2. Can impersonal data points really result in meaningful relationships? Explain.
(Zubaidah AbdulRahman # C00281812) Impersonal data points are part of their marketing information sstem! It helps in building and maintaining meaningful relationships b deli"ering #hat readers prefer during a parti$ular publi$ation issuan$e! %he de$isions that &eredith's resear$h is making are based on those data points! %he higher the points are then the higher the s$ores #ill be to draft $ontents that are signifi$ant for their readers #hile maintaining signifi$ant relationships #ith #omen! (ata points are the foundation of &eredith to build $ustomer relationship! Quantitative data) %he sstem $onsists of analti$al and statisti$al parts based on data gathered through sales re$ords and sur"es fed into impersonal data points! It enables deeper kno#ledge #ith impersonal targeting strateg and transforming it into su$$essful and effe$ti"e relationship b &eredith! *or e+ample, there are 8- million $ustomers and ea$h ha"ing .00 data points and ea$h $onsisting of information related to $ustomer, their relati"es and friends! &eredith is able to generate s$ores and numbers for possible highest $ategor, interests and preferen$es! Segmentation) &eredith trul kno#s their $ustomer and the are able to target the segment of their potential $ustomers due to information related to demographi$s, personal fa$ts! Impersonal data points are the ba$kbone for meaningful relationships! *or e+ample, due to impersonal data points that sho# o"erall basi$ information related to people in that parti$ular demographi$ region! Core categories) /ased on #hat the $ustomer interests are &eredith has de"eloped $ore $ategories to meet different needs of $ustomers! *or e+ample, the $ore $ategories are famil, health, home and personal de"elopment! 0ot 1ust one2person #ill be interested in single $ategor but it #ould be $ombination of t#o or more sho#ing positi"e impa$t on $ustomer relationship! %hese $ore $ategories are de$ided based on impersonal data points so most of the $ustomers prefer to read about famil, health, home and personal de"elopment enabling good relationship #ith them! Information gathering) It is influen$ing e"er person based on information gathered! %his gathered information allo#s impersonal data point $reation! *or e+ample, in a parti$ular season, if most of the $ustomers are buing more of health and beaut produ$ts then it is time that health $ore $ategor $omes into pla to maintain meaningful relationship! - 1 - Meredith Company Case Study Analysis Report Compilation of customer information) &eredith's resear$h enables to kno# #hat their $ustomers are shopping, #here and #hen! %he pro$essing of information ensures that personal li"es of $ustomers are tou$hed! *or e+ample, most of the $ustomers are shopping for furniture then that information is $olle$ted to make $ontent for home $ategor! Customer needs and wants) &eredith is offering #hat their $ustomer needs and #ants and it is ensuring loalt of #omen to $ontinue reading their publi$ation for long2term relationship through impersonal data points! Life events) Customers en1o $ustom e+perien$e based on spe$ifi$ life e"ent! Impersonal $hanges are taken into $onsideration and do3ens of life e"ents are studied for $ontent drafting! A$$ordingl, &eredith is able to $ompile not 1ust single life e"ent but number of e"ents gathered from impersonal data points! *or e+ample, the ma1orit #ill be anal3ed su$h as is it more of people getting married, en1oing graduation from $ollege, or $elebrating promotion and $areer gro#th! %he progress of $ustomers in their life and reading about those life e"ents #ill benefit &eredith to maintain signifi$ant relationship #ith their $ustomers! romotion and offers) %his tpe of information attra$ts most of the #omen! %he al#as look for en1oing shopping and doing some sa"ings as #ell! 4hen the get promotion and offers for their preferred produ$ts and ser"i$es during a parti$ular season then the be$ome more satisfied to that parti$ular sour$e of information! *or e+ample, during ba$k to s$hool time, mother #ill look for promotions and offers in books, pen$ils, sharpeners, $olors, et$! &eredith deli"ers promotions and offers during parti$ular time and it builds $onse5uential relationship #ith their potential $ustomers! In order to affirm the abo"e analsis, I ha"e $ondu$ted se$ondar resear$h #hether impersonal data does influen$e in $reating and maintaining meaningful relationships #ith $ustomers and I ha"e found that it is pra$ti$al! %he $on$epts presented in this $ase stud are rele"ant to Customer Relationship &anagement (CR&)! Ami$s, 2001, states that 6CR& is about bringing together $ustomer satisfa$tion, intera$tion and "alue2added b means of targeting $ustomers through use of te$hnolog and building deeper relationships #ith them7! It applies the similar #ith &eredith be$ause the are making use of impersonal data points to $reate and maintain meaningful relationships #ith #omen! - 2 - Meredith Company Case Study Analysis Report !. "hat recommendations would you ma#e to $eredith%s executives? (Zubaidah AbdulRahman # C00281812) I #ould like to re$ommend that &eredith Corporation should e+pand and offer $ustom $ontents for men and $hildren as #ell! 4hen it is about famil then it is not 1ust about #omen but men and $hildren as #ell! &eredith might offer $hildren stuff that #omen are interested to bu but the might be missing #hat father's are buing for $hildren! It is not 1ust that #omen are shopping al#as but men also go for shopping like $ouples or ba$helors! It #ill be an opportunit for &eredith be$ause of similar population rate of males and females in the 89A! %here are brands dedi$ated to females and unise+ but there are also brands dedi$ated to males or $hildren! It #ill be an opportunit for &eredith for ensuring meaningful life for men as #ell! In $hart 1, it sho#s that :;!2 per $ent are males in the 89A, #hi$h is 5uite attra$ti"e per$entage for fo$using on publi$ations for men! 9u$h data points related to interests and preferen$es or #ants and needs of men #ill benefit brands! Chart 1) <er$entage of *emales and &ales <opulation in the 89A (4orld /ank, 201=) - 3 - Meredith Company Case Study Analysis Report &eferences Ami$s! (2001)! Allo#ing Customers to <la) %o#ard Ri$h CR&! Retrie"ed 2- &ar$h 201: from http)>>ritim!$ba!uri!edu>#orking?20papers>Am$is220012hedoni$2"er2 -?-/1?-(!pdf 4orld /ank! (201=)! <opulation, female (? of total)! Retrie"ed 2- &ar$h 201: from http)>>data!#orldbank!org>indi$ator>9<!<@<!%@%A!*B!Z9 - 4 -
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