Both on the single raw material build use sometimes similar assessment tools such as scoring systems marketing information system and knowledge balance, which can reproduce even from repeated use. The largest common intersection should be to find that marketing controlling as well as the intellectual capital as an essential core element of intellectual focus align reinforced on qualitative, i.e. so-called “soft” factors of success. Sometimes both similar instruments use marketing information system and knowledge balance: can, for example, both monetary and non-monetary size of the customer relationship in a scoring model award will be judged by points which are then summed up to a customers score total will be. Use the RFMR method (recency frequency monetary ratio) the customers are first classified according to the trait purchase behavior. Starting from a base value customers with purchases of just past points, credited customers with long time past purchases (Recency), however, get a point deduction. Customers with multiple orders within a period will receive more points than even buyers (frequency). Buyer with a higher order value will also receive more points (monetary ratio), while costs the customer relationship such as E.g.
shipping catalogs or merchandise redemption with a trigger be evaluated. Detailed information at Becker, Jorg see related concepts for a balance of knowledge: intellectual capital report with customer barometer, ISBN 9783837051773. Hardly anywhere else, you will find similarly high profit potential in comparison to which the expansion of the business with their customers. In addition to the potentials of the existing customer base, especially for the money versus customer acquisition to customer retention plays a role. Marketing controlling and intellectual capital are among the individual characteristics of a company. At first glance, seem both drivers for the market success with each other only have little to do. Despite this first impression a wealth between them but dynamic effect relationships.
See, e.g. accompanying concept of Becker, Jorg: marketing controlling and intellectual capital, ISBN 783837071320. With a knowledge-driven controlling the company the totality of all potential customers meet systematically, their properties and characteristics, their needs, habits, and their wishes. With this knowledge, strategic marketing decisions can be targeted and cost-effective meeting., i.e. the customer value better control. The management can be supported by applications such as market potential analyses, market penetration analysis, site reviews, sales territory optimization and the determination of sales territory coverage. Jorg Becker