- e-CRM 관점에서 본 이메일 시스템의 고객분석 및 활용에 관한 연구
- ㆍ 저자명
- 김연정,Kim. Yeon-Jeong
- ㆍ 간행물명
- 기술혁신학회지
- ㆍ 권/호정보
- 2004년|7권 3호|pp.681-709 (29 pages)
- ㆍ 발행정보
- 한국기술혁신학회
- ㆍ 파일정보
- 정기간행물| PDF텍스트
- ㆍ 주제분야
- 기타
The purpose of this study is to classify customers by e-mail responsiveness on time-series analysis and testify the effectiveness of grouping by ROI analysis. Response recency, response frequency and Activity(RFA) of e-mailing systems are adapted for Customer segmentations. ROI analysis are consisted of open, click-through, duration time, personalization, conversion rate and email loyalty index of email systems. Major findings are as follows: RFA analysis is used for customer segmentations that is fundamental process of e-CRM applications. Customers can be grouped into loyal customers, odds customers, dormant customers, secession customers, and observation customers by RFA grouping. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mail systems were appropriate methods to group the customer with demographic variables. Therefore, effective e-mail marketing strategy of e-Biz should have suitable active DB and Behavior targeting is best approach to enforce the target e-mail marketing.