Data-driven business models:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Thomson [u.a.]
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 277 S. graph. Darst., Kt. 1 CD-Rom (12 cm) |
| ISBN: | 0324222335 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
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| 100 | 1 | |a Weber, Alan |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Data-driven business models |c Alan Weber |
| 264 | 1 | |a Mason, Ohio |b Thomson [u.a.] |c 2005 | |
| 300 | |a 277 S. |b graph. Darst., Kt. |e 1 CD-Rom (12 cm) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Datenverarbeitung | |
| 650 | 4 | |a Ökonometrisches Modell | |
| 650 | 4 | |a Marketing |x Data processing | |
| 650 | 4 | |a Marketing |x Econometric models | |
| 650 | 4 | |a Business planning | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017115178&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017115178 | ||
Datensatz im Suchindex
| _version_ | 1804138614387376128 |
|---|---|
| adam_text | Contents
Preface
13
Chapter
1:
Business Models: What They Are, How They Work,
Why They Are Important
15
Elements of a Business Model
15
Business Modeling and Business Models
17
Fact-Based Decision Making
18
Cross-Silo Cooperation
21
Types of Business Models
23
Four Basic Business Model Structures
23
Autonomous Business Models
27
Business Models in the Environment
28
Creating and Competing with Business Models
29
Understanding the Internal Culture
32
Describing the Unique Value Proposition (UVP)
33
Information Flow Within the Business Model
34
Defining Which Behaviors Can Be Measured
34
Chapter
2:
Describing the Customers
37
Profiling
43
Mapping as a Profile Tool
46
Profit-Based Segmentation
46
Predictive Modeling
50
Descriptive Modeling
52
Multi-Channel Profiling
57
Overlay Data
59
8
Contents
Survey Data
62
Learning from Our Customers
63
Chapter
3:
Describing What Customers Do
77
Tracking Behavior
78
Measuring Lift
79
Break-EvenCs)
80
Case Study: Variable Break-Even
81
Profitability by Campaign
85
Case Study: Profitability by Campaign
86
Predictive Modeling
90
Advocates, Buyers, and Tryers
93
RFM vs.
RFA
Analyses
94
Case Study: Recency-Frequency-Average Order
(RFA)
95
Chapter
4:
Quantifying Customer Behavior
103
Lifetime Value
103
Case Study: Lifetime Value
104
Customer Value
113
Customer Value Index
115
Action Based on a Customer Value Index
119
Chapter
5:
Building Customer Data Files
121
The Progression of an Analysis
122
Merge/Purge Is the Foundation
127
Data Checks
129
Relational Versus Flat Databases
130
Data Format Versus Data Content
131
Different Data Sources Equal Different Data Meanings
132
Contents 9
Realistic Time-Frames
133
Case Study: Business-to-Business Medical Equipment
Manufacturer
134
Case Study: Consumer Cataloger
135
Rapid Development Approach
136
Chapter
6:
Building a Contact Strategy
139
Segmentation Is Tactical; Marketing Is Strategic
140
Segmentation by Frequency of Contact
142
Understanding House File Segmentation
144
Who Should Be Contacted?
145
What Makes Segments Different?
146
What Offers Are Likely to Be Appropriate?
150
Which Customers Are Likely to Be Most Valuable?
151
When Should Contacts Be Made
? 153
Where Do Best Customers Come From?
155
Which Media Are Most Effective in Making Contacts?
157
House File Inventory
159
Quantifying the House File Inventory
161
Building Budgets and Sales Projections Using the
House File Inventory
166
Chapter
7:
The Process of Building a Business Model
169
Building a Team
169
Top Management as Director
171
Investors
173
Facilitators
174
Internal Lead Roles
176
Support Roles
177
Employees
Personal and Professional Strengths
178
1
о
Contents
Business Model Situation
Analysis
179
Initial Review 180
Step One: Employ Database
Marketing
Methodology
182
Step Two: Load Data
185
Step Three: Data Check
186
Step Four: Data Hygiene
188
Step Five: Set Data Dictionary
190
Step Six: Create Reports Describing the Data
191
Step Seven: Data Mining
195
Step Eight: Exploring and Defining Relationships
199
Step Nine: Create Descriptive Statistics
200
Step Ten: Predictive and Descriptive Modeling
202
Step Eleven: Create Final Report Set and
Define Update Report Set
204
Step Twelve: Develop and Implement Strategy
Based on Findings
204
Step Thirteen: Adjustment Period and Scheduled Updates
206
Step Fourteen: Application Development
207
Chapter
8:
Changing the Business Model
211
The Pressure for Change
211
Hysteresis
213
Adoption Hurdles
214
Disruptive Technology
215
Disruptive Competition
216
Disruptive Marketplace
218
The Importance of Management Push
219
Obstacles to Change
220
Pressure for Immediate Success
220
Organization Charts Reflect Strategy
221
Managing Rewards and Measurements
226
Contents 11
Agents
of
Change
Versus Agents of Inertia
227
Knowledge of the Business of the Enterprise Is Key
229
Driving Change
231
Organic Growth
231
Partnering
232
Acquisition
233
Creating a Subsidiary
234
Divestment
234
Specialization
235
Media Channels
236
Safes Channels
237
New Constituent Relationships
238
Consummating the Sale
239
240
Chapter
9:
Case Studies
241
How Profiling Changed a Business Model
241
How Cluster Analysis Changed a Business Model
245
How Profit-Based Segmentation Changed a Business Model
248
How Predicative Modeling Improved
Subscription Marketing Effectiveness
253
Index
271
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV035310426 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:59Z |
| institution | BVB |
| isbn | 0324222335 |
| language | English |
| lccn | 2006277679 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017115178 |
| oclc_num | 70220064 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR |
| owner_facet | DE-355 DE-BY-UBR |
| physical | 277 S. graph. Darst., Kt. 1 CD-Rom (12 cm) |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Thomson [u.a.] |
| record_format | marc |
| spelling | Weber, Alan Verfasser aut Data-driven business models Alan Weber Mason, Ohio Thomson [u.a.] 2005 277 S. graph. Darst., Kt. 1 CD-Rom (12 cm) txt rdacontent n rdamedia nc rdacarrier Datenverarbeitung Ökonometrisches Modell Marketing Data processing Marketing Econometric models Business planning Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017115178&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Weber, Alan Data-driven business models Datenverarbeitung Ökonometrisches Modell Marketing Data processing Marketing Econometric models Business planning |
| title | Data-driven business models |
| title_auth | Data-driven business models |
| title_exact_search | Data-driven business models |
| title_full | Data-driven business models Alan Weber |
| title_fullStr | Data-driven business models Alan Weber |
| title_full_unstemmed | Data-driven business models Alan Weber |
| title_short | Data-driven business models |
| title_sort | data driven business models |
| topic | Datenverarbeitung Ökonometrisches Modell Marketing Data processing Marketing Econometric models Business planning |
| topic_facet | Datenverarbeitung Ökonometrisches Modell Marketing Data processing Marketing Econometric models Business planning |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017115178&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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