CREATING AND MANAGING CUSTOMER DATABASES (DATABASE) Access No: 01312681 ProQuest ABI/INFORM (R) Global Title: Database maintenance planning: Justification comes in 3 flavors Authors: Culpepper, Kenneth M Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 59 Iss: 5 Date: Sep 1996 p: 26-29 Illus: Charts Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Data base management; Data base marketing; Direct marketing; Customer retention; Efficiency; Market research Geo Places: US Codes: 9190 (United States); 5220 (Data processing management); 7100 (Market research); 7300 (Sales & selling) Abstract: Database maintenance planning is a disciplined process that integrates entire corporations and organizations for the purpose of efficient delivery of direct marketing mail pieces. It is an ongoing process that produces perpetual financial benefits of waste avoidance and customer recovery revenue. Examples of database maintenance planning from a case study of an actual organization's research, implementation, organizational impact, financial summary and results are presented. It is a retailer, direct marketer, cataloger, publisher, wholesaler and sponsor of conferences and events. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01310222 ProQuest ABI/INFORM (R) Global Title: Open up the playing fields Authors: Dickson, Andrew Journal: Marketing [MAR] ISSN: 0025-3650 Date: Aug 1, 1996 p: 31 Reprint: Contact UMI for article reprint (order no. 3322.00). Restrictions may apply. Subjects: Marketing management; Advertising agencies; Training; Field representatives; Market research; Data collection; Trends; Data base marketing Geo Places: UK Codes: 9175 (Western Europe); 8301 (Advertising agencies); 7000 (Marketing); 6200 (Training & development) Abstract: Field marketing has always provided temporary sales staff; now it is also training sales staff for its clients and providing a plethora of associated services. For example, many field marketers are now doing data collection and reports for clients. Field marketers using hand-held computer can input information from the front of the individual shops and download it at the end of the day to the client. Thus clients can have, on a daily basis if they want, the information about the positioning of their products and those of rivals. Library does not own this journal. Access No: 01290839 ProQuest ABI/INFORM (R) Global Title: Understanding selling patterns Authors: Blankenship, Dennis Journal: Apparel Industry Magazine [ANM] ISSN: 0192-1878 Vol: 57 Iss: 8 Date: Aug 1996 p: 74 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Clothing industry; Data warehouses; Consumer behavior; Inventory management Geo Places: US Codes: 9190 (United States); 8620 (Textile & apparel industries); 5240 (Software & systems); 7100 (Market research); 5330 (Inventory management) Abstract: Data warehousing is a new type of database that integrates data from legacy systems with point-of sale data and consumer demographic information. Data warehouses analyze data in new ways with more information, less detail and rapid access. Revelations about customer behavior yield new ways of thinking about vendor-managed inventory (VMI). and merchandise allocation of fashion products. Data warehouses that link by store-performance measures such as sell-through data and product attributes, including color size, fabric, construction and price, can help retailers and manufacturers with VMI programs take advantage of opportunities that might have been missed. By adding consumer characteristics, including age, income level and ethnic background, the warehouse's data model provides a more explicit understanding of why selling patterns vary among stores. Library does not own this journal. Access No: 01226280 ProQuest ABI/INFORM (R) Global Title: Data dilemma Authors: Foley, John Journal: Informationweek [IWK] ISSN: 8750-6874 Iss: 583 Date: Jun 10, 1996 p: 14-16 Illus: Charts; Graphs Reprint: Contact UMI for article reprint. Restrictions may apply. Companies: MasterCard International Inc DUNS: 05-048-3783 Acxiom Corp DUNS: 05-196-4047 Ticker: ACXM Coopers & Lybrand LLP DUNS: 00-186-3794 Subjects: Data warehouses; Data collection; Market research; Right of privacy; Problems; Self regulation; Security programs; Manycompanies Geo Places: US Codes: 5220 (Data processing management); 7100 (Market research); 5140 (Security management); 4300 (Law); 9190 (United States) Abstract: A slew of new data warehousing and mining products promises to make it even easier for companies to sort through, analyze, and store information so they can better understand their customers. However, the government is keeping a closer eye on the kinds of data stockpiled and how it is being used. The issue is privacy. In June 1996, the Federal Trade Commission held a 2-day workshop to determine if the government needs to set guidelines on how companies use the data they collect over the Internet. Advocates are pressing proposals to regulate the way marketers garner and use information, especially about children. Legislation is also pending on Capitol Hill. CMG Direct Interactive promises to keep its data-collection practices beyond reproach. The company, for instance, keeps individuals' Web usage and preference data separate from their identification and never joins the 2. Access No: 01241244 ProQuest ABI/INFORM (R) Global Title: Enhancing files with external data Authors: Hinman, Don Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 59 Iss: 2 Date: Jun 1996 p: 50-51 Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Customer information files; Data base marketing Geo Places: US Codes: 9190 (United States); 7100 (Market research) Abstract: In order to gain customer knowledge, a company must either collect information directly from its customers - often a costly proposition - or purchase data from outside sources. When obtaining external data to overlay on a file, an immediate question to consider is which data elements to use. The answer will depend on the business problem a company is trying to solve. Data is never perfect, however. Errors creep in through inaccurate self-reporting by consumers or during data entry and compilation Sometimes a given piece of information is not provided by a consumer, forcing data vendors to estimate the correct information with models. These limitations seldom create impassable barriers. One simply needs to understand the 3 quality determinants of precision, breadth, and depth. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01229592 ProQuest ABI/INFORM (R) Global Title: Boosting response with RFM Authors: Hughes, Arthur Middleton Journal: American Demographics [ADE] ISSN: 0163-4089 Iss: Marketing Tools Supplement Date: May 1996 p: 4-10 Illus: Graphs Reprint: Contact UMI for article reprint (order no. 13396.00). Restrictions may apply. Subjects: Data base marketing; Market research; Response rates; Statistical analysis Geo Places: US Codes: 9190 (United States); 7100 (Market research) Abstract: Database marketers are finding that when marketing to their existing customers, they can greatly increase response rates by use of Recency, Frequency, Monetary (RFM) analysis. RFM has been used in direct marketing - particularly by nonprofits - for more than 30 years. It is based on both a priori reasoning and empirical evidence of customer behavior. People who bought from you recently are much more likely to respond to a new offer than someone who made a purchase in the distant past. The database has to keep one piece of information in every customer record: the most recent discretionary purchase date. If the database keeps track of the number of transactions with customers, customers can be coded by frequency as well. Monetary is another method, coding customers by the total dollar sales (average by month, year, or since the beginning of time). Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01229602 ProQuest ABI/INFORM (R) Global Title: Budget databases Authors: Anonymous Journal: American Demographics [ADE] ISSN: 0163-4089 Iss: Marketing Tools Supplement Date: May 1996 p: 34 Reprint: Contact UMI for article reprint (order no. 13396.00). Restrictions may apply. Companies: Claritas Subjects: Data base marketing; Software reviews; Target markets; Market research Geo Places: US Codes: 9190 (United States); 7100 (Market research); 5240 (Software & systems); 9120 (Product specific); 9000 (Short Article) Abstract: Profiler, developed by Claritas Inc., is a product designed to bring target marketing capabilities for any area of the US to anyone with a PC. Profiler is a suit of 7 databases: Banking, Business-to-Business, Health Care, Media, Neighborhood, Real Estate, and Retail. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01248070 ProQuest ABI/INFORM (R) Global Title: Creative telemarketing transforms lists into multiuse databases Authors: Hansen, Melissa Journal: Telemarketing & Call Center Solutions [TLM] ISSN: 0730-6156 Vol: 14 Iss: 11 Date: May 1996 p: 74-78 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Telemarketing; Data base marketing; Market research Geo Places: US Codes: 9190 (United States); 7300 (Sales & selling); 7100 (Market research) Abstract: Lists are the basic platform of a versatile, highly targeted database. The idea is to grow lists of names and numbers into a database that is used constantly instead of reserving customer surveys and other research as separate functions. The most effective and sophisticated telemarketing campaigns take strong advantage of fulfillment calls as well as lead generation to build and enhance their databases. Marketers are increasingly trying to customize order fulfillment with follow-up calls that take full advantage of information amassed on customers' likes and dislikes to cross-sell other products and invite them to comment on their purchase. Creative telemarketing that concentrates on converting inbound and outbound calls into avenues to build and transform lists into updated databases becomes very cost-effective for users. Library does not own this journal. Access No: 01206317 ProQuest ABI/INFORM (R) Global Title: Setting up is hard to do: Data warehouses do not grow on trees Authors: Halper, Mark Journal: Forbes [FBR] ISSN: 0015-6914 Iss: ASAP Supplement Date: Apr 8, 1996 p: 50-51 Illus: Charts Reprint: Contact UMI for article reprint (order no. 921.00). Restrictions may apply. Subjects: Market research; Data warehouses; Relational data bases; Online analytical processing; Systems integration; Problems Geo Places: US Codes: 7100 (Market research); 5240 (Software & systems); 9190 (United States) Abstract: Virtually every business process draws on the technology of a database. Data alone, while useful, are only part of the equation. Database suppliers today say their products can turn a harvest of raw data into a brilliant blend of market analysis, customer trends, and new revenue. The catalyst of this exciting fermentation is a slew of technologies with some rather unexciting names: data warehousing, data mining, and online analytical processing. These tools are intended to help business turn data upside down and inside out, providing complex views from different business perspectives as quickly as possible. Data mining involves extracting information from a database to spot trends. The effectiveness of data mining depends on how the data warehouse is created. The problem facing most large companies today is that data usually reside everywhere, with each department having its own. Smart database use means somehow either tying these together or combining them. Further complicating matters is the fact that many large companies still house old-style, flat-file mainframe databases, which cannot manipulate data. Item Availability: Microform. 1958-1977 - Bound Periodicals, Level 3 Microtext, Level 1 - Recent issues, Level B Access No: 01196694 ProQuest ABI/INFORM (R) Global Title: Can your database answer your most important questions? Authors: Leeds, Steve Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 58 Iss: 12 Date: Apr 1996 p: 52-53 Illus: Charts Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Data base marketing; Effectiveness; Information management; Market research Geo Places: US Codes: 9190 (United States); 7100 (Market research); 5200 (Communications & information management) Abstract: No company denies the benefits of database marketing. However, often after many months or even years of building technologically sophisticated marketing databases, marketing managers still cannot answer what they consider to be simple questions in a timely manner, if they can be answered all. These realizations occur when the product is near completion and tend to lower expectations about the marketing database's capabilities. When companies approve the use of a marketing database, their first step is to assign resources to this endeavor. The 2 groups typically are: 1. those who request the marketing database and 2. those who will service this request (MIS). If not specified and resolved, these completely valid - yet different - expectations can set a project on the inevitable path to derailment. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01172346 ProQuest ABI/INFORM (R) Global Title: The New Marketing Research Systems - How to Use Strategic Database Information for Better Marketing Decisions Authors: Balasubramanian, Siva K Journal: Journal of the Academy of Marketing Science [AMK] ISSN: 0092-0703 Vol: 24 Iss: 2 Date: Spring 1996 p: 179-181 Illus: References Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Book reviews; Market research; Data base marketing; Market strategy; Information management Geo Places: US Codes: 9190 (United States); 7100 (Market research); 5240 (Software & systems) Abstract: The New Marketing Research Systems - How to Use Strategic Database Information for Better Marketing Decisions by David J. Curry is reviewed. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01210705 ProQuest ABI/INFORM (R) Global Title: Database research Authors: Wyner, Gordon A Journal: Marketing Research: A Magazine of Management & Applications [MRE] ISSN: 1040-8460 Vol: 8 Iss: 1 Date: Spring 1996 p: 60-63 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Market research; Data base marketing; Methods Geo Places: US Codes: 9190 (United States); 7100 (Market research); 5240 (Software & systems) Abstract: Relatively little has been written about the methodological issues surrounding database usage. Yet the value of insights gained from database analyses depends directly on the quality of the underlying data, just as with other forms of marketing analysis. The use of database analyses for implementation, such as for targeting programs, likewise depends upon data quality. When conducting database research, managers need to consider some critical factors - specifically with regard to sampling, measurement, and data collection and analysis - that might affect the results. The current value and future potential of customer databases for marketing research are great. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01148703 ProQuest ABI/INFORM (R) Global Title: Subaru aims to take the guesswork out of consumer trends Authors: Karon, Paul Journal: InfoWorld [IFW] ISSN: 0199-6649 Vol: 18 Iss: 4 Date: Jan 22, 1996 p: 63 Reprint: Contact UMI for article reprint (order no. 12701.01). Restrictions may apply. Companies: Subaru of America Inc DUNS: 05-327-6648 Subjects: Automobile industry; Data warehouses; Client server computing; Technological planning; Marketing information systems; Systems design; Case studies Geo Places: US Codes: 8680 (Transportation equipment industry); 5240 (Software & systems); 7100 (Market research); 9110 (Company specific); 9190 (United States) Abstract: The IS department at Subaru of America Inc. has invested in a client/server data warehouse system based on Sybase Inc.'s SQL Server and Holistic Systems Inc.'s Holos Multidimensional on-line analytical warehouse processing technology. Subaru of America Inc. sells more than 100,000 vehicles a year in the US. It is up to a small number of Subaru marketing specialists to determine exactly how many cars to order each quarter and in which models, colors, and configurations. With the new client/server system, a market planner can ask for a report of sales of a certain model car, by a certain dealer, and for a single month. One objective of the new system was reducing some of the more cumbersome vestiges of the old mainframe system. The market-planning application is just the first of what Subaru's IS specialists say will be amore complete shift to a distributed architecture. Item Availability: Paper. Current Journals Room, Level B Access No: 01143163 ProQuest ABI/INFORM (R) Global Title: Who needs this? Authors: Anonymous Journal: American Demographics [ADE] ISSN: 0163-4089 Iss: Marketing Tools Supplement Date: Jan/Feb 1996 p: 32-34 Reprint: Contact UMI for article reprint (order no. 13396.00). Restrictions may apply. Companies: Direct Marketing Corp of America Subjects: Direct marketing; Data base marketing; Mailing lists; Service introduction Geo Places: US Codes: 9190 (United States); 9000 (Short Article); 7100 (Market research); 7500 (Product planning & development); 5240 (Software & systems) Abstract: Efforts are underway all across the US to target mailings more precisely. One solution is now ready to be launched: SmartPak, a shared-cost direct mail program based on outbound telephone surveys that determine actual household composition and brand preferences. SmartPak is the outgrowth of a telemarketing program called Pinpoint, developed and operated by the Direct Marketing Corp. of America. With 600,000 new surveys conducted each month, MCA has built a large, highly detailed database of household-level information. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01144283 ProQuest ABI/INFORM (R) Global Title: The leader of the pack Authors: Anonymous Journal: Chain Store Age [CSA] ISSN: 0193-1199 Iss: Section 3)Consumer Enhancement & Development Supplement Date: Jan 1996 p: 46-47 Illus: Charts Reprint: Contact UMI for article reprint (order no. 8667.01). Restrictions may apply. Subjects: Department stores; Data base management; Data base marketing; Market surveys Geo Places: US Codes: 9190 (United States); 8390 (Retail stores); 7100 (Market research); 5240 (Software & systems) Abstract: The department store industry has undergone a harsh reassessment of what it actually means to consumers. The sector leads in the overall use of CED applications. One Southern-based retailer clearly stands out as a master in the capture and use of customer information. Purchase histories of customers, who present a house charge or an American Express card, appear on sales terminal screens. Sales associates use the personal purchasing record to suggest add-on sales and input any comments or remarks the customers make to their profiles, improving the database for all. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01144286 ProQuest ABI/INFORM (R) Global Title: Struggling sector grabs second place Authors: Anonymous Journal: Chain Store Age [CSA] ISSN: 0193-1199 Iss: Section 3)Consumer Enhancement & Development Supplement Date: Jan 1996 p: 48-49 Illus: Charts Reprint: Contact UMI for article reprint (order no. 8667.01). Restrictions may apply. Subjects: Retail stores; Data base management; Data base marketing; Market surveys Geo Places: US Codes: 9190 (United States); 8390 (Retail stores); 5240 (Software & systems); 7100 (Market research) Abstract: Hit hard by dropping same store sales and uncomfortably tight margins, the specialty store sector is trying out some new business plans. The sector finished 2nd in the use of CED tools and applications. A major East Coast based catalog and retail store operator is one of the best at identifying its customers. This retailer identifies customers at the point of purchase when they use its own credit card. Another national catalog and store operator is one of retail's most astute consumer researchers. This retailer routinely conducts focus groups, phone surveys, mall-intercept interviews and industry studies. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01248021 ProQuest ABI/INFORM (R) Global Title: Impediments to reaping database benefits Authors: Gessaroli, Jerome Journal: Telemarketing & Call Center Solutions [TLM] ISSN: 0730-6156 Vol: 14 Iss: 7 Date: Jan 1996 p: 72-75 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Data base marketing; Telemarketing; Problems; Market research Geo Places: US Codes: 9190 (United States); 5200 (Communications & information management); 7100 (Market research) Abstract: One of the key constraints facing marketing staff is being able to obtain timely customer and marketing data in a suitable format, accessible from a standards and systems interface point, and in a usable form. There also may be a need to obtain supplementary data such as demographic or socioeconomic data to that found in-house or from primary data sources. Issues regarding data access include: 1. poor or nonexistent electronic links to data sources, 2. organizational politics inhibiting links, 3. inconsistent data, 4. incomplete data, 5. security, and 6. lack of sufficiently rich data. Library does not own this journal. Access No: 01313425 ProQuest ABI/INFORM (R) Global Title: Who will benefit from virtual information? Authors: Hagel, John III; Sacconaghi, A M Jr Journal: McKinsey Quarterly [MCQ] ISSN: 0047-5394 Iss: 3 Date: 1996 p: 22-37 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Data base marketing; Market research; Online information services; Electronic commerce; Information management; Data collection Geo Places: US Codes: 9190 (United States); 5250 (Telecommunications systems); 7100 (Market research) Abstract: Until now, much of the most useful information about consumers - such as when they are about to make a purchase, or how much they are buying from competitors - has remained out of reach. Today, online markets (such as the World Wide Web or proprietary services) hold the potential to deliver answers to marketing questions, offering significant opportunities to companies that know how to use information to create new value. It is assumed that the technologies required to economically capture detailed information about consumers' online activities will soon emerge. Far more uncertain, however, are the business and privacy issues. It is suggested that companies should develop specific strategies to gain maximum potential value from capturing online information. Library does not own this journal. Access No: 01104593 ProQuest ABI/INFORM (R) Global Title: Marketers capture prospects of using AmEx 'closed loop' Authors: Fitzgerald, Kate Journal: Advertising Age [ADA] ISSN: 0001-8899 Vol: 66 Iss: 41 Date: Oct 9, 1995 p: 18, 20 Reprint: Contact UMI for article reprint (order no. 347.00). Restrictions may apply. Companies: American Express Co DUNS: 00-697-9900 Ticker: AXP Subjects: Credit cards; Customer information files; Data base marketing; Competitive advantage Geo Places: US Codes: 8120 (Retail banking services); 7100 (Market research); 7200 (Advertising); 9190 (United States) Abstract: In the past year, American Express Co. has begun to use several new supercomputers and high technology programs that enable it to quickly marshal extremely detailed information about its customers' purchasing habits for quick-turnaround marketing programs. AmEx calls its evolving information-driven marketing programs direct marketing, but the practice is significantly different from that of most bank charge card issuers using general customer information for mass marketing purposes. This stems from a fundamental difference between AmEx's back-office operations and those of major competitors. David Hilder, who follows AmEx at the Morgan Stanley & Co., says that AmEx has a major strategic advantage because it is a 'closed loop' operation that handles the entire transaction process. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01100179 ProQuest ABI/INFORM (R) Global Title: Separating the weekend bikers from Hell's Angels Authors: Yovovich, B G Journal: Advertising Age [ADA] ISSN: 0001-8899 Vol: 66 Iss: 40 Date: Oct 2, 1995 p: 30 Reprint: Contact UMI for article reprint (order no. 347.00). Restrictions may apply. Companies: Progressive Casualty Insurance Co DUNS: 07-674-3699 Subjects: Insurance companies; Target markets; Motorcycles; Data base marketing; Case studies; Automobile insurance; Competitive advantage; Market research Geo Places: US Codes: 9190 (United States); 9000 (Short Article); 9110 (Company specific); 8220 (Property casualty insurance); 7100 (Market research) Abstract: Progressive Corp., a $2.4 billion property and Casualty insurance company, employed sophisticated use of customer information to outmaneuver competitors in the motorcycle insurance business and select low-risk applicants. The key turned out to be finding information that indicated whether the insurance applicant kept his bike in a garage and whether the applicant was married. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01101858 ProQuest ABI/INFORM (R) Global Title: Data mining: Exploring the unknown Authors: Mason, Barry Journal: Discount Merchandiser [DMD] ISSN: 0012-3579 Vol: 35 Iss: 10 Date: Oct 1995 p: T58-T60 Reprint: Contact UMI for article reprint (order no. 9336.00). Restrictions may apply. Subjects: Retailing industry; Marketing information systems; Data base marketing Geo Places: US Codes: 9190 (United States); 5240 (Software & systems); 8390 (Retail stores); 7100 (Market research) Abstract: Data mining is a rapidly-evolving area of data analysis that directly supports key retail initiatives in micromarketing and micromerchandising. Advances in hardware and software technologies are making the analysis of enormous amounts of data more realistic. Retailers now have an opportunity to explore this new technology to gain competitive advantage and offer the goods that each individual consumer wants. By applying data mining techniques over various time segments of purchase histories, it is possible to define activities that are more likely to drive shopper behavior. Library does not own this journal. Access No: 01112614 ProQuest ABI/INFORM (R) Global Title: Catalog database marketing done right Authors: Schmid, Jack; Weber, Alan Journal: Target Marketing [ZIR] ISSN: 0889-5333 Vol: 18 Iss: 10 Date: Oct 1995 p: 34-37 Illus: Charts Reprint: Contact UMI for article reprint (order no. 11927.02). Restrictions may apply. Subjects: Mail order houses; Catalogs; Data base marketing; Direct marketing; Effectiveness; Models; Mailing lists; Consumer behavior Geo Places: US Codes: 9190 (United States); 8303 (Wholesale industry); 7200 (Advertising); 7100 (Market research) Abstract: A quality database is one of the key drivers for improving the effectiveness of a cataloger's house list. Without the ability to capture and retain detailed customer purchase history, even considering a simple recency, frequency and monetary (RFM) model is out of the question. The process of creating an RFM segmentation chart begins by creating a breakeven analysis for the catalog's customer marketing efforts. The RFM segmentation chart is made up of groups of buyers, each is which is based on a specific cell based on recency, frequency and monetary purchase history. It is important to have a professional create a RFM segmentation chart the first time. This will ensure that the recency, frequency and monetary categories are optimized, that data is used correctly and that the cataloger has a working model for the future. RFM segmentation gives decision-making power to the cataloger, who can readily see which segments are attaining which level of breakeven and determine who should be mailed. Library does not own this journal. Access No: 01074347 ProQuest ABI/INFORM (R) Global Title: New tools transform database marketing Authors: Yovovich, B G Journal: Advertising Age's Business Marketing [IMR] ISSN: 0745-5933 Vol: 80 Iss: 9 Date: Sep 1995 p: 9 Reprint: Contact UMI for article reprint (order no. 348.01). Restrictions may apply. Subjects: Data base marketing; Target markets Geo Places: US Codes: 9190 (United States); 7100 (Market research); 7200 (Advertising) Abstract: New tools that are becoming available via database marketing are transforming the supplier/customer interface. The ability to collect, store and easily access tons of customer information makes it possible to go beyond a monologue to a dialogue with the customer. It is becoming possible to codesign a package of products and services that suits each customer's specific needs. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01082156 ProQuest ABI/INFORM (R) Global Title: Right on target Authors: Anonymous Journal: American Demographics [ADE] ISSN: 0163-4089 Iss: Marketing Tools Supplement Date: Sep 1995 p: 25-27 Reprint: Contact UMI for article reprint (order no. 13396.00). Restrictions may apply. Companies: Safeway Stores Inc DUNS: 00-913-7209 Prevision Marketing Inc Subjects: Data base marketing; Supermarkets; Target markets; Case studies; Market research Geo Places: US Codes: 9190 (United States); 5250 (Telecommunications systems); 8390 (Retail stores); 9110 (Company specific); 7100 (Market research) Abstract: For years, manufacturers have been stymied by the paradox created by the advent of the supermarket scanner: although it was possible to collect mountains of data on customers and their shopping habits, the information was stored in mainframe computers, where it was hard to get at and even harder to translate into usable form. But, according to Deirdre Girard, a partner in Prevision Marketing Inc., the technology has changed dramatically. Prevision has brought Safeway Stores' Savings Club database marketing in-house. Safeway's first venture into database marketing partnerships with manufacturers is the Families with Children package, which will be mailed quarterly beginning this month. