Bob Mckim

Bob Mckim
What Marketers Need to Know About Encryption

Marketing managers are being forced to consider new ways to protect marketing information. Today, the manager faces internal and external compliance regulations in addition to balancing a budget, making the numbers and managing workloads with less people. If that wasn’t enough, most now are the “owners” of customer databases and e-commerce data they are to protect against criminal assaults. The increasing number of criminal attacks on consumer and employee databases have wrought a high price and much mistrust with regard to individual privacy and trust. One only has to open the papers today to see yet another consumer database has been compromised. Security experts

Practical CRM (1,656 words)

By Bob McKim Customer value should be the focus of your analyses. The hubbub surrounding "amazing" customer relationship management (CRM) applications has finally died down and given way to more reasonable approaches. Now, a more practical question is being asked: "Who are my customers and what do they look like?" This has a measurable characteristic in comparison to the once-fashionable "faster to market" and "total customer satisfaction" models that were impossible to gauge. Today,

DATA Technology Fuels Customer Relationship Management in the

By Bob McKim Competition in the automobile industry is more intense than ever before. Auto makers have to fight for more share of garage with fewer marketing dollars. And auto shoppers are more demanding and savvy than ever before. Thanks to the Internet, auto shoppers expect the manufacturer or dealer, whether they sell or lease a new or pre-owned vehicle, will provide personalized service and attend to their individual needs and preferences. Customers and prospects use 'Net search and content engines, auto chat rooms and sites such as the Kelly Blue Book, and MS Car Point to search for the best values

Technological Darwinism Maximizing ROI (1,583 words)

By Bob McKim Everyone is talking these days about how to know their customers better. They want to be like Nordstrom and have a personal relationship with each customer, one customer at a time. In the past, the thought of this would have driven IT professionals mad. Today, while it's still largely a dream, the ability to connect all databases in an enterprise to an organic and intuitive computer armed with the ability to deliver personalized marketing messages to individual customers at the exact right time is becoming more of a reality. Some transitions still need to take place and some

Web Site 'Don'ts'

by Robert McKim 5 Mistakes that could destroy your site—including scrimping on budget ncreasingly consumers would rather sit at their computers searching for information than spend another hour sitting through another execrable sitcom or over-hyped sporting event. This trend should cause some waves of fear at companies like Gillette, Procter & Gamble and other mass marketers who still spend upwards of 80 percent of their communications budgets on TV. The market for their products is splitting up into millions of individuals who do their own research and find what they want on the Internet. It is interesting to note that according to a recent Harris-Poll survey,

Betting on Loyalty Marketing The Gaming Industry (1,607 words)

by Robert McKim Americans continue to show strong support for gaming as an entertainment activity. An overwhelming majority of U.S. adults—92 percent—say casino entertainment is acceptable for themselves or others. Sixty-two percent of U.S. adults say casino entertainment is acceptable for anyone (an increase of one percentage point over last year), and 30 percent say it is acceptable for others but not themselves. Only 8 percent of Americans say casino entertainment is "not acceptable for anyone." One of the most surprising, yet logical places for sophisticated database niche marketing is the $7 billion casino industry. Faced with fierce competition in a crowded industry,

Cloning Your Best Customers (1,173 words)

by Bob McKim For many years, companies like Claritas, MicroVision, Trans Union and the Polk Company have offered cluster systems, which define customer populations by demographically-defined lifestyle or lifestage descriptions. Developed using statistical analysis of census data and other sources, these systems became quickly popular and widespread in marketing research circles. Terms such as "dinks," "yuppies" and "empty-nesters" became popular marketing lingo. The problem with this method of characterizing a customer base is it ignores the fact that households are not cliches but have their own individual lifestyles. This ZIP+4 clustering, while interesting, does not allow for individual distinctions and therefore households can