Helmar.org - CRM Consulting, WebDesign, Photography, and much more! http://www.helmar.org/ 2009-07-13T10:22:17Z This is an XML content feed. It is intended to be viewed in a newsreader or syndicated to another site, subject to copyright and fair use. http://www.helmar.org/index.php?id=356 Prompted by Darrin Coe's <a href="http://www.helmar.org/index.php?id=16">comment on this site</a>, I visited this Clarion blog at Consumer Thinking and found it to be a worthwhile resource for marketers. Go pay it a visit! <P> 2005-03-04T08:20:11Z Helmar http://www.helmar.org/index.php?id=345 Independent consultant Graham Hill and I are having a discussion on CRM Guru about CRM, change, buy-in, profit, corporate social responsibility and more. I have posted my reply here for your information <P> 1. The vast majority of businesses are in business to grow value(from customers) by making a profit, indeed, businesses that don't do this tend to go out of business quickly. Fair...<p> 2005-02-14T16:45:46Z Helmar http://www.helmar.org/index.php?id=327 It is with great sadness to inform you that on January 6th, one of the greatest <a href="http://www.rayjutkins.com" target="_blank">Direct Marketers</a> ever gracing this Planet, *Rocket* Ray Jutkins, moved on to the worlds beyond after a long fight with leukemia. <P> I first met Ray in 1991 at the SADMA conference, where I was a delegate and he a speaker. He introduced himself by riding his hog down the centre aisle,...<p> 2005-01-12T21:06:49Z Helmar http://www.helmar.org/index.php?id=242 The issue of a customer-centered Marketing operation is anything but new. Nevertheless, there still confusion about both terminology and scope. That's why I think it's time to bring clarity to the matter, and once and for all dispel the myths surrounding it. This will enable us to understand not only the historical background, but also provide us with a guideline for future action. <P> The term Database Marketing originates from the days of plain Direct Mail. In order to manage the mailings, address information had to be stored on a database. In addition, there...<p> 2004-08-25T12:00:00Z Helmar http://www.helmar.org/index.php?id=241 On this page you will find a growing number of external articles that are worth reading. In concert with the restructuring and reorientation of Marketing Competence, you will also find articles and links that go beyond the traditional Relationship Marketing, Datawarehousing, CRM, etc. issues. The reason for this is simple: it has become obvious that there is more to business success than technical solutions or marketing strategies. Please remember that the links haven't been checked yet after the site revamp in August 2004. I shall weed them out as time goes by or if you let me know that they are broken. <P> <A HREF="http://www.crm-toolkit.com" target="_blank">CRM Tool-Kit</A> <P> "The CRM-toolkit holds what it takes to run a successful program and project. It contains the tools and key drivers all managers should use to achieve implementation...<p> 2004-08-24T10:00:00Z Helmar http://www.helmar.org/index.php?id=244 This article is intended for both: database marketers who wish to find out what benefits data mining could add to their existing operation, and for data miners who are exploring new application fields for the data analysis methods that they have mastered. The article describes how data mining and database marketing fit together and why combining the two concepts is so beneficial for the marketing business. <P> The discussed topics are: <P> What new opportunities result from adding data mining to the database marketing. How exactly the data mining enters the database marketing cycles. What steps are involved in...<p> 2004-08-23T12:00:00Z Sergei Ananyan http://www.helmar.org/index.php?id=245 This article is intended for both: database marketers who wish to find out what benefits data mining could add to their existing operation, and for data miners who are exploring new application fields for the data analysis methods that they have mastered. The article describes how data mining and database marketing fit together and why combining the two concepts is so beneficial for the marketing business. <P> As we have entered into and are passing through computer age, the use of database marketing is becoming more important. Why? Because as we are seeing margins decrease, the industry...<p> 2004-08-23T12:00:00Z Matt Stevens http://www.helmar.org/index.php?id=246 Despite the immense popularity of data warehouses, the truth is that in a perfect world they wouldn't exist. We wouldn't need them. In such a world, all of our operational systems would have consistent data. We wouldn't have a pointof-sale system storing data as "Male" and "Female" while the inventory system stores that information as "M" and "F." Nor would we have our general ledger application storing "26-Nov-1995" while our American inventory system stores "11/26/95" and its European counterpart stores "26/11/95." And we wouldn't be bothered with such annoyances as having "delivery date" mean the promised delivery date in our order-entry system while it means actual delivery date in our package tracking application. <P> Despite the immense popularity of data warehouses, the truth is that in a perfect world they wouldn't exist. We wouldn't need them. In such a world, all of our operational...