Digital Marketing Ch. 14

5. designing and executing tactical CRM programs based on data items or customer profiles.
7. mining customer data and developing programs or predictive models based on the resulting insights and data discovery.
8. unstructured data sets that are so large and complex that traditional data processing is challenged to analyze them.
9. develop the relationship between the customer and the brand.
10. a facet of customer relationship marketing (CRM) that focuses on customer loyalty and long-term customer engagement rather than short-term goals like customer acquisition and individual sales.
11. business processes, and the software that supports them, permit salespeople to work more effectively both in and out of their offices by providing electronic access to important documents, customer data, and support tools like calendars.

1. focuses on the individual sale of a product or service, in contrast to developing a long-term relationship with a customer.
2. a comprehensive view of the customer, often a profile that interfaces with the firm’s customer journey map.
3. every time a customer comes into contact with a brand before, during, or after purchase.
4. the purchase price of a product or service plus the indirect costs of operating it through its lifetime.
6. a description of a customer or set of customers that includes demographic, geographic, and psychographic characteristics. A profile could include consist of other relevant information, such as buying patterns, creditworthiness, and purchase history.