorization = 199
• How does segmentation fit into the process? = 199
• The segmentation life cycle = 201
• Tracking the life of a segmentation scheme = 202
• 13 Scores and Functions = 205
• Definition of scoring = 206
• Different types of scores = 206
• Ranking scores(ordinality) = 206
• Probability scores = 207
• Desirability scores : weighting and customer functions = 207
• Customer value functions = 208
• Why do we need a customer value function? = 208
• Calculating the customer value function = 209
• Creating the customer value function = 211
• Using the customer value function = 212
• Lifetime value functions = 212
• Calculating the lifetime value of a customer = 212
• List scoring = 213
• The direct marketing process = 213
• The list scoring process in action = 214
• Gains charts and "lift" = 215
• Cutoff lists = 217
• Credit and fraud scoring = 218
• Part 4 The Marketing Process = 219
• 14 Prioritization and Goal Setting = 221
• A closer look at the marketing process = 221
• Marketing : a continuous melee of a process = 222
• Participants in the marketing process = 225
• Campaign objectives = 226
• Marketing projects and the prioritization and goal-setting process = 227
• Identification of sponsors = 228
• Creation (funding) of projects = 228
• Assembly of teams = 228
• Identification of objectives = 229
• Identification of constraints = 229
• Initial definition of the campaign components = 229
• Prioritization and goal setting : interconnectivity = 232
• From prioritization and goal setting to modeling = 232
• From postcampaign analysis and feedback into prioritization and goal setting = 232
• 15 The Modeling Process = 235
• Marketing projects and the modeling process = 235
• Marketing plan optimization : a multidimensional problem = 236
• Modeling : the optional process = 237
• What is modeling? = 238
• Marketing model : a definition = 239
• Different types of models = 239
• Market(segmentation) models = 240
• Merchandise(product) models = 240
• Message(objective and approach) models = 240
• Media(campaign performance) models = 241
• Margin(profitability) models = 241
• Hybrid models = 242
• Compound models versus discrete models = 242
• Components of a discrete quantitative model = 243
• Modeling "chains" = 244
• Role of data in modeling chains = 246
• Modeling during the modeling step = 246
• Modeling during the campaign development step = 247
• Marketing model templates = 247
• Acquisition(preferred behavior) model template = 248
• Basic assumptions = 248
• Basic components = 249
• Contributory models = 250
• The acquisition model : logical template = 250
• Variations in the process = 254
• 16 Campaign Development and Execution = 588
• Marketing projects and campaign development = 256
• Objectives of the campaign development stage = 256
• Major steps in development = 257
• Finalizing the five components = 258
• Testing = 258
• The media production cycle = 260
• Marketing projects and campaign execution = 263
• Objectives of the campaign execution stage = 263
• When the campaign does not go well = 264
• Steps in campaign execution = 264
• Prepare campaign monitoring mechanisms = 265
• Marketing project feedback and analysis = 266
• The dynamic nature of the telco marketing process = 266
• Interplay of information and dependencies between stages = 267
• Core competency holds the process together = 267
• Core computer systems／marketing database capability = 267
• Part 5 The Marketing Database = 269
• 17 Marketing Database Functionality = 271
• Basic functions = 272
• Relating the database to the process = 272
• Query and reporting subsystem = 273
• Query and reporting technologies = 273
• Formats = 274
• Information databases = 275
• Query and reporting support skills = 276
• Marketing steps and query and reporting contribution = 277
• Analytics = 277
• Marketing tools = 278
• Format = 278
• Information databases = 279
• Analytic support skills = 279
• Analytics and the marketing process = 280
• Process management = 281
• Major process management subsystems = 281
• Process management tools = 282
• Process management skills = 283
• Process management information stores = 283
• 18 List Management = 285
• List management = 286
• List management and prioritization and goal setting = 286
• List management and modeling (segmentation) = 286
• List management and direct marketing campaigns = 287
• Major components of the list management function = 288
• List acquisition = 288
• Sources for consumer lists = 289
• Sources for business(commercial) lists = 290
• Costs for external lists = 290
• Quality and utility of external lists = 291
• Managing external list utilization = 291
• List construction = 291
• Synchronization issues = 292
• List preparation = 292
• Data field integrity = 292
• Name and address hygiene = 293
• Address and phone number accuracy = 294
• Customer／prospect keys = 294
• List integration = 294
• Match／merge = 295
• Merge／purge = 295
• List leasing and blind merges = 295
• List purchase = 296
• List utilization : segmentation studies and modeling = 296
• List utilization : direct marketing sourcing = 296
• List usage tracking = 296
• 19 Campaign Management = 299
• What do we mean by campaign management? = 300
• The marketing process and the role of campaigns = 300
• Campaign management software = 301
• Comparing campaign management software packages = 302
• Campaign management : best practices = 303
• Campaign management goals = 303
• Campaign management : media idiosyncrasies = 305
• Making campaign management work for all media = 307
• Identifying common denominators = 307
• Campaign management in action = 309
• Holistic analysis = 309
• 20 Marketing Database : Architecture = 311
• The custody and chaos of marketing database systems = 312
• Chaos in marketing = 312
• Custody = 312
• Function before architecture = 313
• Build it first, use it later = 313
• Query and reporting systems = 313
• Analytics = 314
• Process management = 315
• Organizational scope = 316
• Marketing database architecture : overview = 316
• Data warehousing = 316
• Data acquisition = 317
• Data sources = 317
• Data acquisition processing = 319
• Data acquisition options = 320
• Data storage = 321
• Conceptual model = 322
• Logical model = 324
• Physical model = 325
• Data access characteristics = 325
• Process management systems architecture = 326
• Hardware and software organization = 326
• Conclusion = 327
• About the Author = 329
• Index = 331