CRM für Online-Shops
Author: Olga Walter
Publisher: MITP-Verlags GmbH & Co. KG
- Kundengruppen und -bedürfnisse durch gezielte Analyse der Kundendaten identifizieren - Customer Lifetime Value, Qualität, Rentabilität und Aktivität Ihrer Kunden effizient analysieren und bewerten - Konkrete Maßnahmen und Kampagnen zur Kunden-Wertsteigerung ableiten: Kunden (re-)aktivieren und aktiv halten Ziel des Customer Relationship Managements ist es, den Wert der Kunden über den gesamten Lebenszyklus der Geschäftsbeziehung besser auszuschöpfen, um langfristiges und nachhaltiges Wachstum zu erreichen. Dafür müssen Sie Ihre Kunden und deren Bedarf kennen. Um Ihre Kunden besser kennen zu lernen, haben Sie als Betreiber einer Website oder eines Online-Shops unzählige Daten zur Verfügung – Stichwort Big Data. Häufig fehlt aber das Know-how, aus diesen enormen Datenmengen die relevanten herauszufiltern und dann die richtigen Schlüsse und Handlungen daraus abzuleiten, um am Ende Ihren Kunden die passenden Produkte und Services zur richtigen Zeit anzubieten und so ihren Wert für das Unternehmen langfristig zu steigern. Die Autorin erläutert praxisnah und pragmatisch, wie Sie sich Schritt für Schritt an Ihre Datenbasis heranwagen können und so Ihre Kunden von Analyse zu Analyse besser verstehen lernen. In Teil I erhalten Sie einen Überblick über die verschiedenen Daten, die im Unternehmen potenziell vorliegen, und erfahren, wann es sinnvoll ist, weitere Daten über Ihre Kunden zu erheben. In Teil II erfahren Sie, wie man durch strukturierte Datenanalyse und mittels der richtigen Thesen in kurzer Zeit aus der einen Kundengesamtheit einzelne sinnvolle Kundensegmente identifiziert, die ähnliche Kaufverhaltensweisen und Bedürfnisse aufweisen. Es werden außerdem sämtliche Analysen behandelt, die den Status Quo Ihres Unternehmens aus CRM-Sicht darstellen und Ihnen damit die für Sie entscheidenden Handlungsempfehlungen aufzeigen. Konkret geht es u.a. um Kohorten- und Sortimentsanalysen, die Bewertung und Berechnung der Kundenqualität sowie das Churn Management. In Teil III erläutert die Autorin, wie Sie für die jeweiligen Kundensegmente die richtigen Maßnahmen und Kampagnen ableiten und durch effektives Testing kontinuierlich verbessern. Sie erfahren, wie Sie die identifizierten Kundengruppen durch intelligentes E-Mail-Marketing individuell ansprechen, um so den Wert jeder Gruppe gezielt zu steigern. Dabei geht es unter anderem darum, Kunden zu aktivieren bzw. zu reaktivieren, ihre Abwanderung zu verhindern und Weiterempfehlungen zu fördern. In Teil IV geht die Autorin darauf ein, worauf es im CRM-Alltag ankommt. Sie beschreibt die richtige Herangehensweise für eine erfolgreiche Umsetzung des CRMs im Unternehmen, macht auf die größten Fehler aufmerksam, die es zu vermeiden gilt, und gibt einen Überblick über notwendige personelle Ressourcen. Mit diesem Buch haben Sie einen praxisnahen Leitfaden an der Hand, um ein effektives CRM in Ihrem Unternehmen einzuführen und auszubauen. Aus dem Inhalt: Teil I: Einführung - Bestandsaufnahme der verfügbaren Daten - Kundenverhalten 3.0 - Möglichkeiten der Datenerhebung - Voraussetzungen für einen effizienten E-Mail-Versand im CRM Teil II: Daten analysieren - Kundengruppen identifizieren - Kundenbindung, -rentabilität, -lebenszeit und Sortimentsstruktur untersuchen - Kohortenanalysen - Berechnung der Kundenqualität: RFM-Score, Margenbetrachtung, Customer Lifetime Value - Cross Analytics - Churn Management - Online-Umfragen Teil III: Maßnahmen ableiten - CRM-Roadmap - Prioritäten festlegen - Hilfestellungen zum effizienten Testen - Intelligentes E-Mail-Marketing für die jeweiligen Kundengruppen - Kunden (re-)aktivieren und (aktiv) halten - Gutscheine effektiv einsetzen - Weiterempfehlungen fördern - Von Online zu Print Teil IV: Voraussetzungen und Ausblick - Die richtige Herangehens-weise ans Thema CRM - Vermeiden der größten Fehler - Überblick über notwendige personelle Ressourcen - CRM-Zukunft
This volume presents the revised and peer reviewed contributions of the "ERP Future 2012" conference held in Salzburg/Austria on November 11th - 12th, 2012. The conference is a platform for research in ERP systems and closely related topics like business processes, business intelligence, and enterprise information systems in general. To master the challenges of ERP comprehensively, the ERP Future 2012 Research conference accepted contributions both with a business focus as well as with an IT focus to consider enterprise resource planning from various viewpoints. This combination of business and IT aspects is a unique characteristic of the conference and of this volume that resulted in valuable contributions with high practical impact.
