Database Marketing
In the context of today’s highly competitive and increasingly time sensitive markets, database marketing practices offer significant benefits over traditional ‘broad-brush’ direct marketing techniques.
Database marketing is the practice of assembling all of your relevant, available, information into a single receptacle. Whether it be customer; prospect; stakeholder; enquirer; transactional or product information it should all be stored within a central database to facilitate a single ‘customer’ view. Through the application of customer insight techniques, intelligence within the data can then be leveraged to develop appropriate and highly targeted communications for marketing; stakeholder engagement; information dissemination; consultation; surveys; and customer relationship management programmes.
At EWA we offer the specialist skills required to plan, manage and implement bespoke marketing database solutions with all the associated multi-channel communications required for today’s integrated campaigns. Our outsourced model delivers expertise in data management, database development, hosting, campaign management and marketing fulfilment.
EWA’s database marketing services include:
Bespoke database development - With links to external sources such as consumer websites, CRM systems and contact management applications which ensure that all data sources are consolidated to provide a single customer view and data warehouse.
Data enhancement and enrichment - The use of geo/socio-demographic coding (consumer data) and SIC coding (for commercial data) to enable accurate and meaningful profiling.
Data cleansing, de-duplication and fusion - Ensuring a single, accurate record for a single entity.
Customer Insight – Initiatives derived from insightful analysis designed to acquire, retain and develop the right customers and thereby grow your business.
Customer segmentation and profiling – To understand the unique profiles and preferences of your customers and enable targeted marketing campaigns.
Propensity modelling - The ability to build and deploy propensity models - designed to predict how customers may behave in the future and score them accordingly – helping to increase the chances of a successful campaign by only communicating with customers for whom your message is relevant.
Business rule design - Define communication or contact strategies based on factors such as customer lifetime value scores or purchase frequency.
Campaign management – Dedicated project management to assist with campaign design, execution and monitoring – real value from our experience.
Web-based management information reporting – Provides you with easy, instant access to key information and statistics.
Web-based analytical processing & data mining - Provides a real time, detailed vision of customer information in multiple, defined groupings.
To find out more about EWA’s database marketing services, please call 01245 492 828, or via our contact form.
