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Jingdong book

大数据时代的市场营销关联式客户关系管理

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Jingdong book

大数据时代的市场营销关联式客户关系管理

Name: 大数据时代的市场营销 关联式客户关系管理
Brand: Jingdong book
SKU: 3102013621
Price: 31.22 USD
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近年来，大数据正处于方兴未艾的热潮中，大数据营销的新思维蓬勃发展。本书立足于作者亲历的与大数据有关的大量咨询实践，多维度分析了大数据营销的操作策略。作者既分析了产业趋势、商业模式、客户战略、体验提供等大数据营销的常规构件，还特别强调了测量和归因、设施和流程、组织和领导等与大数据营销紧密关联的要素。
本书揭示了成功实施高级的、数据驱动的、客户中心主义的企业战略的可操作策略――cCRM(关联式客户关系营销)，全面呈现了cCRM落地的可能性框架和操作技巧，分享了CRM镜头下大数据营销的咨询成果。是一本大数据时代市场营销的典范之作。

Author Description

匡斌，博士，现供职于中国联通研究院，具有18年电信行业工作经历。已出版的著译：《大数据治理》（译）、《竞争与混沌：1996年电信法出台以来的美国电信业》（译）、《电信营销：理论精要》（编著）、《电信营销：案例精选》（编著）。

Catalogue

第1章营销简史
――千载难逢的好时机 1
第2章大势所趋
――大数据、数字化和直接客户参与的风暴 12
大势所趋 13
第3章产业视角
――商业模式举足轻重 23
数据和归因考量 30
行业为王 31
银行业 31
保险与财富管理行业 34
生命科学 36
零售业 39
旅游、传媒和娱乐业 43
非盈利性行业 47
垂直化思考，“广泛化”撒网 52
第4章关联式CRM
――建立作为企业战略的客户战略 53
能力维度 55
运营模式维度 58
第5章客户战略
――打造竞争优势 61
CCRM的宏伟目标 61
客户组合管理 63
细分战略 83
客户战略：另一种考虑 87
从基本能力到高绩效 90
问题之核心 93
第6章体验提供
――发现专业化客户整合的甜蜜地带 95
发现甜蜜地带 97
第7章财务管理
――无法测量者，即无法优化 118
测量战略 122
测量和归因 125
预算分配和预测 129
验证 132
小结 136
问题之核心 136
第8章设施和流程
――拆除碍事的架构 138
六种核心能力 143
关联式消费者画像 144
互动的纵向视图 147
利用身份地图和事件流 148
洞察平台 149
洞察平台的关键组成部分 151
跨渠道的营销赋能 152
跨渠道的营销赋能的关键组成部分 153
集中化决策服务 155
集中化决策服务的关键组成部分 156
集中化用户控制台 159
集中化用户控制台的关键要素 159
问题之核心 161
第9章组织和领导
――认可不等于支持 163
企业战略校正 165
领导协作 165
整合式结构 167
工作设计和技巧 170
联合互动和流程 173
互补性激励 178
问题之核心 179
第10章梦想成真
――实现以客户为导向的转型 181
关键点1：支持――捍卫事业 182
关键点2：客户愿景――展示新的客户体验 185
关键点3：锁定运营的方法――向（变革和同僚）妥协 188
关键点4：规划和财务承诺――对计划作出承诺 191
关键点5：实施和变革管理――无怨无悔地执行 193