This book gives unique insights into the Supply Chain Event Management (SCEM) of world-leading companies. Aims, methods, instruments as well as resources and budgets in SCEM are discussed. The book offers real case studies from Top 100 companies. The reader will gain a strong understanding of the way to deal with problems along the supply chain and how to avoid them. SCEM allows timelines to be met with decreased cost and risks.
Media and Convergence Management
Author: Sandra Diehl, Matthias Karmasin
Publisher: Springer Science & Business Media
Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to describe the merging of formerly distinct functions, markets and fields of application, which has changed the way companies operate and consumers perceive and process media content. These transformations have not only led business practices to change and required companies to adapt to new conditions, they also continue to have a lasting impact on research in this area. This book’s main purpose is to shed some light on crucial phenomena of media and convergence management, while also addressing more specific issues brought about by innovations related to media, technologies, industries, business models, consumer behavior and content management. This book gathers insights from renowned academic researchers and pursues a highly interdisciplinary approach. It will serve as a valuable reference guide for students, practitioners and researchers interested in media convergence processes.
Author: Mario Fischer
Publisher: Laxmi Publications, Ltd.
New Online Retailing
Author: Gerrit Heinemann, Christoph Schwarzl
Publisher: Springer Science & Business Media
The authors describe in detail what makes today’s online retailing different and provide 8 central success factors for the new generation of Internet sales. Based on internationally recognized best practices, it becomes obvious what makes online retailers successful. The authors pull together “lessons learned” from the last 10 years, and give readers a tour of the future of online selling.
This book presents marketing and business processes as an integral part of the St. Gallen Management Model. It provides a tight introduction into the field of marketing and puts the added value in the center of a market-oriented management approach. The book addresses relevant topics such as market analysis, marketing planning, marketing strategy, positioning, application of marketing tools, product design, price, distribution and communication policy, service provision, innovation and controlling processes. This book aims at students in the first year as well as at practitioners who wants to obtain a quick overview of this field.
Production theory and the theory of cost both belong to the central areas of business administration, for all considerations concerning the economic organization of industrial manufacturing processes start from these. Two developments in the past 30 years have had a considerable influence on the structure and the concentration on points of emphasis in this book. I am referring to findings from KOOPMANS' activity analysis and to the formulation by GUTENBERG of a production function concept that focuses on industrial production processes. Activity analysis has made it possible to develop, from a uniform approach, different types of production functions which describe the concrete principles of production in the productive sector of a business enterprise; this has created a common basis for all production concepts in business administration. The Gutenberg Production Function with its different kinds of adjustment to a changing output has opened up a flexibility to theoretical and practical considerations that gave rise to a large number of additional studies in this area. Considerations in cost theory were in particular need of considerable extensions in the direction of cost minimal combined adjustment processes. By means of the organization of its contents, this book will take both approaches into due account. In that way, it is vastly different from other books dealing with the same subject. As a matter of course, traditional analytical methods and ways of thinking also constitute a large part of the book.
Using Continuous Delivery, you can bring software into production more rapidly, with greater reliability. A Practical Guide to Continuous Delivery is a 100% practical guide to building Continuous Delivery pipelines that automate rollouts, improve reproducibility, and dramatically reduce risk. Eberhard Wolff introduces a proven Continuous Delivery technology stack, including Docker, Chef, Vagrant, Jenkins, Graphite, the ELK stack, JBehave, and Gatling. He guides you through applying these technologies throughout build, continuous integration, load testing, acceptance testing, and monitoring. Wolff’s start-to-finish example projects offer the basis for your own experimentation, pilot programs, and full-fledged deployments. A Practical Guide to Continuous Delivery is for everyone who wants to introduce Continuous Delivery, with or without DevOps. For managers, it introduces core processes, requirements, benefits, and technical consequences. Developers, administrators, and architects will gain essential skills for implementing and managing pipelines, and for integrating Continuous Delivery smoothly into software architectures and IT organizations. Understand the problems that Continuous Delivery solves, and how it solves them Establish an infrastructure for maximum software automation Leverage virtualization and Platform as a Service (PAAS) cloud solutions Implement build automation and continuous integration with Gradle, Maven, and Jenkins Perform static code reviews with SonarQube and repositories to store build artifacts Establish automated GUI and textual acceptance testing with behavior-driven design Ensure appropriate performance via capacity testing Check new features and problems with exploratory testing Minimize risk throughout automated production software rollouts Gather and analyze metrics and logs with Elasticsearch, Logstash, Kibana (ELK), and Graphite Manage the introduction of Continuous Delivery into your enterprise Architect software to facilitate Continuous Delivery of new capabilities
Author: Uché Okonkwo
This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.