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01097327 ProQuest ABI/INFORM (R) Global Title: Catch and keep clients by using your database Authors: Atwood, Rex Journal: Best's Review [Life/Health] [BIH] ISSN: 0005-9706 Vol: 96 Iss: 5 Date: Sep 1995 p: 92-96 Reprint: Contact UMI for article reprint (order no. 1762.00). Restrictions may apply. Subjects: Insurance industry; Data base marketing; Methods; Marketing information systems; Customer relations Geo Places: US Codes: 9190 (United States); 8210 (Life & health insurance); 7100 (Market research); 2400 (Public relations); 5240 (Software & systems) Abstract: To find more clients, insurance companies need to consider many factors, including: lapsation, loans, agents, surrenders, riders, client life cycle, replacement, dividends, retention, cash value, premium, and competition. But most importantly, companies need to record and study the characteristics of persistency - the length of time policies, customers and agents are retained. Using database technology, companies can get a comprehensive view of their businesses and analyze the effects of competition, performance, loyalty, and lost opportunity. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01092915 ProQuest ABI/INFORM (R) Global Title: Selling intellect at EDS Authors: Anonymous Journal: Credit Card Management [CCM] ISSN: 0896-9329 Vol: 8 Iss: 6 Date: Sep 1995 p: 8-10 Reprint: Contact UMI for article reprint. Restrictions may apply. Companies: EDS Card Processing Services Subjects: Data base marketing; Marketing information systems; Competition; Sales Geo Places: US Codes: 9190 (United States); 5240 (Software & systems); 7100 (Market research) Abstract: EDS's entry into the data-base marketing area, a product called DB Intellect, has made a splash in the first year, garnering $25 million in sales since its October launch. DB Intellect has done so well primarily because of its graphics presentation, which can present in real-time data base-generated graphics depicting cardholder purchasing habits. Despite a $3 million price tag, DB Intellect is growing at an annual clip of 400%. Within the card industry, EDS is initially targeting DB Intellect at corporate card issuers, which need reams of purchasing data to track costs. Library does not own this journal. Access No: 01098208 ProQuest ABI/INFORM (R) Global Title: Hopelessly devoted to you: Loyalty is a powerful two-way street! (Part 2) Authors: Jutkins, Ray Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 58 Iss: 5 Date: Sep 1995 p: 22-23 Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Data base marketing; Brand loyalty; Consumer attitudes; Advantages Geo Places: US Codes: 9190 (United States); 7200 (Advertising); 7100 (Market research) Abstract: There are several major components to make a loyalty marketing program function properly. First is the creation and maintenance of the database. A database should be a knowledge bank, filled with usable information. Seven things that can be counted upon when building a database include: 1. Every contract becomes valuable knowledge for all future contacts. 2. An accurate, targeted presentation to your marketplace is reality and reasonably available within your database. 3. Garbage in, garbage out. 4. If you cannot measure it you cannot improve it. 5. By measuring your results and recording that record, not only will you earn more, you will save more. Some mistakes to avoid include: 1. thinking you can 'test' before doing, 2. not getting total commitment from management, and 3. building your database, then not using it. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01073386 ProQuest ABI/INFORM (R) Global Title: Lists and databases Authors: Kiley, Kathleen Journal: Catalog Age [CTA] ISSN: 0740-3119 Vol: 12 Iss: 8 Date: Aug 1995 p: 77-84 Illus: Charts; Graphs Reprint: Contact UMI for article reprint (order no. 16475.00). Restrictions may apply. Subjects: Mail order houses; Catalogs; Polls & surveys; Business conditions; Data base marketing; Customer information files; Statistical data Geo Places: US Codes: 8303 (Wholesale industry); 7100 (Market research); 9140 (Statistical data); 9190 (United States) Abstract: The Catalog Age Lists and Databases Benchmarking Survey suggests that protectionism and isolationism - words normally associated with international relations - aptly describe mailers' attitudes toward their database. Mailers are squeezing more from their house lists to support higher circulations this year. Across all 3 categories (consumer, business and hybrid) 60% of all respondents are mailing more catalogs this year than in 1994. About 20% of catalogers are compensating for reduced prospecting by using database marketing and modeling techniques to better target customers. Mailers do not make the initial effort to get the data, so a whopping 80% of survey respondents do not use regression analysis, neural network discriminant analysis or other statistical modeling techniques. Library does not own this journal. Access No: 01086220 ProQuest ABI/INFORM (R) Global Title: Databasing in the 1990s - Data and what we're doing with it! Authors: Barrett, Jennifer Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 58 Iss: 4 Date: Aug 1995 p: 40-42 Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Data base marketing; Business growth; Trends; Direct marketing; Product development Geo Places: US Codes: 7100 (Market research); 7200 (Advertising); 7400 (Distribution); 7500 (Product planning & development); 9190 (United States) Abstract: The use of databases in a wide variety of marketing applications and in fulfillment and service to the customer has become the norm rather than the exception, regardless of how large or small the business. Because very little is restricting the collection and use of data in many industries today, databases are springing up in all shapes and sizes. Among the types are compiled databases, publicly traded response databases, cooperative databases and private databases. The companies that have had these databases for some time are getting extremely creative about their use. They are combining individual, geographical, and even map data into sophisticated information warehouses. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01061753 ProQuest ABI/INFORM (R) Global Title: Data mining unearths customers Authors: Hoffman, Thomas; Nash, Kim S Journal: Computerworld [COW] ISSN: 0010-4841 Vol: 29 Iss: 28 Date: Jul 10, 1995 p: 1, 28 Reprint: Contact UMI for article reprint (order no. 6206.00). Restrictions may apply. Companies: Bank of America DUNS: 00-691-1747 Subjects: Data warehouses; Case studies; Customer information files; Financial services Geo Places: US Codes: 9190 (United States); 5240 (Software & systems); 9110 (Company specific); 8100 (Financial services industry); 7100 (Market research) Abstract: Data warehousing - or data mining - is a meatier form of yesterday's decision-support systems. The idea is to gather information, usually sales or customer service data, from various parts of an organization so managers can determine business trends. At Bank of America, sales personnel can sculpt detailed demographic views of the banking habits of selected groups of bank customers. The application, which will be rolled out to all 35 Bank of America district managers by the end of 1995, was made possible by the bank's 9-year-old, 800G-byte data warehouse. Library does not own this journal. Access No: 01069308 ProQuest ABI/INFORM (R) Global Title: Marketing database: An art beyond science Authors: Swigor, J Timothy Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 58 Iss: 3 Date: Jul 1995 p: 23-25 Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Data base marketing; Software packages; Marketing information systems; Customer information files Geo Places: US Codes: 7100 (Market research); 7200 (Advertising); 5240 (Software & systems); 9190 (United States) Abstract: More tools are becoming available as a result of the decreasing costs of additional computer power and the ever-increasing information available on customers and prospects. However, it will only be the skillful and artistic implementation of marketing database tools that will allow marketers to successfully manage their individual relationships of individually differentiated customers. More important than what tools a marketing professional might use is how they use them. One can choose from software as well as data tools, and it is usually some combination of the 2 that is the most effective. Marketing database is truly an art beyond science. The artistic implementation of the tools occurs only after constant evaluation of your marketing programs. