One-to-One Marketing

Target Group

Organizations with large customer databases (Finance, Telco, Retail, Insurance,...)

• CRM Managers
• Direct Marketing Managers
• Database Marketers
• Campaign Managers
• Segment Managers
• Product Managers

Prerequisites
None

Scope

The aim of this two-day training is to teach how to conduct individual personalized communication with hundreds and thousands of customers. Participants will understand the principles of one-to-one marketing and successful campaign management process within customer oriented company. They will be able to review business from CRM solution standpoint, understanding strengths, weaknesses and opportunities and to practically apply process improvement and change. They will also gain the ability to plan, prepare and coordinate CRM projects within the organization.

Contents

Marketing and One-to-One Marketing Definition

One-to-One Marketing Basic Principles

Targeting

Campaign Management

• Types of Campaigns
• Campaign Planning
  • Campaign Activity Planning
  • Individual Campaign Planning
• Campaign Execution
  • Campaign Targeting
  • Expert Selection
  • Analysis and Predictive Modeling
  • Event Based Marketing
• Campaign Production
• Campaign Fulfillment
• Campaign Evaluation
  • Campaign Analysis and Measurement ROI

Example Communication Strategies and Campaign Designs (Real Life)

Organization Readiness Assessment for 1-to-1 Marketing Strategy Implementation

Real Life Case Study

• Establish Required 1-to-1 Marketing Capabilities
• Benchmark Current 1-to-1 Marketing Capabilities
• Assess Gap between Required and Current Capabilities
• Planning and Recommendations

Planning, preparation and coordination of 1-to-1 Marketing Projects within Organization

Knowledge Sharing and Continuous Improvement - Customer Intelligence Competency Center