Social Media: The Good, the Bad, and the Ugly
Author: Yogesh K. Dwivedi, Matti Mäntymäki, Mayasandra-Nagaraja Ravishankar, Marijn Janssen, Marc Clement, Emma L. Slade, Nripendra P. Rana, Salah Al-Sharhan, Antonis C. Simintiras
This book constitutes the refereed conference proceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2016, held in Swansea, UK, in September 2016 The 47 full and 17 short papers presented were carefully reviewed and selected from 90 submissions. They are organized in the following topical sections: social media strategy and digital business; digital marketing and customer relationship management; adoption and diffusion; information sharing on social media; impression, trust, and risk management; data acquisition, management and analytics; e-government and civic engagement; e-society and online communities.
In the United States, hospitals annually report over 5 million cases of infectious-disease-related illnesses: clinical microbiology laboratories in these hospitals are engaged in detecting and identifying the pathogenic microorganisms in clinical specimens collected from these patients with suspected infections. Clearly, the timely and accurate detection/identification of these microbial pathogens is critical for patient treatment decisions and outcomes for millions of patients each year. Despite an appreciation that the outcome of an infectious-disease-related illness is directly related to the time required to detect and identify a microbial pathogen, clinical microbiology laboratories in the United States as well as worldwide have long been hampered by traditional culture-based assays, which may require prolonged incubation time for slowly growing microorganisms such as Mycobacterium tuberculosis. Moreover, traditional culture-based assays often require multiple steps with additional time needed for discernment of species and/or detection of antimicrobial resistance. Finally, these traditional, slow multistep culture-based assays are labor-intensive and required skilled clinical microbiologists at the bench. Over the past several decades, advanced molecular techniques in diagnostic microbiology quietly have been revolutionizing the practice of clinical microbiology in the hospital setting. Indeed, molecular diagnostic testing in general and nucleic-acid-based amplification methods in particular have been heralded as diagnostic tools for the new millennium. There is no question that the development of rapid molecular techniques for nucleic acid amplification/characterization combined with automation and user-friendly software has greatly broadened the diagnostic capabilities of the clinical microbiology laboratory. These technical advances in molecular microbiology over the first decade of the 21st Century have profoundly influenced the physical structure of clinical microbiology laboratories as well as their staffing patterns, workflow, and turnaround time. These molecular microbiology advances have also resulted in the need for a revised and updated second edition of Advanced Techniques in Diagnostic Microbiology. This second edition again provides an updated and comprehensive description of the ongoing evolution of molecular methods for the diagnosis of infectious diseases. In addition, many new chapters have been added, including a chapter on the clinical interpretation and relevance of advanced technique results. The second edition, like the first edition, includes both a “techniques” section describing the latest molecular techniques and an “applications” section describing how these advanced molecular techniques are being used in the clinical setting. Finally, the second edition, like the first edition, utilizes a diverse team of authors who have compiled chapters that provide the reader with comprehensive and useable information on advanced molecular microbiology techniques.
The Blessing Legacy
Author: Odile Koudou
Publisher: Xulon Press
The Blessing Legacy A Memoir of Africa, a Father's Faith, and a Destiny Fulfilled "I speak of a true story, my living testimony..." So begin the words of The Blessing Legacy: A Memoir of Africa, a Father's Faith, and a Destiny Fulfilled, the tale of a young woman raised in poverty in Ivory Coast, but bolstered by a father whose faith taught her to dream big and never say "never." Odile Koudou invites us to walk the village paths where she was raised, experience the sights, sounds, and real nature of Africa, and relive the story of a remarkable man who inspired her to become more than she ever dreamed she could be. With his words whispering in her spirit, she rose from her humble beginnings to a position of honor and wealth in America, married into a prominent family, and now uses her "blessing" to enrich the lives of others. Through her example, anyone raised in poverty will see that it is possible to "reverse the curse" and lead a life of extraordinary excellence. Odile Koudou has several years of experience in the banking industries. She has worked as a stockbroker, bank manager, and mortgage banker, and currently she is a real estate investor. She and her husband are blessed with two wonderful daughters, Cynthia and Leslie.
Author: Pierre Mora
This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.
Information technology has changed how businesses operate and succeed in today's global economy. Organizations can now use IT to transform themselves and achieve a tremendous competitive advantage. Information Technology for Management: Transforming Organizations in the Digital Economy, Seventh Edition highlights how this new technology is changing the current business environment and what effect it has on today's students. The text addresses the major principles of MIS in order to prepare managers to understand the role of information technology in the digital economy. Revised and updated for a junior or senior level MIS or MBA course, this title will give students what they need to succeed in the emerging digital economy.