Knowledge Base - Database Management
Customer data drives business intelligence: Take airlines, for example
In this case study on the airline industry, Pascal Burg of management consultancy Edgar Dunn & Company explains how customer data should drive not only profits but also true business intelligence...
Customer data drives business intelligence: Take airlines, for example
Get your data working for you: 10 steps to increasing the relevance and returns from your marketing
For some time now, industry commentators internationally have been touting ‘relevance marketing’ as the next frontier
Get your data working for you: 10 steps to increasing the relevance and returns from your marketing
Getting It Right For SendRight
This time next year only a few short months will remain before New Zealand Post’s SendRight™ programme comes into effect
Getting It Right For SendRight
Current & Future Trends in Direct Mail Production
With direct marketing expanding into increasingly sophisticated channels, one might be forgiven for thinking that the most traditional form of DM, the direct mail piece, could potentially be squeezed from the marketplace.
Current & Future Trends in Direct Mail Production
Lists that Suck
We’re often fed this line about direct marketing: that something like 60% of response is based on the list selection, 30% by the choice of offer, and 10% is driven by creative. In my experience it’s more or less true, although the mere suggestion of such a “hierarchy” can send some art directors into full-on devil-in-prada mode
Lists that Suck
Is your Data Driving You? Overboard?
Now’s the time to jump ship and learn how to steer your marketing fate using the data tools available to you to look forward for guidance, rather than steer your corporate boat by its wake…..
Is your Data Driving You? Overboard?
NEXUS – Going for Gold
The call for entries for the 2006 RSVP and NEXUS awards will be out in early September, so it’s time to start thinking about your entries.
NEXUS – Going for Gold
Making the Change – How the new postal system will affect you
With targeted mail still the lifeblood of direct marketing, the postal system changes introduced on 1 July will inevitably have a profound effect on the industry. The introduction of new postcodes and more stringent address standards will greatly enhance the measurability, efficiency and accuracy of any given campaign.
Making the Change – How the new postal system will affect you
NZ Post Addresses Precision Marketing
New Zealand Post is helping businesses to improve the accuracy of their communications with customers by introducing the SendRight™ address accuracy programme.
NZ Post Addresses Precision Marketing
Does Customer Insight Breed Shy Companies
Companies are awash in customer data these days. Web tracking technology, data capture and warehousing, and various other tools make it easy to delude yourself into thinking that you now have a psychic-like knowledge of almost everything a customer buys, communicates, and says to friends about your company.
Does Customer Insight Breed Shy Companies
Does Your Database Measure Up?
If you’re among a growing number of marketers faced with expanding customer data housed in a marketing database that can’t keep pace, deliver insightful analysis or provide the intelligence to make confident decisions, it’s time for a marketing database checkup.
Does Your Database Measure Up?
Getting Business Results Through Strategic Database Marketing Delivery and Analytics
Database marketing success is largely a function of operational excellence combined with strategic deployment.
Getting Business Results Through Strategic Database Marketing Delivery and Analytics
How Data Quality Impacts CRM
Building a CRM system with bad data is a bit like building a house on sand!
How Data Quality Impacts CRM
Feel better - Give your customer database a fitness check
Poor data fitness impacts on the wellbeing of your business - Here's a 1-2-3 of data hygiene to help you get better
Feel better - Give your customer database a fitness check
Do Marketers need to be Different to be Direct?
A Formulaic approach to targeting and segmentation means Direct Marketing is suffering at the heands of the uneducated
Do Marketers need to be Different to be Direct?
Database Marketing Isn’t The Headache It Once Was
More than ever, sophisticated data marketing techniques and technology are needed.
Database Marketing Isn’t The Headache It Once Was
Tool hardy
The rise of 'dumbed-down' data-management systems has put the power firmly in marketers' hands.
Tool hardy
The Importance of the List
Arthur explains why the list is everything...
The Importance of the List
Direct Marketing in the Future
Imagine what Manolo Blahnik's most profitable customer segment might be.
Direct Marketing in the Future
The 'Why?' Factor
Direct marketing is the best qualified to take advantage of the science around psychographics.
The 'Why?' Factor
Turning Numbers into Gold
Now, more than ever, knowledge is power for business - and can bring powerful financial rewards.
Turning Numbers into Gold
Five Steps to True Database Marketing
Many marketers mistakenly think they are doing database marketing because they have a lot of data, build models and use databases in implementing their direct mail programs. But they fail to leverage the potential of their data.
Five Steps to True Database Marketing
Databases: Getting the Right Message to the Right Customer
Derek presents the 10 common pitfalls many people often encounter when attempting to deliver the right message to the right person at the right time.
Databases: Getting the Right Message to the Right Customer
What Are the Best Strategies for Successful Database Management?
The challenge most companies face is how to manage this data and turn it into actionable information.
What Are the Best Strategies for Successful Database Management?
Master the Art of the Shameless Bribe
What is a shameless bribe? It is shamelessly mastering the art of making more money by motivating more customers to give you their contact information.
Master the Art of the Shameless Bribe
List Segmentation You Can Shout About
Want to do heaps better than just parking your money in the bank? You don't need to be a statistician, nor do you need a million-dollar CRM system to get you there.
List Segmentation You Can Shout About
Using Your Database to drive wider Business Decisions
Add a spatial component to your database and a whole new world of opportunity can open up.
