Instructor’s Manual
Digital Marketing
Eighth edition
Dave Chaffey
Fiona Ellis-Chadwick
Part 1: Chapter 6-10
Part 2: Chapter 1-5
, CHAPTER 6
Data-driven relationship marketing using digital
platforms
One sentence overview
Building long-term relationships with customers is essential for any business and this chapter
explores techniques for achieving relationship marketing using data-driven marketing techniques.
Notes on using slides for the sixth chapter in lectures – lesson plan
1. Learning objectives (Slides 6.2 and 6.3). Recommended that students are reminded
about the complexity of lifecycle marketing (Figure 2.1 or similar Figures 6.2 or 6.15)
and how marketing automation based on insight about customer interactions and profiles
can help manage this complexity. This is typically rules-based, but AI and machine
learning can reduce this. Both require the overall lifecycle to be considered.
Learning objectives and topics
• Assess the relevance and alternative approaches for using digital platforms for customer
relationship management by encouraging interactions through social media, mobile
messaging and email marketing
- Introduction
- Concepts of data-driven customer relationship marketing
- Customer lifecycle management strategy
• Evaluate the potential of data-driven marketing, artificial intelligence and ‘Big Data’
using digital technology and marketing automation to deliver more relevant interactions
and encourage customer loyalty
- Data-driven marketing techniques
- Applying artificial intelligence and Big Data to support data-driven marketing
- Using data analysis and targeting techniques to increase customer loyalty and
value
72
© 2022 Pearson Education Limited. All Rights Reserved.
, Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8e, Instructor’s Manual
• Assess how to integrate social and mobile interactions to develop social CRM
capabilities
- Using social media to improve customer loyalty and advocacy
2. Channels supporting customer engagement (Slide 6.4, Figure 6.1). Explains the
devices and media used to deliver messaging (Relate back to 7Ds).
3. Benefits of using CRM (Slide 6.5). Ask the students about the benefits of CRM or
marketing automation.
4. CRM technologies and data management (Slide 6.6). Consider different data types to
harness.
5. The goals of marketing automation (Slide 6.7). This quote from Dave Chaffey is
another way of explaining the benefits of data-driven digital communications.
6. Concepts of data-driven customer engagement (Slides 6.8 and 6.9). Covers marketing
automation and sales force automation.
7. Email marketing opportunities (Slide 6.10, Figure 6.2). Despite the popularity of
social media across all age groups, especially the younger age groups, email marketing
is a more effective direct sales driver (see, for example Figure 9.1). This figure shows
how automation can be used to schedule many types of email for lifecycle marketing
(Figure 6.15) explores social media marketing.
8. Customer lifecycle management strategy (Figure 6.3). Another introductory slide
related to strategic communications objectives.
9. Permission marketing (Slide 6.12). Explains the concept via the ‘dating the customer’
idea of Seth Godin.
10. Permission marketing example (Slide 6.13, Figure 6.4). This is a classic approach
seen on many retail sites – ask students for examples where there is a discount off first-
time purchase.
11. ‘E-permission marketing principles’ (Slide 6.14). Additional practical guidelines from
Dave Chaffey to implement permission marketing.
12. Touchpoint options for achieving permission (Slide 6.15, Figure 6.5). Different
touchpoints for achieving ‘opt-in’. Can refer to legal requirement for this detailed in data
protection and privacy section in Chapter 3.
13. Lead scoring and lead grading (Slide 6.16, Figure 6.6). A common approach to
evaluating the future potential of prospects using marketing automation.
14. Automated contact strategy example (Slide 6.17, Figure 6.7). Achieved through email
marketing, similar to Figure 6.2, but applied to retail.
73
© 2022 Pearson Education Limited. All Rights Reserved.
, Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8e, Instructor’s Manual
15. An automated email sequence (Slide 6.18, Table 6.1). This is a method for planning
contact strategies to achieve communications goals. Could be used in assignments
focusing on a company example.
16. Targeting options to increase relevance (Slide 6.19, Figure 6.8). Ask students about
the implications of the pyramid for data usage for targeting.
17. AI options (Figure 6.20, Figure 6.10). Presented in relation to the RACE lifecycle
(Similar to Figure 6.2)
18. Satisfaction and loyalty drivers (Slide 6.21, Figure 6.11). Reviews what needs to be
considered when aiming to improve customer satisfaction and loyalty.
19. Different levels of engagement, e.g. for online banking (Slide 6.22, Figure 6.12). A
visual way of explaining engagement through time for a single person. Can be shown
for different time periods (hurdle rates).
20. Cohort analysis example (Slide 6.23, Table 6.3). A more advanced technique. Ask
students which month is most concerning and why? (March since highest churn).
21. Lifetime value segmentation (Slide 6.24, Figure 6.13). A more advanced technique for
considering which audiences should be targeted to maximise value.
22. Lifetime value (Slide 6.25, Table 6.4). A more fundamental technique than previous
two to review value of cohort, but advanced.
23. RFM Analysis (Slide 6.26, Figure 6.14). Another advanced technique mainly relevant
to retail, although RF analysis can be used for any form of digital interaction.
24. Social media touchpoint opportunities (Slide 6.27, Figure 6.15). A summary of how
social media marketing techniques can be used across the customer lifecycle.
25. Social media activities requiring management (Slide 6.28). Five common strategic
activities beyond ‘social sharing’.
26. Using social media to improve customer loyalty and advocacy (Slide 6.29, Figure
6.16). Showing how social media can extend beyond marketing into other business
functions.
27. Buffer case study (Slides 6.30 and 6.31).
28. Summary of strategic CRM activities (Slide 6.32).
74
© 2022 Pearson Education Limited. All Rights Reserved.
