The following cases relate to topics covered in specific
chapters of the book. Please note that all these cases will open in a separate window.
Direct
and interactive. This
case study explores the use of direct and interactive
marketing on behalf of a charity which is concerned
with helping the homeless.
Direct
and Participative. The three cases here
explore the use of personalised and participative
marketing approaches
Direct
Distribution. The Gold Award here, for
the Australian Tourist Board shows how both direct
and conventional distribution can work synergistically.
Integrated
Direct Communications. The three cases
here explore the use of multiple media within integrated
campaigns.
Interactive
Media. The three cases here explore
the use of e-mail, SMS and internet based marketing
approaches
LBS
Havas Report. This is the Barwise and
Styler Report on Marketing Expenditure Trends, 2002
New
Channels. This article is concerned
with Avon Cosmetic’s expansion into e-mail,
SMS and Viral Marketing campaigns, some using a link
with Atomic Kitten.
Relational
Interaction. The three cases here explore
the use of interactive and relational marketing approaches.
Chapter 2 - Data sources
Data
Collection. There are two Royal Mail
cases here, one on the collection of personalised
data and there is also a Tesco case on segmenting
according to propensity to buy beauty products.
Data
Sources 1. The Nissan and Rail Passengers
Council cases here show how databases can be populated.
Data
Sources 2. The Army and Land Rover cases
here explore how to populate databases and the Ardbeg
case is concerned with relationship development.
Database
Development. The Muller case here shoes
how a customer database can be created, the DePaul
Trust case shows their use of Interactive TV and
the Sony case is concerned with an SMS, e-mail and
viral marketing campaign.
GIS
Data. This article explores Geographical
Information Systems (GIS) and includes GIS Case Studies
on Redwood Publishing, Betterware, Peugeot and Orange
Lifestyle
Lists. This article explores the value
of lifestyle surveys and the emerging trend to partnered
or co-branded lifestyle surveys
Alterian
Britannic Assurance. This
case study shows how Britannic Assurance used Alterian’s
data mining package.
Alterian
BSkyB. This case study shows how BSkyB
used Alterian’s data mining package.
Alterian
MVC. This case study shows how MVC used
Alterian’s data mining package.
Alterian
Premier Farnell. This case study shows
how Premier Farnell (a B2B company) used Alterian’s
data mining package.
CRM
Metrics. This is a Peppers and Rogers ‘Insight’ Report: ‘maximising
ROI from your Customer Based Strategy’ 2001).
Long
Tall Sally. This case study shows how
the fashion retailer Long Tall Sally used Alterian’s
data mining package.
Web
Metrics. This article discusses the
application of various ‘metrics’ to measure
on-line effectiveness.
Microsoft
CRM. This article describes
Microsoft’s entry into the CRM data mining
market.
Metrics. There
are three cases studies here that explore the application
of direct marketing and its metrics within charity fundraising.
Database
Management.
Chapter 4 - Testing
in direct relationship marketing
Experimentation.
This case is about a campaign to launch a national direct
delivery curry service.
Testing
01. The use of experimental and control
groups are shown in the ‘Yell’ case here.
Testing
02. The use of experimental and control
groups are shown in the ‘Carling’ case
here.
Chapter 5 - Marketing
research for customer insight
Market
Research. The ‘Fiat’ case
here shows the integration of market research with
customer databases for direct marketing campaigns.
Chapter 6 - Technological targeting
Cosmetics
Tech Targeting. This article discusses
the use of new digital channels by cosmetics companies.
Multiple
Media Targeting. The three cases here
show how several media can be used in integrated
campaigns.
Personalised
Targeting. The three cases here show
how personalised direct mail can be used in consumer
markets.
Targeting
16 to 18s. The ‘Orange’ case
here shows how that company targeted the difficult
to influence youth market.
Eaglestar
and Prizm. This case shows how eagle
Star use direct marketing and PRISM
Chapter 7 - Relational interaction
Amazon
Personalisation. This article shows
how Amazon personalise on-line interaction with customers.
Relate
1. The two cases here are concerned
with relationship marketing in international markets.