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01076738 ProQuest ABI/INFORM (R) Global Title: Business-to-business direct marketing: The most commonly asked questions Authors: Bean, Randy Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 58 Iss: 2 Date: Jun 1995 p: 27-29 Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Data base marketing; Industrial advertising; Market strategy; Questions; Advantages Geo Places: US Codes: 9190 (United States); 7100 (Market research); 7200 (Advertising) Abstract: Randy Bean, vice president of the business-to-business division at Harte-Hanks Data Technologies, examines some of the major aspects of database marketing. According to Bean, database marketing has been hot largely because of the benefit companies are deriving from it - namely, the ability to come up with more educated assumptions about their customers and markets based on data that have been compiled and organized to highlight measurable results and opportunities. A marketing database should represent a central repository of all relevant marketing information about your customers. Database marketing represents the single most cost-effective way of generating new business for a company. This is accomplished through 'selective targeting' of high-propensity opportunities. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 01029061 ProQuest ABI/INFORM (R) Global Title: Pushing the envelope Authors: Hatch, Denison Journal: Target Marketing [ZIR] ISSN: 0889-5333 Vol: 18 Iss: 5 Date: May 1995 p: 49-51 Reprint: Contact UMI for article reprint (order no. 11927.02). Restrictions may apply. Subjects: Direct marketing; Target markets; Data collection; Data base marketing Geo Places: US Codes: 9190 (United States); 7100 (Market research) Abstract: Examples are provided about collecting and using consumer information. The current Metromail consumer survey contains 62 sections and more than 1,000 questions on lifestyle and product preferences. Metromail is up-front with the consumer about the reason for collecting personal and household data. On the other hand, Whirlpool's product registration card bases filling out the questionnaire on fear and only at the very end is the real reason for the questionnaire made clear. When a marketer has private, sensitive information about a consumer, it is both stupid and wrong to put it in writing. For example, United Financial Funding touted via direct mail a home equity loan to a consumer with credit problems. This person's financial problems are thrown in his face. First Deposit National Bank, in offering a Visa card, does not come out and say what is known about the prospect's financial history but seemingly knows a log. Library does not own this journal. Access No: 00996558 ProQuest ABI/INFORM (R) Global Title: Computer-dating the customer Authors: Reid, Michael Journal: Economist [ECT] ISSN: 0013-0613 Vol: 334 Iss: 7904 Date: Mar 4, 1995 p: SS7 Reprint: Contact UMI for article reprint (order no. 1011.00). Restrictions may apply. Companies: Talbots Inc DUNS: 01-939-7892 Vons Grocery Co DUNS: 00-690-5244 Subjects: International; Retailing industry; Data base marketing; Advantages Codes: 9000 (Short Article); 8390 (Retail stores); 7100 (Market research); 9180 (International) Abstract: Computer databases now allow marketers to treat customers as individuals. They may know consumers' names and addresses, what they buy, what they have stopped buying, and even how they respond to the rise in the price of dog food. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 00995228 ProQuest ABI/INFORM (R) Global Title: The missing link Authors: Waldes, John Journal: American Demographics [ADE] ISSN: 0163-4089 Iss: Marketing Tools Supplement Date: Mar/Apr 1995 p: 18-23 Reprint: Contact UMI for article reprint (order no. 13396.00). Restrictions may apply. Subjects: Data base marketing; Customer information files; Models; Market planning; Estimates; Market research Geo Places: US Codes: 9190 (United States); 7200 (Advertising); 2310 (Planning); 7100 (Market research) Abstract: The missing link in most reengineering efforts is customer-based marketing information. No company will last long, no matter how cost effective and efficient its internal structures, if it is unable to adapt to the market environment. Market models will convey information to make profit-oriented decisions about pricing, a new product or service, or any other project, but to be useful, they must be quantitative models. The first tool required is a market model that simulates the outcomes of potential marketing strategies under a variety of market conditions. The 2nd tool must test the market attractiveness of fully developed marketing strategies. With this, revenue estimates can be made, based on price, market share, and market size. With revenue and cost estimates in hand, a profit estimate can be calculated. Finally, the tool kit must contain techniques to measure the return on the market information investment. An effective managerial market model will incorporate potential customers' future needs, and will simulate future products, future marketing strategies, and future competitive environments. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 01006147 ProQuest ABI/INFORM (R) Global Title: MCIFs help piece together profitable profiles Authors: Morrall, Katherine Journal: Bank Marketing [BNM] ISSN: 0888-3149 Vol: 27 Iss: 3 Date: Mar 1995 p: 22-28 Reprint: Contact UMI for article reprint (order no. 10211.01). Restrictions may apply. Companies: Comerica Bank DUNS: 00-695-7856 Commerce Bancshares Inc-Kansas City MO Nationsbank of North Carolina-Charlotte Subjects: Bank marketing; Customer information files; Data base marketing; Manycompanies Geo Places: US Codes: 8120 (Retail banking services); 7100 (Market research); 9190 (United States) Abstract: Banks can pinpoint lucrative markets more accurately than ever by using MCIFs to combine external and internal information. As banks gain more experience with database marketing, they are gaining a deeper understanding of what triggers customer buying behavior and what the indicators actually mean. Bringing the data together in a cohesive and intelligent manner is the first challenge database marketers face. Sometimes, they must pull together different pieces of information from many different operating systems to get a true picture of the customer base. Some banks are responding to the challenge by changing the architecture of their data infrastructure to make the data more compatible and accessible. By capturing transaction and balance information and customers' purchasing history within the MCIF, database marketers are able to spot and identify trends. Those trends can then be plotted on matrixes to predict profitability, potential profitability, and likelihood of defecting. Library does not own this journal. Access No: 00975858 ProQuest ABI/INFORM (R) Global Title: Frequent shopper programs deliver the goods Authors: Anonymous Journal: Progressive Grocer [PGR] ISSN: 0033-0787 Vol: 74 Iss: 2 Date: Feb 1995 p: SS14 Reprint: Contact UMI for article reprint (order no. 