Easy Definitions for Words & Terms You're Not Sure About.
Beanstalk Data gratefully acknowledges the following list of Variable Data Publishing (VDP) terminology, provided by PODi.
- Campaign Management Software
- A tool that facilitates marketing automation by coordinating the segmentation of the customer database and the development of offers. It links data analysis with program execution.
- Contact History
- A record of the interaction a company has had with the customer over time and the outcomes of those interactions.
- Customer Relationship Management (CRM)
-
- The overall process of marketing, sales, and service within any organization
- The practice of identifying, acquiring and retaining the best customers to produce profitable growth.
- A dialogue with customers consisting of sequenced messages timed to individual needs and opportunity. (Also known as Continuous Relationship Marketing, Relationship Management or Relationship Marketing)
- Database Marketing
- The use of customer profiles contained in a database to market to customers.
- Direct Marketing
- A direct communication to a customer or business that is designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business. (Also called Direct Response Advertising)
- Lifetime Value ("LTV") of Customer
- Viewing the value of a customer in terms of how much product or service he will purchase during his lifetime, not just on the current transaction. By focusing on LTV, a marketer gets a much more realistic picture of the value of keeping customers loyal.
- Marketing Automation
- Automating the business processes involved in marketing: campaign definition, creation, and execution; market segmentation and targeting; collecting and analyzing response, and feeding back the response into the system.
- One-to-One Marketing
- Marketing process through which a business identifies its individual customers, differentiates among those individuals, interacts with customers and records responses, and customizes communications for individual consumers. Popularized by Don Peppers and Martha Rogers, Ph.D., in their series of “One To One” marketing books.
- Personalization
- Customizing a document by varying the text, graphics and layout to meet the needs of an individual consumer. (Also known as Customization)
- Sales Force Automation
- Automating the business processes involved in sales such as contact management, information delivery, and proposal configuration. Note: in 1998, the industry Sales Force Automation Association renamed itself CRMA: Customer Relationship Management Association. This reflects a trend that’s important to the VDP industry: marketers are increasingly recognizing the importance of managing the entire customer relationship over a lifetime, not just through a single sales process, and CRM requires frequent communication, which often uses VDP.