Relate
2. These Persil and Whiskers cases show
different types of relationship building.
Relational
B2B. The
three cases here show how different B2B companies
have used direct mail to develop customer relationships.
Relational
Personalisation. The
three cases here demonstrate different approaches
to relational development in fmcg markets.
Relational
Telephony. The three cases here show
different stages in relational development using
telephony.
Chapter
8 - Knowledge management
Skills
Gap. This article explores aspects
of the skills gap with respect to CRM software
and the marketing implementation of this.
Chapter
9 - Acquisition, retention and loyalty strategies
Acquisition
Cases. The three cases here show how
three different companies approach the problem
of acquiring new customers.
Acquisition
Strategy. The three cases here show
how three different companies approach the problem
of acquiring new customers.
Reactivation
Case. This case shows how Associated
Coop Creameries ‘reactivated’ lapsed
customers.
WHSmith
Loyalty Scheme. This is a case study
which explores how W H Smith implement their loyalty
scheme.
Chapter 10 - Relational
media
The cases here show a variety of approaches
to direct and relational marketing using different
media. The range of media includes mail, radio, telephony,
inserts, door to door, DRTV, internet and other digital
media. There are also cases (eg ‘multiple media’)
which show how different media can be integrated with
campaigns. The ‘ambient and outdoor media’ cases
explore the growing use of these media for developing
relational interaction.
Case
1
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
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Case
18
Case
19
Case
20
Case
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Case
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Chapter 11 - Virtual relationships
Amazon
On-line. This is
a case study on Amazon and how it aims for personalised
relationships via its on-line operation.
Landrover
Online. This article delves into the
on-line relationship development of Land Rover
and Toyota.
Online
Relational Marketing. This article
explores the approach of Agent Provocateur, Figleaves
and other lingerie/adult product companies, to
direct and relationship marketing .
Chapter 12 - Relational
messages
The cases here provide many examples
of different types of direct and relational ‘creative’.
Different approaches to message reaction are shown.
Case
1
Case
2
Case
3
Case
4
Case
5
Case
6
Case
7
Case
8
Case
9
Chapter 13 - Customer reactions
and regulation of data-driven marketing
DMA
Code. This is the full Direct Marketing
Association (DMA) Code of Practice.
ELaw. This
article summarises the many pieces of legislation covering
eCommerce.
Permission
Marketing and Ethics. This is Marketing
Direct’s Guide to Data and Permission
Marketing. It includes various cases studies and
practitioners’ views on the changes concerning
the Electoral Roll.
Security
and Privacy. This article explores,
using some case studies, aspects of security and
privacy on-line.
Targeting
Children. This article is concerned
with targeting children via the internet. The obvious
but complex dangers and problems are explored via
interviews with practitioners.
Chapter 14 - Planning and
executing direct relational marketing
CRM
and Pricing Issues. There
are two articles here, the first on Royal Mail’s
Pricing Strategy and the second is concerned with
skills gaps issues in the implementation of CRM.
CRM Strategy01. There
are three case here, from the 2001 DMA Awards. All
are concerned with CRM Strategy: Land Rover, Glenmorangie
(whisky) and The Army.
CRM
Strategy 02. There are three cases
here, from the 2002 DMA Awards. All are concerned
with CRM Strategy: The Macallan (whisky) O2 and
Blockbuster.
Fulfilment
Problems. This article (The Last Mile)
explores many of the issues involved with poor
fulfilment. Offering Home Shopping is good for
many, in theory, but a frequent weakness is the
final delivery.
International
Strategy. There are three cases here
that focus on International Direct Marketing. The
companies concerned are: Glenmorangie, Xerox and
Philips.
Launch
Strategy. The three cases here are
concerned with using direct and relational marketing
to launch products. The companies concerned are:
Crosby Homes, Ocado (online grocer) and VW.
Relational
Strategy. CRM strategy is the focus
here, via the case studies on Persil, Ardbeg and
the Department of Health.
Skoda
Strategy. This article explores the
Direct and Relational Marketing Strategy of Skoda.
