Succeeding with Event-driven Marketing Techniques

11th Dec 2000
Personal financial services are becoming increasingly competitive. This presentation looks at the ways in which CRM may be applied to this sector - one that has had a poor record with regard to customer relations - in order to deal with competition. Central to the piece is the application of event-driven marketing in terms of the database, segmentation and propensity models, events and the evaluation of different communication strategies. By looking at two financial campaigns the paper reaches such conclusions as the necessity of producing more low-volume campaigns. It also draws upon the notion that there is a greater significance in relationship events than life-stage events.

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