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.
Read our Adidas case study here
