Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer

by Merlin Stone, Bryan Foss, Alison Bond

Overview

Part of the Market Research in Practice series - essential guides for the burgeoning Market Research Society training and qualifications programme.

Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), Consumer Insight provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where customers are, what they do, what they buy and what they would like to buy. It also explores how customers' thoughts, feelings, objectives and strategies influence their behaviour.

The book also explains how companies gain insight by managing and using their customer data correctly. Packed with the latest models, tools and research findings, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.

Key content includes:

what is database marketing?

how do customer care and database marketing use consumer insight?

consumer insight and marketing research

analysing consumer data

development and retention of customers

data protection, risk, good and bad consumers

consumer insight systems

managing consumer insight

Product Details

ISBN-13:	9780749442927
Publisher:	Kogan Page, Ltd.
Publication date:	10/26/2004
Series:	Market Research in Practice
Pages:	288
Product dimensions:	6.14(w) x 9.21(h) x 1.26(d)

About the Author

Bryan Foss is an independent non-executive director (NED), board level adviser, mentor and Visiting Professor. The majority of his work is in board governance and risk management (including operational, systems and data risks), also Business-to-Business marketing and sales, including international Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, regulatory, academic and professional roles, he is also an active board mentor for a very wide variety of organisations and individuals.

Read an Excerpt

Introduction

Merlin Stone, Bryan Foss, Alison Bond and Steve Wills

Introduction; The professional domain of consumer insight; Managing consumer insight; Customers and consumers; Keeping consumers and stakeholders happy - from research, through measurement, to management; Insight and knowledge management; Consumer insight and marketing transformation; Organization of this book

1. What is database marketing?

Merlin Stone, Alison Bond, Bryan Foss and Mark Patron

Introduction; Channels for managing consumers directly; How database marketing works; Planning your database marketing activity; Future value of consumers; Applications of the consumer database; What a consumer database is and why we need it; How a database is used; Factors that have helped database marketing grow so fast; The strengths of database marketing; How a database works; Data quality and maintenance; Merging and purging data Doing it yourself or outsourcing; Using a database in practice; Conclusion

2. The uses of database marketing

Merlin Stone, Alison Bond and Bryan Foss

Applications of database marketing; Strategic issues; Who uses the consumer database - and how; The demand for database marketing; The supply of database marketing services; Conclusions

3. How customer care and database marketing use customer insight

Merlin Stone, Alison Bond and Bryan Foss

Database marketing and customer care; The meaning of customer care; How database marketers use consumer insight - starting with the offer; How choice of media requires consumer insight; Conclusion

4. Customer relationship management (CRM)

Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby

A variety of definitions; Managing the relationship in stages; Why CRM is important or at least useful; A model of CRM; How CRM is evolving today; Performance is disappointing; Where next for CRM?; Customer experience management; Making the strategic shift to CRM/CEM; Conclusions

5. Consumer insight and market research

Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees

Introduction; Segmentation; How to define segments; Using market research in CRM; Understanding consumers; Main research techniques used in gaining consumer insight; The 10 key CRM questions; The research process; Applying market research to customer base analysis; Conclusions; Call to action

6. Analyzing consumer data to get insight

Merlin Stone, Bryan Foss, David Selby and Julie Abbott

Conclusions on the deployment of analysis; Advanced data analysis; Data mining; Where data mining is today

7. Using consumer insight in developing and retaining consumers

Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman

The problem; Cross-selling; Customer retention; The concept of loyalty; The research programme; Conclusions

8 Sharing consumer insight - partnerships and loyalty schemes

Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman

Ways of sharing consumer insight; Loyalty schemes; What customer loyalty schemes involve managerially; How some leading retailers are managing their loyalty schemes; Conclusions

9. Privacy, risk, and good and bad consumers

Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman

Introduction; Who good consumers are; Who bad consumers are; Prediction of good and bad; The portfolio approach; Social, political and legal issues; Ethical issues; The Internet, trust and all that; How consumers feel about these issues; What the law says; Improving the quality of consumer data management so as to comply with requirements; Guidelines for data protection; Conclusions

10. Consumer insight systems

Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison

The history; A sense of perspective; How technology opens up new opportunities; Data warehousing, decision science and data analysis; Integration; E-business infrastructure; What has been learnt from implementing new technology; What the future holds

11. Organizing and managing consumer insight

Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman

The people involved in managing and using consumer insight; Managing consumer insight staff; Conclusions

Table of Contents

** Chapter - 00: Introduction – Merlin Stone, Bryan Foss, Alison Bond and Steve Wills; ** Chapter - 01: What is database marketing? – Merlin Stone, Alison Bond, Bryan Foss and Mark Patron; ** Chapter - 02: Using the database – Merlin Stone, Alison Bond and Bryan Foss; ** Chapter - 03: How customer care and database marketing use customer insight – Merlin Stone, Alison Bond and Bryan Foss; ** Chapter - 04: Customer relationship management (CRM) – Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby; ** Chapter - 05: Consumer insight and market research – Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees; ** Chapter - 06: Analysing computer data to get insight – Merlin Stone, Bryan Foss, David Selby and Julie Abbott; ** Chapter - 07: Using consumer insight in developing and retaining consumers – Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman; ** Chapter - 08: Sharing consumer insight – partnerships and loyalty schemes – Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman; ** Chapter - 09: Privacy,risk, and good and bad consumers – Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman; ** Chapter - 10: Consumer insight systems – Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison; ** Chapter - 11: Organizing and managing consumer insight – Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronèl Schoeman

Editorial Reviews

For those seeking answers about database marketing, analyzing consumer data, and the development and retention of customers, three leading marketing experts have written Consumer Insight. The authors offer readers the latest models, tools and research findings, and describe who customers are, where they are, what they do, what they buy and what they would like to buy. They also share their ideas about how consumers' thoughts, feelings, objectives and strategies influence their behavior. Copyright © 2005 Soundview Executive Book Summaries

Soundview Executive Book Summaries