<p> 2004-08-23T12:00:00Z Ken Rudin http://www.helmar.org/index.php?id=247 Whenever direct marketers talk about databases, we talk about technology. We've been seduced by the in-credible power of computers and the dizzying array of sophisticated database programs, all of which increase the speed and agility with which we can store and manipulate data. So why are we as an industry still content with a 2 percent response rate? If we take a step back and look at the corollary, we find that 98 percent of our audience ignored our message as irrelevant! <P> 2004-08-23T12:00:00Z Ernan Roman http://www.helmar.org/index.php?id=243 Data mining is one of the most promising modern information technologies. The corporate world has learned to derive new value from data by utilizing various intelligent tools and algorithms designed for an automated discovery of non-trivial, useful, and previously unknown knowledge in raw data. <P> Which factors influence the future variation of the price of some security shares? What characteristics of a potential customer of some service make him/her the most probable buyer? <P> These and numerous other...<p> 2004-08-23T10:00:00Z Mikhail Kiselev & Sergei Ananyan http://www.helmar.org/index.php?id=15 It was 1996 when this site was born. Eight years in Internet time is more than a generation in real time. Back then, the slogan was "The Internet's Resource on Database Marketing and Relationship Management". This was at a time when nobody even mentioned the word "Customer Relationship Management". Marketing Competence has always been at the forefront of marketing thinking and its practical application. It was the first site dedicated to what later became CRM - without explicitly using that term. I also had the honour to found the first email discussion list dedicated to this subject. It is August 2004 at the time of writing; I have just revamped my entire web presence, including Marketing Competence. I hope you like the new look and functionality. I will add more content as time goes by, but so far everything other than the company and consultants directories have been moved over. <P> When I initially launched the site, the information published was relevant and educational. But times have changed. My understanding of marketing and business has changed too and with it my...<p> 2004-08-23T01:06:00Z Helmar http://www.helmar.org/index.php?id=16 There has been much written and discussed about the theory of Relationship Marketing. But what about the "practice"? What is it, and how do you actually implement it and combine the theoretical "feel good" talk with practical actions which work and achieve results? Relationship Marketing is simply a method of selling products and services by building a relationship with clients and prospects. In an era of increasing customer skepticism and education, it is quite simply the only common sense way to sell within an increasingly sophisticated marketplace. <P> The days of the hard sell are dead. You saw what happened to Gordon Gekko with his "Greed is good". Customers today are simply too smart and too educated to...<p> 2004-08-12T12:30:00Z Cathy Allington http://www.helmar.org/index.php?id=256 Imagine yourself in a helicopter over Milwaukee, USA, on the shiny morning of June 13, 1998. You look down casually on the crisscrossing tangle of roads on Interstate 94, and then do a double take. You can't believe your eyes. It seems like there are thousands of moving objects on the highway below. You watch in horror as a veritable sea of black advances like warrior ants into downtown Milwaukee. <P> Thousands upon thousands of Harley bikers swathed in trademark leather and shining chrome bikes seem to be almost invading the city. The roads of Milwaukee seem to be lined with...<p> 2004-06-10T01:00:00Z Steve Schroeder http://www.helmar.org/index.php?id=255 Do we have a membership program in place for our business? If not, we are not only missing a huge revenue stream from advance sales and membership fees, our spending on traditional advertising is much higher than it should be. Research from Bain and Co. shows nearly 90% of responses from traditional advertising is generated from existing customers. Have we considered offering a low cost yearly membership into our business with special savings and benefits for members only? There are very inexpensive solutions for custom membership cards which not only simplify the entire process; they brand our logo and name inside the wallets of our customers. <P> Why a Membership Fee? <P> Companies continue to spend a large portion of their budget attempting to attract new customers when nearly 90% of this money is simply used as a reminder...<p> 2004-04-01T01:00:00Z Steve Schroeder http://www.helmar.org/index.php?id=254 Although the love of money may be the root of all evil, the love of customers may be the root of all profits! Many business owners have gambled a great deal of these profits at the poker table of CRM (Customer Relationship Management) and have come up empty or been bluffed out of the game. Customers are much more demanding, but are also much more responsive to convenient savings and properly implemented gift and loyalty strategies. Over 90% of CEO&#8217;s surveyed indicated customer loyalty as the number one priority for 2004. The game has never been more important to play correctly. <P> I have listed the 7 most important &#8216;cards&#8217; in helping business owners develop a winning hand with customers. By reading the list and checking it twice, it may help...