14001.00). Restrictions may apply. Subjects: Grocery stores; Data base marketing; Customer relations; Customer retention Geo Places: US Codes: 9190 (United States); 8390 (Retail stores); 7100 (Market research); 2400 (Public relations) Abstract: Marketers are building and tapping into database marketing to build relationships with known clusters of loyal customers, tracking them right into their households. Frequent shopper cards are just one way to collect data on individual households, but they are one of the best. Some 14% of chains and 11% of independents issue frequent shopper cards, according to Progressive Grocer's 61st Annual Report. The top 20% of frequent shoppers generated a gross profit of 24.4%, compared with 'cherry pickers'' 15%. Indeed, bottom meat buyers create a negative gross profit contribution. Library does not own this journal. Access No: 00983391 ProQuest ABI/INFORM (R) Global Title: Taking no chances Authors: Cone, Edward Journal: Informationweek [IWK] ISSN: 8750-6874 Iss: 505 Date: Dec 12, 1994 p: 30-40 Illus: Graphs Reprint: Contact UMI for article reprint. Restrictions may apply. Companies: Caesars World Inc DUNS: 04-118-0076 Ticker: CAW MGM Grand Hotel-Las Vegas Inc DUNS: 06-206-9968 Subjects: Casinos; Data base marketing; Customer information files; Marketing information systems; Direct marketing Geo Places: US Codes: 9190 (United States); 8307 (Entertainment industry); 5240 (Software & systems); 7100 (Market research) Abstract: Communicating with customers has become vital to Nevada's casinos. Faced with burgeoning competition, Las Vegas and other Nevada resorts have gone online both to lure customers and improve efficiency. Since casinos make the most money off repeat customers, especially those who stay in their hotels, getting returnees is a priority. Giving big spenders an incentive to return is a database marketer's main job. The most potent method of data collection and award accumulation is the player-tracking system, which rewards guests for spending money and time in a hotel's casino. The levels of information gathered by the casinos range from name, address, phone number, and birth date to enough to fill out a brief biography. Caesar's Palace calculates what a player is likely to spend, figures out what incentives competitors offer, and fills up special events with the best players. The MGM Grand, which is linking databases and fine-tuning its marketing output, worries about collecting too much information. Access No: 00940185 ProQuest ABI/INFORM (R) Global Title: Winning back customers through data base marketing Authors: Johnson, Claude A Journal: Direct Marketing [DIM] ISSN: 0012-3188 Vol: 57 Iss: 7 Date: Nov 1994 p: 3637 Reprint: Contact UMI for article reprint (order no. 299.00). Restrictions may apply. Subjects: Retailing industry; Data base marketing; Customer retention Geo Places: US Codes: 8390 (Retail stores); 7100 (Market research); 9190 (United States) Abstract: Knowing that it costs far more to acquire a new customer than to retain a current one, retailers can no longer afford to lose customers to the competition. Through database marketing, it is easier than ever to identify valuable customers. More importantly, this marketing tool enables the retailer to look at each customer and realize the potential profit loss associated with each customer by identifying how much that customer has spent in the store. The components and results of a 'winback' campaign recently conducted by an off-price clothing chain is presented to illustrate the power of database marketing application. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 00957259 ProQuest ABI/INFORM (R) Global Title: Database marketing research Authors: Ezop, Phyllis Journal: Marketing Research: A Magazine of Management & Applications [MRE] ISSN: 1040-8460 Vol: 6 Iss: 4 Date: Fall 1994 p: 34-41 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Market research; Data base marketing; Polls & surveys; Integrated marketing; Direct mail advertising Geo Places: US Codes: 9190 (United States); 7100 (Market research); 5250 (Telecommunications systems) Abstract: Customer databases can be used as an adjunct to survey research to make it more effective. Because databases and surveys each have their own strengths, the 2 complement one another well. Recommendations are offered on how to integrate the database-oriented techniques of direct mail with traditional consumer market research methods. Successfully merging the 2 can cut research costs and improve survey representatives - all within ethical bounds. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 00918751 ProQuest ABI/INFORM (R) Global Title: Database marketing - The UFO of the newspaper business Authors: Conniff, Michael Journal: Editor & Publisher [EDP] ISSN: 0013-094X Vol: 127 Iss: 38 Date: Sep 17, 1994 p: 3, 29 Reprint: Contact UMI for article reprint (order no. 5795.00). Restrictions may apply. Subjects: Data base marketing; Newspapers; Market research; Target markets Geo Places: US Codes: 9190 (United States); 7100 (Market research); 8690 (Publishing industry) Abstract: Companies are collecting information about consumers, crunching it to predict how likely they are to buy a product, and using the knowledge to craft a marketing message. Database marketing is the only way a newspapaer can know who is reading the newspaper - advertising and editorial - and why. Database marketing, used in conjunction with advertising at newspapers like the Hartford Courant, brings a new dimension to advertisers who want to identify both customers and likely prospects. Integrated print and audiotex programs have given newspapers a way to build databases that can serve both advertisers and readers, a practice that is becoming more widespread. However, the only thing more difficult than defining database marketing is building and maintaining the actual database. Item Availability: Paper. Bound Periodicals, Level 3 - Recent issues, Level B Access No: 00906494 ProQuest ABI/INFORM (R) Global Title: A potent new tool for selling: Database marketing Authors: Berry, Jonathan Journal: Business Week [BWE] ISSN: 0739-8395 Iss: 3388 (Industrial/Technology Edition) Date: Sep 5, 1994 p: 56-62 Illus: Diagrams Reprint: Contact UMI for article reprint (order no. 36.00). Restrictions may apply. Companies: Claridge Casino Hotel DUNS: 60-380-8429 Hilton Hotels Corp DUNS: 00-693-0531 Ticker: HLT Seagram & Sons DUNS: 00-136-8554 American Express Co DUNS: 00-697-9900 Ticker: AXP Subjects: Data base marketing; Integrated marketing; Market research; Direct marketing; Marketing information systems; Target markets; Manycompanies Geo Places: US Codes: 9190 (United States); 7000 (Marketing) Abstract: Companies are collecting mountains of information about individuals, crunching it to predict how likely they are to buy a product, and using that knowledge to craft a marketing message precisely calibrated to get them to do so. New generations of faster, more powerful computers are enabling marketers to zero in on ever-smaller niches of the population, ultimately aiming for the smallest consumer segment of all - the individual. A growing number of marketers are investing millions of dollars to build databases that enable them to figure out who their customers are and what it takes to secure their loyalty. Companies that use database marketing include General Motors Corp., Blockbuster Entertainment Corp., Kraft General Foods Inc., and Harley-Davidson Inc. Consumers appear to be responding to the precision marketing. Marketers are increasingly recognizing that past customer behavior, as recorded in actual business transactions, is