March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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8.1
買い続けるための「仕組み」とは？
今の
EC
ビジネスで求められる
CRM
と は？
今の
EC
ビジネスを成功させるためには、新規の顧客をただ獲得するだけ
でなく、
CRM
（
Customer Relationship Management
）
活動を積極的
に行い、
中長期的な関係をきちんと構築することで、顧客一人当たりの
LTV
（
Life Time Value
）
を 高 め ていく必 要 が あります 。
しかし第
1
章で述 べた通り、
EC
の
CRM
活動＝
「
ユーザーにものを買わせ
続ける活動
」
という目線だけになってしまうと、なかなか
LTV
は向上していき
ません。
この章では、
CRM
活動の基本的な考え方と求められる仕組みづくり、そ
れらを実 現する
「
コマ ースクリエイティブ
」
という考え方について深掘りしてい
きます。
CRM
を行うための土台づくりを行う
EC
ビジネスで
CRM
活動を行うために、やらなくてはいけないことが二つあ
ります 。 一 つ 目 は
「
顧客の理解
」
、二つ目は
「
基本的な環境整備
」
です。順
を追
ってご説 明します。
「 顧客の理解」～定量・定性でのアプローチ～
一つ目の
「
顧客の理解
」
について説明します。まず、自社で獲得した新規
顧客がどのようなユーザーで何を求めているのかを、定量・定性の両面から
きちんと把握していく必要があります。
そのためには顧客データを整理し、性年代や購入回数ごとに区切
って分
析できる状態を整えておく必要があります。
172
第
3
部
生活者視点の戦術立案
chap08_EC.indd 172chap08_EC.indd ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.