Download Database marketing for professional publishing

Nederland
Database Marketing for
Professional Publishing
Rudolf Vobornik RI, WKNL
Bart Heinsius, EOM Data
Agenda
● The
company
● Strategic issues
● CRM in the past
● A new approach
● The first solution (demo)
● The benefits
● The problems & challenges
The Company
●
Wolters Kluwer:
– Legal&tax, professional, scientific and
educational publishing
– Turnover (net)
6.035 mio (18% in NL)
– Profit (net)
681 mio
– Employees
16.505 (18% in NL)
Strategic Issues
● Customer
focus (CRM) instead of
product focus
● Horizontal cooperation of publishers
● Information services instead of products
Start of CRM concept
●
Professional Publishing Companies in the
Netherlands
– Kluwer, Deventer
– Samsom, Alphen aan den Rijn
– Ten Hagen & Stam, Den Haag
– Bohn Stafleu van Loghum, Houten
CRM in the past
●A
typical campaign
– Sending 20.000 mail pieces
– Hoping some customers would respond ....
● No
analysis of customer behaviour !
● Reasons
– Product based campaigns
– Customer Information on mainframe
(OLTP)
A new approach
Database Marketing Cycle
SEGMENTATION
CUSTOMER GROUPS
CAMPAIGN
ANALYSIS
Optimalisation
Database
RESPONSE
New Marketing Tools
● ORCA2
System for
– Relation Data Management
– Contact Management
– Campaign Management
– Product Management
● SAS
System for
– Analysis & Reporting
– Segmentation of customers & markets
Subscriber Analysis
● Segmentation
of 1 mio. subscribers by
– business
– no. of employees
– profession
– product
– .......
● Developed
with
– SAS/EIS & MDDB & AF
And now ....
Let’s analyse!
The Benefits
● For
Marketing Managers
– Efficient campaigns (less waste of budget)
– Effective campaigns (more response)
● For
Marketing Employees of WKNL
– Less routine work (standard selections)
– More decision support of management
● For
Customers
– Less irritation (less mail, phone etc.)
The Problems (and challenges)
● Still
too much product orientation
– It’s not easy to change
– Not enough behavioural variables
● Orca2
is not fully completed yet
– More customizations needed
● Limitations
in SAS/EIS and SAS/MDDB
– Sizing problems
– Solution: use of other SAS System tools