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Chapter 1: How Database Marketing Works
Table 1-1 Effect of 5 Percent Increase in the Retention Rate
Table 1-2 Risk/Revenue Matrix
Table 1-3 Price Offers
Chapter 2: The Mirage of CRM
Table 2-1 Warehouse Cost
Table 2-2 Database Cost
Table 2-3 Comparison
Table 2-4 Net Profit
Table 2-5 Life Insurance Net Present Value
Table 2-6: New NPV
Table 2-7 Gains from 5 Percent Increase
Chapter 3: Selling on the Web
Table 3-1 Monthly Value of a Commercial Consumer Web Site
Chapter 4: Computing Lifetime Value
Table 4-1: Changes in Ownership over the Years
Table 4-2: Adjusted Repurchase Rates
Table 4-3: Final Repurchase Rates
Table 4-4: Lifetime Value
Table 4-5: Discount Rate Conversions
Table 4-6: Lifetime Value after Retention Programs
Table 4-7: LTV Gain
Table 4-8: Car Leasing LTV
Table 4-9: Improved Lease LTV
Table 4-10: Lease LTV Gain
Table 4-11: New-Car Purchases by Used-Car Owners
Table 4-12: LTV of Used-Car Owners
Table 4-13: Next Best Product
Chapter 5: The Value of a Name
Table 5-1 Chicago Home Buyers
Table 5-2 CD Buyers
Table 5-3 Sales by Medium
Table 5-4 Two Methods of Contact
Table 5-5 Value of a Name
Table 5-6 Lifetime Value for Wardchem
Table 5-7 Discount Rate Calculation
Table 5-8 Revised Lifetime Value
Table 5-9 Gains through Retention-Building Activities
Table 5-10 Annual Email Name Value
Table 5-11 Profit per Name from Regular Promotions
Table 5-12: Profit per Name from Low-Cost Item Promotion
Table 5-13 Profit per Name from Last-Minute Special
Table 5-14 Control LTV for Women’s Dress Chain Customers
Table 5-15 Improved LTV through Retention Messages
Table 5-16 Gains through Retention
Table 5-17 Name Value from Retention Messages
Table 5-18 Name Value from Follow-Up
Table 5-19 Name Value from Viral Marketing
Table 5-20 Name Value from Newsletters
Table 5-21 Value of Name Rental
Table 5-22 Total Name Value
Chapter 6: The Power of Communications
Table 6-1: Cost per Response: Email vs. Direct Mail
Table 6-2: Stride Rite Results
Chapter 7: Customer Response
Table 7-1 Comparative Media Results
Table 7-2 Card Response
Table 7-3 Cost per Registrant
Table 7-4 Responses from an Unknown Source
Table 7-5 Trucks Sold
Table 7-6 Overall Truck Promotion Results
Chapter 8: Marketing to Customer Segments
Table 8-1 Quadrant Marketing
Table 8-2 Testing Segment Promotions
Table 8-3 Age Segment Promotion
Chapter 9: Helping Business Customers to Become Profitable
Table 9-1 Sales by SIC Groups
Table 9-2 Customer Companies by Number of Employees
Table 9-3 Average Sales by Product Type
Table 9-4 Next Best Product for XYZ Company
Table 9-5 Ranking of Sales within a Territory
Table 9-6 What the Top Three Customers Buy
Table 9-7 Top Products of Prospect Companies
Table 9-8 Base LTV
Table 9-9 Annual Costs of VMI Software
Table 9-10 Improved LTV
Table 9-11 Profit Gain with New System
Chapter 10: Customer Management
Table 10-1 Warehouse Costs
Table 10-2 Increased Profits from Complete Data Warehouse
Table 10-3 Increased Profits from Data Mart
Table 10-4 Warehouse Costs
Table 10-5 Risk/Revenue Analysis
Table 10-6 Increased Return
Table 10-7 LTV before Loyalty Program
Table 10-8 LTV with Loyalty Program
Table 10-9 Gain in LTV from Loyalty Program
Table 10-10 Prospect Report
Table 10-11 Lotto Results
Table 10-12 Segment Performance during the Second Year
Chapter 11: Letting Them Come behind the Counter
Table 11-1 One-Time Costs
Table 11-2 Yearly Costs
Table 11-3 Base LTV
Table 11-4 Improved LTV with New System
Table 11-5 Gain from Changes
Chapter 12: Can Database Marketing Work for Catalogers?
Table 12-1 LTV of Catalog First-Time Buyers
Table 12-2 Improved LTV with Web Site Software
Table 12-3 Gains from Software Improvements
Table 12-4 Market Penetration
Table 12-5 First-Year Results
Table 12-6 One-Time Setup Costs
Table 12-7 Profit from Email Marketing, Year 2
Table 12-8 Second-Year Results
Chapter 13: Finding Loyal Customers
Table 13-1 Penetration Analysis
Table 13-2 Results before Using Cluster Selection
Table 13-3 Results after Using Cluster Selection
Table 13-4 Selling to Segments
Table 13-5 Regular-Customer LTV
Table 13-6 Referred-Customer LTV
Chapter 14: Profile Marketing
Table 14-1 Return on Promotion
Table 14-2 Cost per Survey by Mail
Table 14-3 Cost per Survey by Email
Table 14-4 Results of a Survey
Table 14-5 Cost of a Survey
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The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs
ISBN: 0071363661
EAN: 2147483647
Year: 2002
Pages: 226
Authors:
Arthur Middleton Hughes
BUY ON AMAZON
Lotus Notes and Domino 6 Development (2nd Edition)
Types of Applications
Working with Fields
Working with Form-Level Events
Designing Views
Data Connection Resources
Image Processing with LabVIEW and IMAQ Vision
CMOS Image Sensors
Image Standards
Digital Imaging and Communication in Medicine (DICOM)
Frequency Filtering
Pixel Value Analysis
Oracle Developer Forms Techniques
Advanced Forms Programming
Summary
Object and Code Reusability
A New Look at Relations Using REFS
Record Groups and LOVs Based on Objects
GO! with Microsoft Office 2003 Brief (2nd Edition)
Objective 3. Maximize, Restore, Minimize, and Close a Window
Key Terms
Objective 1. Create a Decorative Title
Objective 13. Use a Summary Sheet
You and GO!
Special Edition Using FileMaker 8
Getting Started
Whats an Advanced Calculation Technique?
Formatting Exported Data
Getting Your Databases Ready for Custom Web Publishing
FileMaker Server and Server Advanced
Microsoft Office Visio 2007 Step by Step (Step By Step (Microsoft))
Working with 1-D and 2-D Shapes
Modifying Shape Connections
Laying Out Office Spaces
Adding Door, Window, and Furniture Shapes to Office Layouts
Creating Network Diagrams
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