Introduction

企业的唯一目标，就是创造客户。
——彼得·德鲁克
60 年前，彼得·德鲁克即宣称：“企业的目标是创造客户，因此，企业有且只有两个基本功能，即营销和创新。营销和创新创造收益，而其余的工作都是成本。营销是企业有别于其他组织的、独一无二的功能。”
时光匆匆流逝，技术日新月异，但德鲁克的至理名言依然经得起考验，甚至在今天更具价值。一言以蔽之，当公司采用基于“作为企业战略的客户战略”的方法时，他们就能创造可持续的竞争优势。我浸淫客户关系营销（CRM）已有二十多年。CRM 一直专注于改善与客户的关系，但经历了一个从 CRM1.0 到 CRM2.0 的嬗变。CRM1.0侧重于管理客户关系所需的软件和技术，而 CRM2.0 更聚焦于体验。CRM 当前的工作重点，更多关注如何创造与客户的直接对话，如何将客户的终身价值最大化，如何寻找购买行为最有价值的新客户，以及最终如何实现营销投入产出和股东价值的最大化。那么，我写就此书的底气在哪里呢？
坦白地说，营销管理人员不像消防队员和摇滚歌星。没有哪个小孩梦想着长大后成为一个 CRM 领袖，我本人亦不例外。但是，我确实有志于当一名企业家。在学校读书时，我不停地草拟产品设计图、商业计划书和组织结构图，而不是沉迷于书本。事实上，从 8 岁那年起，我的人生理想就是成为一名企业家。至于投身哪个行当，倒是无关紧要。实际上，我的第一个雇主是一家景观设计公司，那时我还在读大学。22 岁时，我到费城的一家投资银行从事经纪人工作，内心的最终动机是，想办法收购一家前景光明的公司。
那时，我的一个客户正在想办法卖掉一家小型的数据处理公司，公司的名字叫“美库尔计算机系统股份有限公司”。我试图说服他由我帮他完成这笔生意，但未能如愿以偿。因此，我转而考虑自己买下该公司。在得到另一个客户的融资帮助后，我启动了通过杠杆收购买下该公司的程序。25 岁那年，我成为一家市值 300 万美元的公司的首席执行官（CEO），开始供职于一个我几乎一无所知的行业。作为美库尔的新雇员，我经历了惯常的入职流程，接受了有关公司、行业和业务流程的破釜沉舟式的培训。我的未来之路在哪里呢？
20 世纪 90 年代初期，由于数据采集和管理方法的改善及分析的复杂化，两者共同作用，通过提升响应率的锁定战略为营销计划提供参考，直接营销和数据库营销行业开始出现爆炸式增长。我陶醉其中，看到了展现在眼前的无限机会，我能想象美库尔经得起时间考验的潜力。为此，我坚定不移的目标就是，组建一支一流的团队，共同致力打造一家伟大的公司，成为市场领导者。我们引领创新潮流，从数据处理公司转变为数据库营销公司，进而发展为一家客户关系营销公司，我们提出的解决方案已帮助全球最优秀的品牌打造了竞争优势。
在将分析作为核心服务产品予以推介方面，我们已成为业界首批营销咨询公司之一。为 MCI、宝洁公司、万豪度假俱乐部、英国电信、政府雇员保险公司（盖可保险）、第一资本（Capital One）和戴尔公司等提供了服务，咨询的对象不胜枚举，它们有效地扩大了美库尔的品牌影响。其中的许多公司，至今依然是美库尔的客户。受益于连续多年高达 20%以上的年复合增长率，我们已成为一家年营收 3.5 亿美元的企业，跻身全球顶级 CRM 机构之列。
在过去的职业生涯中，我亲眼目睹了数据、分析和技术的持续演进。在改善营销绩效的能力方面，这些方法成为了动力，它们作为一个整体已对企业产生了不可否认的影响。一个精准锁定的、可解释和可测量的方法，让确保“以客户为中心”的战略得以实现的个性化客户体验成为可能，这是毋庸置疑的。优化的营销体验巩固了客户关系，提高了客户忠诚度，培育了客户支持度。
消费者的期望和购买行为正处于演变中，这不仅涉及他们用来与品牌沟通的媒体和渠道及他们对高科技的娴熟，还涉及放松其对信息的控制。如今，在数字化时代成长起来的消费者已经出现。没有信息的自由流动，他们就绝不了解生活，从而也就感受不到威胁所在。此类动态及其他动态，使营销人员访问海量的、崭新的、可信的客户数据流成为可能。使用此类数据并精通作为企业胜任力的 CRM 的公司，将茁壮成长。为了实现这样的目标，品牌必须将客户置于企业战略的核心。营销人员在理论上讨论过十多年的事情，今天已成为现实。我们现在有能力通过合适的接触点，在合适的时间，将合适的信息，以精准到个体的方式，传递给合适的人。
可以肯定地说，作为营销人员，我们感谢以客户为中心的方法为成功带来的价值，这就是企业的生存。实际上，对这一点，我斗胆宣布：本书的大部分读者都会发出“相见恨晚”的感慨。正因如此，我写了这本《大数据时代的市场营销——关联式客户关系营销》，旨在超越“是什么”（What）和“为什么”（Why），帮助企业深入探讨“该怎样”（How）。这就是，如何获得强有力的管理层的支持，如何制定总体客户战略，如何定义测量平台，如何实施促销活动，以及如何做好以客户为中心的企业战略落地的必要的运营准备，换言之，如何变现客户战略。

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大数据时代的市场营销 关联式客户关系管理

大数据时代的市场营销关联式客户关系管理