Marrying market research and customer relationship marketing: Are they good bedfellows?
Authors: Cuthbertson, Richard1; Messenger, Steve2
Source: Direct, Data and Digital Marketing Practice, Volume 8, Number 2, October 2006 , pp. 109-120(12)
Publisher: Palgrave Macmillan
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Abstract:
This paper builds on previous research to demonstrate the power of marrying together market research data and existing loyalty card data in improving promotional marketing. In particular, it includes the analysis of real attitudinal data (cognitive, affective and conative) collected specifically for this task from 3,000 customers. The approach is illustrated via a case study of a gardening retailer. It concludes that five key factors need to be considered: the relevancy of the product or service on offer, identification with the brand providing the service or product, perceived value for money, the accessibility of the brand or product and the degree of confidence customers will be satisfied with what they buy. The first two factors are of primary importance, highlighting that you are who you are (attitude), not what you are (demographics).Journal of Direct Data and Digital Marketing Practice (2006) 7, 109-120; doi:10.1057/palgrave.dddmp.4340562Document Type: Research article
DOI: 10.1057/palgrave.dddmp.4340562
Affiliations: 1: 1is a research fellow at Saïd Business School, University of Oxford. 2: 2is Senior Director of customer marketing analytics at Ipsos-MORI.
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