by far the best indicator of future buying patterns. By weaving relationships with its customers, a company can make it inconvenient for consumers to switch to a competitor. Using neural-network software, computers can plow through masses of data and determine how specified variables may depend on one another. Item Availability: Microform. Microtext, Level 1 - Recent issues, Level B Access No: 00900593 ProQuest ABI/INFORM (R) Global Title: The future of database Authors: Dowling, Melissa Journal: Catalog Age [CTA] ISSN: 0740-3119 Vol: 11 Iss: 8 Date: Aug 1994 p: Cover, 42 Reprint: Contact UMI for article reprint (order no. 16475.00). Restrictions may apply. Subjects: Catalogs; Mail order houses; Data base marketing; Market segmentation Geo Places: US Codes: 9190 (United States); 8390 (Retail stores); 7100 (Market research); 5200 (Communications & information management) Abstract: Database marketing has been viewed as a valuable tool in the catalog industry, but most marketers still need the help of computer professionals to fully exploit their databases. After years of waiting, some believe new technology will finally deliver on its promise of providing marketers with data at their fingertips. The science of collecting, maintaining and analyzing customer data has become increasingly sophisticated, and computer systems can hold more information and allow for complex segmentation and modeling. The challenge has been to develop an efficient means of putting the data into the hands of marketers. Databases can now be loaded into user-friendly workstation computers of reduced instruction set computing (RISC)-based client servers. Workstations link comfortably with personal computers. With easier access to the database, catalogers have devised several new ways to use the information, such as identifying returns patterns and identifying customers who respond to upsell offers. Library does not own this journal. Access No: 00852505 ProQuest ABI/INFORM (R) Global Title: Technology updates market research methods Authors: Morrall, Katherine Journal: Bank Marketing [BNM] ISSN: 0888-3149 Vol: 26 Iss: 4 Date: Apr 1994 p: 15-20 Reprint: Contact UMI for article reprint (order no. 10211.01). Restrictions may apply. Companies: Bank IV Wichita NA DUNS: 00-694-4045 Premier Bancorp Inc DUNS: 11-742-0059 Ticker: PRBC Glendale Federal Bank-California DUNS: 00-958-3196 Leader Federal Savings & Loan DUNS: 00-704-0421 Subjects: Retail banking; Market research; Data base marketing; Manycompanies Geo Places: US Codes: 8120 (Retail banking services); 7100 (Market research); 9190 (United States) Abstract: Many banks are using mapping technology, geocoding, sophisticated MCIFs and other modeling techniques for marketing and management purposes. This kind of database marketing helps to develop branching strategies, tracking systems and trade area development. The ultimate goal is to identify customers and give insights into their profitability, buying habits and market preferences, and to retain customers by more adequately meeting their needs. Library does not own this journal. Access No: 00852489 ProQuest ABI/INFORM (R) Global Title: Hit and miss Authors: Talmor, Sharona Journal: Banker [BKR] ISSN: 0005-5395 Vol: 144 Iss: 818 Date: Apr 1994 p: 84-86 Reprint: Contact UMI for article reprint (order no. 2978.00). Restrictions may apply. Subjects: Bank marketing; Data base marketing; Information management; Manycompanies; Customer information files Geo Places: UK Codes: 9175 (Western Europe); 8120 (Retail banking services); 7100 (Market research) Abstract: Around 1989, many banks started taking seriously the idea of customer-based, relational databases that would be used for marketing purposes. Only the smaller banks or building societies could afford to install customer-based packages from scratch. First Direct, the autonomous telebanking arm of Midland Bank, is considered to have one of the most successful customer information databases, based on 3 performance criteria: speed of access, depth of information, and friendliness of the screen. The larger banks are still some stages away from the truly customer oriented relational database. Through the implementation of certain software tools, such as Logica's DataMariner, banks are able to undertake a more accurate classification or segmentation of their customers, to determine their propensity to buy particular products and services. Library does not own this journal. Access No: 00860320 ProQuest ABI/INFORM (R) Global Title: A Hobson's choice for card marketers Authors: Borowsky, Mark Journal: Credit Card Management [CCM] ISSN: 0896-9329 Vol: 7 Iss: 1 Date: Apr 1994 p: 30-34 Reprint: Contact UMI for article reprint. Restrictions may apply. Subjects: Credit management; Credit cards; Marketing management; Data base marketing; Advantages Geo Places: US Codes: 3200 (Credit management); 7100 (Market research); 5240 (Software & systems); 8120 (Retail banking services); 9190 (United States) Abstract: Up until the last few years, mass-marketing campaigns attracted millions of new customers while credit card profits soared. However, the credit card market is now nearing saturation. While credit cards are still a high-returning asset, those returns have steadily declined, and issuers are working to retain accounts more than ever before. The cost of database marketing hardware and software has plummeted. Using a complex database, Signet Banking Corp. has increased its portfolio size from $2.5 billion to $5.5 billion, while adding 1.2 million accounts over the past year. Access to customer information makes databases a powerful retention tool. The information a database generates can be used with predictive models and artificial intelligence programs to predict future behavior. Using information gleaned from databases, issuers can target not only the cardholders most likely to respond to an offer or pay on time, but the cardholders who will be the most profitable. Library does not own this journal. Access No: 00828817 ProQuest ABI/INFORM (R) Global Title: Reading the IT leaves Authors: Williamson, Mickey Journal: CIO [CIO] ISSN: 0894-9301 Vol: 7 Iss: 11 Date: Mar 15, 1994 p: 54-60 Reprint: Contact UMI for article reprint (order no. 16395.00). Restrictions may apply. Companies: IRI Software ConAgra Consumer Frozen Food Co Rhone-Poulenc Rorer Ticker: RPR Pet Inc DUNS: 00-628-6249 Campbell Soup Co DUNS: 00-128-8042 Ticker: CPB Subjects: Data base marketing; Marketing information systems; Manycompanies; Advantages Geo Places: US Codes: 9190 (United States); 7100 (Market research); 5240 (Software & systems) Abstract: Many CIOs have difficulty differentiating between online analysis processing (OLAP) and the more familiar online transaction processing (OLTP). OLTP's focus is on adding, changing and deleting data. By contrast, OLAP selects from and summarizes existing data. Rather than just looking at how many sales the company made, OLAP provides the capability to see what the company did to stimulate those sales and to compare what its competitors did. IS executives who have implemented OLAPs see many advantages in providing analysis capabilities to their in-house customers. Robert Drury of Pet Inc. installed IRI Software's Brand Partner and Sales Partner applications in the company's marketing and sales departments. Drury says Sales Partner acts as if it were a sales analyst and tries to understand what the best selling strategies might be in each account. It helps sales representatives make a fact-based case to convince the buyer that it is in the store's best interest to carry Pet's brands. Library does not own this journal.