<p> 2004-02-12T12:00:00Z Steve Schroeder http://www.helmar.org/index.php?id=14 Companies have recognised that they must develop and maintain a relationship with their customers and prospects, so that they fully understand their needs before making the sale. The strength of this relationship will depend on how much information is held on customers and prospects, and how that information is used in the marketing cycle. Many companies have discovered that a lot of this data already exists in internal computer systems. Knowledge about customers' buying habits, interests, wealth, needs and wants. This information is spread around a company, sometimes on computer but more often on paper (response coupons, order forms, questionnaires). This information is usually collected for a specific purpose. These are all pieces of a jigsaw puzzle that are unconnected. It is only when it brought together in one place, that the jigsaw is assembled. The Marketing Database is the home for all this information bringing together names and addresses and marketing data. <P> There is no single solution to developing a Marketing Database, the needs of every company are different: Business to business marketing Consumer marketing Retail FMCG Motor sector The business objectives are...<p> 2002-02-19T03:30:00Z John Wallinger http://www.helmar.org/index.php?id=13 I think that over the years I have developed a reputation for providing sound advice and insight as far as all matters TCM and CRM are concerned. I have developed various websites on this topic, created the first DBM/RM discussion list on the Net, spoken at various national and international conferences, written countless articles and been quoted in a number of high profile marketing publications. So please assume for a moment that I know what I am talking about, and follow me to the land of Sonork. <P> Since CRM came up as a buzzword, I have been looking for proper CRM software. But I couldn't find any. Why? Because contrary to what vendors and consultants want you...<p> 2001-01-25T07:15:00Z Helmar http://www.helmar.org/index.php?id=12 "These targeting, tracking, and personalization schemes are mechanistic answers to psychological questions. Customers are human beings, first and foremost, quirky and elusive and unpredictable. That's why, in a lot of cases, all the data mining and click-tracking analysis in the world doesn't work as well as simply asking customers what they want." Wow! This is the first time ever someone told the truth about 1-1 and CRM in such length and in such detail. The sad thing, though, is that nothing is going to change. <P> True CRM and 1-1 marketing can only succeed in an organisation willing to change its attitude towards itself, its customers and society. But as only a minority of managers and...<p> 2000-09-30T06:30:00Z Helmar http://www.helmar.org/index.php?id=11 So you're doing CRM, I heard? Or are interested in it? Then let me tell you: don't believe a word out there! I just returned from ZD Events 'CRM 99 Conference' in San Francisco, and have the news for you that the guys in the USA - with very few exceptions - are way off track. In fact, they seem to have misunderstood the entire idea behind CRM, and therefore developed a narrow and short-sighted view of it that will soon be reflected in their business performance. Mark my words! <P> All messed up CRM, as they see it, mainly revolves around Customer Support, Help Desks and Sales Force Automation. Little do they know that business intelligence, campaign management, as well as...<p> 1999-12-13T09:30:00Z Helmar http://www.helmar.org/index.php?id=249 Each generation of database marketing systems has encompassed more activities, to the point where today's most advanced vision of "relationship management" involves coordinating all corporation systems to maximize the long-term value of each interaction with every customer. While this is a worthy and exciting goal, it is also one that requires changing virtually every system, business process and reporting structure in an organization. Some firms will have the commitment and resources to make this happen. Most won't. <P> So what happens to the laggards? Professional visionaries--a group that includes academics, consultants, authors, and, yes, even newsletter columnists--often suggest that anyone who fails to follow their lead is...<p> 1999-12-10T01:00:00Z Dave Raab http://www.helmar.org/index.php?id=250 By now, it is embarrassingly common observation that the Internet is well suited for relationship marketing. What's less obvious is exactly which technologies you need to make it happen. <P> Start with the database. Surely this must be the foundation, just as it has been for non-Internet forms of relationship and database marketing? And surely it will look...<p> 1999-07-05T02:00:00Z Dave Raab http://www.helmar.org/index.php?id=248 Myths help us make sense of reality. But while stories can impose a useful structure on the jumble of experience, they can also block us from recognizing unexpected truths. That's why it's worth looking at naked facts once in a while to see whether any new patterns have emerged. <P> In the database marketing software industry, the annual update of the Raab Associates Guide to Database Marketing Systems provides an opportunity for this type of reevaluation. New statistics derived...