Marketing Principle #3 All Competitors React  Managing Relationship-based Sustainable Competitive Advantage Agenda

Multivariate Regression Analysis Example
DAT 7.1
Example

Variable	Coefficient Capturing Weight of Intervention	p-Value for Statistical Significance
Social RM Efforts	1.26	0.03
Structural RM Efforts	0.20	0.89
Financial RM Efforts	2.50	0.01
Buyer Firm Location (East Coast)	0.80	0.02
Buyer Firm Number of Employees	1.10	0.03
Buyer Firm Industry (Corporate)	0.08	0.41

RM Program Audit/Design Process (same process for any BOR program)

• Determine AER objective(s) for targeted persona(s) using CLV
• Collect and analyze data to identify effective RM strategies
• Evaluate past programs using choice models, natural experiments, etc.
• Qualitative interviews and/or surveys personas
• Qualitative interviews within exemplar boundary spanners
• Benchmark competitors and/or best in class
• Design RM/loyalty program
• Rank reward elements to build gratitude and status with targets and prevent unfairness with bystanders (gifts, interpersonal, specialness, communication, similarity, trust)
• Identify delivery options to magnify effects with targets (visibility, rules, surprise, randomness, timing, control attributions)
• Evaluate effect on portfolio (prevent unintended consequences)
• Estimate ROI of programs
• Perform field experiment to test effectiveness of top few programs versus control group, analyze, and then launch