Digital Marketing
Eighth edition
Dave Chaffey
Fiona Ellis-Chadwick
Part 1: Chapter 6-10
Part 2: Chapter 1-5
, CHAPTER 6
Data-driven relationship marketing using digital
platforms
One sentence overview
Building long-term relationships with customers is essential for any business and this chapter
explores techniques for achieving relationship marketing using data-driven marketing techniques.
Notes on using slides for the sixth chapter in lectures – lesson plan
1. Learning objectives (Slides 6.2 and 6.3). Recommended that students are reminded
about the complexity of lifecycle marketing (Figure 2.1 or similar Figures 6.2 or 6.15)
and how marketing automation based on insight about customer interactions and profiles
can help manage this complexity. This is typically rules-based, but AI and machine
learning can reduce this. Both require the overall lifecycle to be considered.
Learning objectives and topics
• Assess the relevance and alternative approaches for using digital platforms for customer
relationship management by encouraging interactions through social media, mobile
messaging and email marketing
- Introduction
- Concepts of data-driven customer relationship marketing
- Customer lifecycle management strategy
• Evaluate the potential of data-driven marketing, artificial intelligence and ‘Big Data’
using digital technology and marketing automation to deliver more relevant interactions
and encourage customer loyalty
- Data-driven marketing techniques
- Applying artificial intelligence and Big Data to support data-driven marketing
- Using data analysis and targeting techniques to increase customer loyalty and
value
72
© 2022 Pearson Education Limited. All Rights Reserved.
, Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8e, Instructor’s Manual
• Assess how to integrate social and mobile interactions to develop social CRM
capabilities
- Using social media to improve customer loyalty and advocacy
2. Channels supporting customer engagement (Slide 6.4, Figure 6.1). Explains the
devices and media used to deliver messaging (Relate back to 7Ds).
3. Benefits of using CRM (Slide 6.5). Ask the students about the benefits of CRM or
marketing automation.
4. CRM technologies and data management (Slide 6.6). Consider different data types to
harness.
5. The goals of marketing automation (Slide 6.7). This quote from Dave Chaffey is
another way of explaining the benefits of data-driven digital communications.
6. Concepts of data-driven customer engagement (Slides 6.8 and 6.9). Covers marketing
automation and sales force automation.
7. Email marketing opportunities (Slide 6.10, Figure 6.2). Despite the popularity of
social media across all age groups, especially the younger age groups, email marketing
is a more effective direct sales driver (see, for example Figure 9.1). This figure shows
how automation can be used to schedule many types of email for lifecycle marketing
(Figure 6.15) explores social media marketing.
8. Customer lifecycle management strategy (Figure 6.3). Another introductory slide
related to strategic communications objectives.
9. Permission marketing (Slide 6.12). Explains the concept via the ‘dating the customer’
idea of Seth Godin.
10. Permission marketing example (Slide 6.13, Figure 6.4). This is a classic approach
seen on many retail sites – ask students for examples where there is a discount off first-
time purchase.
11. ‘E-permission marketing principles’ (Slide 6.14). Additional practical guidelines from
Dave Chaffey to implement permission marketing.
12. Touchpoint options for achieving permission (Slide 6.15, Figure 6.5). Different
touchpoints for achieving ‘opt-in’. Can refer to legal requirement for this detailed in data
protection and privacy section in Chapter 3.
13. Lead scoring and lead grading (Slide 6.16, Figure 6.6). A common approach to
evaluating the future potential of prospects using marketing automation.
14. Automated contact strategy example (Slide 6.17, Figure 6.7). Achieved through email
marketing, similar to Figure 6.2, but applied to retail.
73
© 2022 Pearson Education Limited. All Rights Reserved.
, Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8e, Instructor’s Manual
15. An automated email sequence (Slide 6.18, Table 6.1). This is a method for planning
contact strategies to achieve communications goals. Could be used in assignments
focusing on a company example.
16. Targeting options to increase relevance (Slide 6.19, Figure 6.8). Ask students about
the implications of the pyramid for data usage for targeting.
17. AI options (Figure 6.20, Figure 6.10). Presented in relation to the RACE lifecycle
(Similar to Figure 6.2)
18. Satisfaction and loyalty drivers (Slide 6.21, Figure 6.11). Reviews what needs to be
considered when aiming to improve customer satisfaction and loyalty.
19. Different levels of engagement, e.g. for online banking (Slide 6.22, Figure 6.12). A
visual way of explaining engagement through time for a single person. Can be shown
for different time periods (hurdle rates).
20. Cohort analysis example (Slide 6.23, Table 6.3). A more advanced technique. Ask
students which month is most concerning and why? (March since highest churn).
21. Lifetime value segmentation (Slide 6.24, Figure 6.13). A more advanced technique for
considering which audiences should be targeted to maximise value.
22. Lifetime value (Slide 6.25, Table 6.4). A more fundamental technique than previous
two to review value of cohort, but advanced.
23. RFM Analysis (Slide 6.26, Figure 6.14). Another advanced technique mainly relevant
to retail, although RF analysis can be used for any form of digital interaction.
24. Social media touchpoint opportunities (Slide 6.27, Figure 6.15). A summary of how
social media marketing techniques can be used across the customer lifecycle.
25. Social media activities requiring management (Slide 6.28). Five common strategic
activities beyond ‘social sharing’.
26. Using social media to improve customer loyalty and advocacy (Slide 6.29, Figure
6.16). Showing how social media can extend beyond marketing into other business
functions.
27. Buffer case study (Slides 6.30 and 6.31).
28. Summary of strategic CRM activities (Slide 6.32).
74
© 2022 Pearson Education Limited. All Rights Reserved.
