Data Our

BOOK TIP In the book "Data Unser", authors Björn Bloching, Lars Luck and Thomas Tamge explain the benefits of data-based marketing, how the return on marketing is calculated and what needs to be considered when collecting customer data and using it for customer relationships. Back in the early 1990s, data analysts at Walmart discovered a correlation between the demand for beer and Pampers in the early evening hours. They quickly placed beer and diapers right next to each other in the supermarkets and were delighted with the sharp increase in impulse purchases. Despite such sales successes, data mining, the intelligent evaluation of huge amounts of data on purchasing behavior, does not yet seem to have arrived in the reality of marketing. That is why the authors Bloching, Luck and Ramge sing the praises of data-based marketing. They paint a brave new world in which customers feed companies with personal data and in return are delighted with individualized offers - although the authors repeatedly point out that handling customer data is a delicate field that requires a great deal of sensitivity. getAbstract recommends this book to all marketing managers.feasibility: 7Innovation level: 9Style: 8getAbstract rating: 8Publisher: RedlinePublication year: 2012Pages: 224ISBN: 9783868813197