<p> 1999-06-15T12:00:00Z Dave Raab http://www.helmar.org/index.php?id=252 Most people have heard about the concept of customer lifetime value, but few have actually computed it for their own customers. They feel that they lack the data needed to do the computation. Even if they were able to create produce a number, most people don't know what to do with it once they have it. In this short article, I hope to clear all of this up. When you finish reading it, you should be able both to compute your customer lifetime value, and to use it in your marketing strategy. <P> To understand lifetime value, let's take a hypothetical situation. Let's compute the lifetime value of a group of newly acquired Hertz car rental business (not consumer) customers. (Note: the numbers...<p> 1998-12-04T12:00:00Z Arthur Hughes http://www.helmar.org/index.php?id=10 As you may know, I run an e-mail discussion list on Database Marketing and Relationship Management with more than 300 subscribers from all over the world and all walks of life. I also attend conferences as a speaker, read on- and offline magazines, am on other mailing lists and newsletters - the works. In other words, I pretty much know what's out there, and what not. <P> It's the 'not' that worries me, because as far as DBM/RM is concerned, there seems to be very little in this world that is shrouded in more secrecy than this...<p> 1998-11-10T12:00:00Z Helmar http://www.helmar.org/index.php?id=253 Call it relationship marketing, customer intimacy, database marketing, one-to-one, or whatever--the idea that companies should tailor their actions to individual customers is now largely accepted as conventional business wisdom. But companies seeking tools to implement the concept find themselves accosted by a wildly different vendors, each promising the One True Way to marketing salvation. The resulting confusion has become a major impediment to industry success. <P> It doesn't have to be this way. While stampeding vendors will always raise a lot of dust, the main features of the terrain are still visible underneath. In...<p> 1998-10-01T02:30:00Z Dave Raab http://www.helmar.org/index.php?id=9 I have just returned from yet another conference on loyalty, this time amongst high net-value customers, in Johannesburg. I begin to wonder why people are still flocking to these events, spending big money on being presented with ... the obvious. All the tools are out there, ready-made or in need of some customization. All the knowledge is out there, too, plentiful. Yet companies, and particularly those attending the conferences, seem to look for a quick fix, this magical formula up there in marketing heaven. <P> Luckily, this latest conference made it patently obvious that this magical formula just doesn't exist. Regardless of topic presented, the one message that came through again and again was: all...<p> 1998-08-27T05:45:00Z Helmar http://www.helmar.org/index.php?id=251 Database marketing is expanding all over. There is a mad rush to find candidates to fill the positions. Since I lecture on the subject, I am often asked, "What are the qualities that we should look for in seeking the ideal person to do database marketing?" This article is an attempt to answer that question. It seems to me that there are six primary capabilities that a person must possess to be successful. <P> The ideal database marketer must: <P> Apply winning strategies Understand the customer&#146;s point of view Be a leader Be active in checking operations and output Be good at financial analysis Be an...<p> 1998-07-01T01:52:00Z Arthur Hughes http://www.helmar.org/index.php?id=8 First it was just a mere observation, but I wasn't quite sure if my perception was right or not. Now I know! Wherever you look or listen, even among the experts, Database Marketing is equalled with some kind of Direct Marketing, and more often than not, this is equalled with direct mail. Weird, because these 'practitioners' place limits upon themselves where they aren't any. Needless to say they will never benefit from the real power of Database Marketing, which, as you may have guessed now, extends far beyond direct marketing and direct mail. <P> But how come? The answer is easy. Whereas maintaining a mailing list and doing some queries is easy stuff and can be done largely without any human interference, anything that...<p> 1998-05-01T02:30:00Z Helmar http://www.helmar.org/index.php?id=7 Do you believe in lifetime customer loyalty? I don't. Granted, there are exceptional cases where it does exist, but that's like marriages that weather the time for five or more decades; the exception rather than the rule. I don't understand how consultancies can freely abuse the term loyalty, even throw around a term even more audacious: 'customer ownership'. But doesn't that show their real attitude towards the customer? Isn't that why real loyalty is so hard to 'achieve'? I certainly think so. <P> As long as companies regard their customers as something 'they own', rather than something they have the pleasure of sharing a mutually beneficial time with, they will wonder why they...<p> 1998-01-13T12:30:00Z Helmar http://www.helmar.org/index.php?id=6 One of the most difficult, time-consuming and costly parts in your Database Marketing Strategy is choosing the right software tools. Often you will find a dearth of systems in place that do not talk to each other. Hundreds of hours are wasted by extracting the information, formatting it and making it available to yet another database system. <P> I have been looking hard to find 'the one and only' solution, an 'off the shelf' product that you can use if you want to start from scratch as far...<p> 1997-10-04T01:45:00Z Helmar