Using Your Database to drive wider Business Decisions
RFM versus Predictive Modeling
Jim looks at the pros and cons for each of these.
RFM versus Predictive Modeling
When Losing Customers Is Good for Your Business
When it comes to profitability, is it essential to endlessly analyze and understand your lost customers and devise a foolproof plan to win them back?
When Losing Customers Is Good for Your Business
Why Marketing Databases Often Fail
Database marketing's goals are simple - but it's too often doomed to failure.
Why Marketing Databases Often Fail
Shades of Data: Developing a Data Strategy
Geoff offers a hierachy of priorities to develop your data strategy.
Shades of Data: Developing a Data Strategy
Customer LifeCycles
Customer behaviour changes over time and these changes are your clues to the future.
Customer LifeCycles
Mailing smarter means segmentation
Looking at segmentation of data from a not-for-profit perspective.
Mailing smarter means segmentation
Making Money with the Customer LifeCycle (Part 4)
This article is Part Four in a series of articles on Behavioral Marketing techniques.
Making Money with the Customer LifeCycle (Part 4)
Comparing the Potential Value of Customer Groups
If you had to pick one variable to predict the likelihood of a customer to repeat an action, Recency is the most powerful predictor of the customer repeating this action.
Comparing the Potential Value of Customer Groups
Any foreign bodies in your database?
There is ignorance in the benefit of holding data on individuals rather than groups.
Any foreign bodies in your database?
Developing Data Insights
"One survives not by predicting rain but building an ark" - this is a principle well worth remembering when undertaking datamining.
Developing Data Insights
How to Kick Start Your Database Marketing
How to get started with database marketing.
How to Kick Start Your Database Marketing
Measuring Data: Whadda Ya Got?
There are a variety of ways to collect data about what people are up to on a Website and they are briefly discussed here.
Measuring Data: Whadda Ya Got?
Customer Retention and Modeling in the High Ticket / Durable Goods Business
In the durable goods business, it is much more likely the data needed to profile customer behavior has never been collected or cannot be accessed than it is RFM "doesn't work" for the business.
Customer Retention and Modeling in the High Ticket / Durable Goods Business
Remind me to say thank you...
Confession time. I'm terrible at remembering things. So when it comes to products that need parts replaced regularly such as batteries or filters - it's worth asking somebody else.
Remind me to say thank you...
Database Marketing Drives New Corporate Strategy
How a Major Direct Marketer Changed from Inbound to Outbound Selling in Two Years.
Database Marketing Drives New Corporate Strategy
"Q: Who owns the customer data in your company?"
Is it the IT department? The Call Centre of Customer Service team? Sales Reps? The Marketing team? Senior Management? The Board? You're not sure?
"Q: Who owns the customer data in your company?"
Making Money with the Customer LifeCycle (Part 3)
Don't try and rescue customers who aren't defecting.
Making Money with the Customer LifeCycle (Part 3)
It's the Communications, Stupid!
Getting the database right is no use if your message is wrong.
It's the Communications, Stupid!
Making Money with the Customer LifeCycle (Part 2)
Reach defecting customers before they leave you.
Making Money with the Customer LifeCycle (Part 2)
Making Money with the Customer LifeCycle: Trip Wire Marketing (Part 1)
CRM doesn't need to be complicated - here's where you can start.
Making Money with the Customer LifeCycle: Trip Wire Marketing (Part 1)
Six Ways to Increase Your Customers
It's all very well to have a database full of prospects, but how do you get them to become customers?
Six Ways to Increase Your Customers
The Six Costliest Mistakes You Can Make in Marketing to Women
There's more to it than just giving your collateral a pastel colour scheme!
The Six Costliest Mistakes You Can Make in Marketing to Women
Lifetime Value, I'd Like to Introduce You to the CFO
A look into the accounting side of lifetime value and why it's so hard to 'get' - but so worth it!
Lifetime Value, I'd Like to Introduce You to the CFO
The Ecstasy and the Agony: The Birth and Death of a Successful Database Marketing Programme
Have the tissues ready - the birth and death of a successful database campaign. Great case study with a moral.
The Ecstasy and the Agony: The Birth and Death of a Successful Database Marketing Programme
Data Think Tank 1998/1999: The Value of Data
Opinionated panel discussion on the value of data.
Data Think Tank 1998/1999: The Value of Data
Save Money Marketing to One-Time Buyers
Ideas on how to create a one-off buyer programme to convert them into multi-buyers.
Save Money Marketing to One-Time Buyers
A Database is a Powerful Business Tool
The advantages of having a database.
A Database is a Powerful Business Tool
No Thanks, I Don't Want Any Personalisation
Does every customer want a close, personal relationship with you? Of course not. But are you prepared to recognise and instantly accommodate that kind of customer?
No Thanks, I Don't Want Any Personalisation
How Modern Database Marketing Builds Member Contributions
How smart database marketing can dramatically increase contributions to not-for-profits.
How Modern Database Marketing Builds Member Contributions
Geocoding in Ireland
More on the benefits of geocoding...
Geocoding in Ireland
The Six Essentials for Successful Database Marketers
The qualities to look for in the ideal database marketer.
The Six Essentials for Successful Database Marketers
Geocoding Enhances Database Management & Efficiency
Using geocoding for maintaining clean data.
Geocoding Enhances Database Management & Efficiency