Key Point 1: Data-Driven Communication
- What do the initials IS and IT stand for? Why are IS and IT important to a data-driven communication program?
- What is a database?
- Define the term learning organization and give an example of a company that fits the definitions.
- Explain how a "learning organization" uses databases.
- Explain how large and small companies might use databases in an IMC program.
- Why is a cross-functional team needed for designing a database system?
- What six questions need to be answered before a database system is set up?
- Explain two ways customer data can be collected, and give examples of each.
- What is the purpose of data mining? Give an example of how it can be used to develop better marketing communication strategies.
- If you were designing a membership recognition program for an association to which you belong, how would you go about setting up a database system?
- You have been asked to build a database of friends and supporters of your school or department. What types of databases might be available to you? How would you go about combining them, and what would you need to do to make the new list as efficient and effective as possible?
- What are two major consumer concerns about privacy?
- Why is privacy situational?
- What is "identity theft," and how does it tie in to database management?
- What can a company do to make sure its database program is responsive to privacy issues?
- What four types of programs are used to customize brand communications, and how do they work?
- Explain how prospecting works.
- What is cross-selling? How is it used in growth programs?
- How and why are profitable customers identified?
- Have you (or has someone you know) been targeted by an acquisition or retention program? How did the program operate? How did you respond?
- What is mass customization of MC messages? How do companies use it to create brand messages?
- A local store has asked you to help design a customer recognition program. What techniques might you recommend?