Marketing intelligence involves gathering and analyzing everyday information from various sources about a company's markets to support accurate decision-making regarding market opportunities, penetration strategies, and development metrics. Relational marketing aims to build long-term, mutually satisfying relationships with key stakeholders like customers to earn and retain their business. It focuses on acquisition, retention, and cross-selling/up-selling current customers. Relational marketing strategies utilize various components and analyze networks, while sales force management and techniques like market basket analysis and web mining are employed.

1. OMega TechEd
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Relational Marketing

2. BUSINESS INTELLIGENCE
Marketing Models
Mrs. Megha Sharma
M.Sc. Computer Science, B.Ed.
Relational Marketing Model

3. Marketing Intelligence
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Marketing intelligence (MI) is the
everyday information relevant to a
company's markets, gathered and
analyzed specifically for the purpose of
accurate and confident decision-making
in determining market opportunity,
market penetration strategy,
and market development metrics.
MI
Customers
Sales
Force
Books
Newspaper
Internet
Suppliers

4. Relational Marketing
“Attracting maintaining and enhancing customer relationship”
- Berry1983
Objectives
Relationship marketing has the aim to
building mutually satisfying long term
relationship with key parties in order to
earn and retain their business.
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5. Components of Relational Marketing Strategy
Strategy
Processes
Technology
Business
Intelligence
and Data
Mining
Organization
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Relational
Marketing

6. Network of Relationships involved in
Relational Marketing
Customers
Dealers Salesforce
Suppliers
Competitors
Employees Company

7. Task of Relational Marketing
Acquisition
Retention
Cross-selling
and Up-
selling
Acquisition of new customers also represents a critical factor for
growth. It requires the Identification of new prospects.
It focuses on bringing back customers who have
already done business with a brand and keeping
customers who are already connected to a brand.
They both focus on providing
additional value to customers instead
of limiting them to already
encountered product.
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8. Cross-selling and up-
selling
Cross-selling occurs when
you sell customers offerings that complement
or supplement the purchases they've already
made.
Upselling occurs when you increase a
customer's value by encouraging them to add
on services or purchase a more expensive
model.
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9. Market Basket Analysis
Web Mining
In market basket analysis (also called association
analysis or frequent itemset mining), you analyze
purchases that commonly happen together.
E.g. people who buy shampoo might also buy
conditioner.
The web is a critical channel for the communication
and promotion of company image. Hence it is
natural to use web mining methods in order to
analyse data on the activities carried out by the
visitors to a website.
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10. Sales Force Management
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Sales force is an information system used in CRM marketing and management
that helps automates some sales and sales force management functions.
Identifying
Business Needs
Wholesaler
Manufacturer Suppliers
Retailer
Actual Customer
Transaction of money and
transfer of information

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