| Customer relationship management is the management philosophy that is produced with the deepening of market economy and the development of marketing ideas. With the development of global economic integration, goods and services are becoming more and more homogeneous, the competition between enterprises is increasing, more and more enterprises realize the importance of customer relationship management in enterprise business activities. With the rapid development and wide application of computer and information technology, database marketing is the new marketing mode based on data mining and customer segmentation, providing the powerful support for the enterprise to realize the customer relationship management and database marketing has become adopted as a new management tool by many of today's enterprises, playing a key role in improving the core competitiveness of enterprises.How to judge the effectiveness of the database marketing campaign is the key to the enterprise media marketing activities. The enterprises' decision makers'are interested in some aspects of the media mixed campaign, including:(1) Whether the influence of the various kinds of marketing activities on the enterprise's sales increase is significant; (2) The contribution of the enterprise marketing activities for the enterprise sales, donated by ROI; (3) During the process of all kinds of marketing mixed activities in the enterprise, whether the effects of all kinds of marketing activities for different customer groups have significant difference. Based on these results, enterprises' decision makers can adjust the mixed media of marketing strategy and reduce the cost, to explore the target customer groups and to expand the market and increase the income of the enterprise. The MMO method, namely media mixed optimization method, which is the measure of all kinds of marketing activities to generate ROI, put forward feasible solution to the enterprise marketing strategy, adjusting the budget allocation for media mixed activities, to make the enterprise more revenue.In this paper, for the A pharmaceutical company in 2014-2015 annual sales data and the data of media mixed activities in 2015, the author carry out modeling and analysis in the hospital level and individual doctor level respectively. Based on longitudinal data of the mixed linear model theory, the author established multilevel model for longitudinal data of sales and all kinds of marketing activities on individual hospitals. According to the estimated results of the model, the author predicted each kind of marketing sales generated by the estimated value, combining with various ways of marketing costs, calculated the ROI of the various ways. For data analysis of individual doctors' dose level, based on the theory of repeated measurements of longitudinal data, the author established the single factor dummy variable covariance model, analysed the effects of all kinds of marketing activities to the doctors' dose.The conclusions of modeling analysis in the paper:(1) Compared to general linear model OLS estimation, the data fitting of multilevel model is better; (2) By calculating intraclass correlation coefficient (ICC), the author found that 85.06% difference of the sales data is derived from the differences between individual hospitals; (3) Based on the ROI value from high to low, E Detail has the highest return on investment; (4) All 6 kinds of marketing activities of A pharmaceutical company in 2015 has significant effect for individual physicians prescribing, and compared with the doctors' dose in 2014. the effect of all the 6 kinds of marketing activities will bring 6.6% lift for every doctor's dose.In this paper, the author introduced the model theory of longitudinal data, and established a suitable model for the attribution of multi-channel mixed media marketing activities to the sales. These methods in the paper will have a certain reference value for the similar judgment about the marketing activities'performance in other industries and other company. |
PDF Full Text Request