How brand marketing has evolved
     
       1950 - 2000 Brands built by mass advertising
     
       1985 - 2000 Database Marketing arrived, but 
       not integrated with mass advertising.
     
       1996 - 2000 The Internet arrived, but not 
       integrated with DBM or mass advertising
     
       2001 BMW brings them all together
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    BMW Buyers Not Necessarily Driven by 
    Price
    BMW customers want:
       A realization of the brand promise
           Performance, safety, technology, innovation
       Recognition
       Service
       Information
       Convenience
       Helpfulness
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    How BMW Buyers Make Purchase Decisions
             Personal Profit from Purchase =
                    a  (usefulness of product)
                  +b  (perceived brand value)
                -   c  (money cost)
                -  d   (time or inconvenience)
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    Two kinds of database marketing people
    Constructors
          People who build databases
          Merge/Purge, Hardware, Software
    Creators
           People who understand strategy
           Build loyalty and repeat sales
    You need both kinds!
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    Situation Analysis
    
      In 2000, BMW built a robust customer and 
      prospect database designed to:
       Provide a comprehensive view of the automotive and 
         financial services BMW customer
       Deliver short term, incremental revenue through 
         opportunistic marketing programs
       Increase customer loyalty through understanding and 
         ability to deliver relevant, timely communication
       Secure BMW’s place in its customers’ lives by 
         identifying which households are good targets for 
         additional BMW purchases 
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