Monday, 4 April 2011

Look “inside” your data to improve your marketing

Do you store customer data in a computer system? Do you store information about purchases? Gathering and storing customer information in a database is now “business as usual” for most organisations.

But once you’ve got the information, what should be done with it?

Using it for marketing is an obvious candidate. Emails, letters, and phone calls can all be done more efficiently once your data is in one place. But this is only part of the answer. Whilst this is a terrific time saver, all that has happened is that manual processes have been digitized. Your database has enabled your marketing communications to be processed more quickly: not more intelligently.

To gain real competitive advantage from customer databases, you need to look “inside” the data. The key to creating more profitable marketing programs is analysing customer data (sometimes from several systems) to understand patterns of behaviour, and profitability. Why? Because when you work from real world data, you are faced with real world problems and real world opportunities. Instead of dreaming up marketing ideas with fragmented and anecdotal evidence of customer preferences, real customer data grounds your thinking, and challenges it.

The old saying “the customer is always right” holds a lot of water when it comes to data. Looking at what customers actually do, rather than what you’d like them to do, or what your business plan says they should do, moves marketing closer to the customers’ needs and wants. Once your thinking is aligned with customers’ needs and wants, marketing communications become more relevant and more meaningful to customers. Which kinda helps.

Analysing customer data should be a starting point for marketing planning, not an afterthought.

8 comments:

  1. geffnerkersch.com Divorce Attorney Nassau County NY, Prenuptial Agreements Nassau County NY. Call us now: (516) 268-9898

    ReplyDelete
  2. Nyallpurposepaving.com offers Paving Contractor, Parking Lot Repairs, sealing, striping, Oil and Stone Driveways at Riverhead NY, Quogue NY, Hamptons NY, Southampton NY, Sag Harbor NY, Green point NY, Wading River NY, East Moriches NY, Center Moriches NY, Mannorville NY, Miller Place NY , Mt. Sinai NY,Greenport NY

    ReplyDelete
  3. Bedbugprocpc.com offers Bed Bug Exterminator, Bed Bug Inspections, Bed Bug Elimination, Bed Bug Inspection for Hotels and Residential and Commercial Bed Bug at Palo Alto CA, San Mateo CA, San Jose CA, Belmont CA, San francisco CA, Redwood City CA, Sunnyvale CA

    ReplyDelete
  4. Complete-pest-control.com offers Pest Control, Exterminator, Rodent Control, Rodent Elimination, and Pest Elimination at Palo Alto CA, San Mateo CA, San Francisco CA, Redwood City CA, Sunnyvale CA, and Belmont CA

    ReplyDelete
  5. "Davispestmanagement.com offers Pest Control, Exterminator, Bed Bug Removal, Inspections, Rodent, Pest Elimination, Commercial, Residential, Professional, Licensed Exterminator , Scorpion, Bee Hive, Hornet, Fire Ant Removal by Service Area, Las Vegas NV

    ReplyDelete
  6. Atopcommercialpaving.com offers Commercial Paving, Asphalt Contractor, and Parking Lot Resurfacing at Queens NY, Nassau County, Bayside NY, Jamaica NY, Middle Village NY, Ozone Park NY, Howard Beach NY, Little Neck NY

    ReplyDelete
  7. Viceroy Investigations and Consulting LLC is a member of the Chamber of Commerce of the Massapequa's offer security consulting, assessments and training to large and small businesses. Let us help you design and implement policies that aid in Safe hiring, Work Place security and Information Security. Call us: 516-694-0093

    ReplyDelete
  8. Jettonsgrading.com offers Grading, Excavation and Paving Contractor, Land Clearing Services, Septic Systems, Retaining Walls and Driveways, Drainage Systems, Construction Site Clean-Up, Demolition Contractor at Walhalla SC, Seneca SC

    ReplyDelete