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Helmar, Cape Town, South Africa
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Intellect is of the head; it is taught by others it is imposed on you. You have to cultivate it. It is borrowed, it is something foreign, it is not inborn. But intelligence is inborn. It is your very being - your very nature.
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Science Fictions: A Scientific Mystery, a Massive Cover-up and the Dark Legacy of Robert Gallo
John Crewdson
Science Fictions: A Scientific Mystery, a Massive Cover-up and the Dark Legacy of Robert Gallo
An Arrow Through Chaos: How We See into the Future
David Loye
An Arrow Through Chaos: How We See into the Future
The AIDS War: Propaganda, Profiteering, and Genocide from the Medical Industrial Complex
John Lauritsen
The AIDS War: Propaganda, Profiteering, and Genocide from the Medical Industrial Complex
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Marketing Competence :: Advanced Topics

Articles with advanced topics - from data warehousing to loyalty programs.

A snapshot of where the datawarehouse is now and where it is going

Despite the immense popularity of data warehouses, the truth is that in a perfect world they wouldn't exist. We wouldn't need them. In such a world, all of our operational systems would have consistent data. We wouldn't have a pointof-sale system storing data as "Male" and "Female" while the inventory system stores that information as "M" and "F." Nor would we have our general ledger application storing "26-Nov-1995" while our American inventory system stores "11/26/95" and its European counterpart stores "26/11/95." And we wouldn't be bothered with such annoyances as having "delivery date" mean the promised delivery date in our order-entry system while it means actual delivery date in our package tracking application.

The underachieving database

Whenever direct marketers talk about databases, we talk about technology. We've been seduced by the in-credible power of computers and the dizzying array of sophisticated database programs, all of which increase the speed and agility with which we can store and manipulate data.

So why are we as an industry still content with a 2 percent response rate? If we take a step back and look at the corollary, we find that 98 percent of our audience ignored our message as irrelevant!

Partial Solutions for Relationship Management

Each generation of database marketing systems has encompassed more activities, to the point where today's most advanced vision of "relationship management" involves coordinating all corporation systems to maximize the long-term value of each interaction with every customer. While this is a worthy and exciting goal, it is also one that requires changing virtually every system, business process and reporting structure in an organization. Some firms will have the commitment and resources to make this happen. Most won't.

Interactive Relationship Marketing

By now, it is embarrassingly common observation that the Internet is well suited for relationship marketing. What's less obvious is exactly which technologies you need to make it happen.

Six Myths about Database Marketing Systems

Myths help us make sense of reality. But while stories can impose a useful structure on the jumble of experience, they can also block us from recognizing unexpected truths. That's why it's worth looking at naked facts once in a while to see whether any new patterns have emerged.

Relationship Marketing Technology

Call it relationship marketing, customer intimacy, database marketing, one-to-one, or whatever--the idea that companies should tailor their actions to individual customers is now largely accepted as conventional business wisdom. But companies seeking tools to implement the concept find themselves accosted by a wildly different vendors, each promising the One True Way to marketing salvation. The resulting confusion has become a major impediment to industry success.