GUEST AUTHOR – DATA INTEGRITY
Time to clean up
Cutdownonunnecessarywaste–saving
moneyandtheenvironment–byscrutinising
yourdatahygiene,saysBHAVESHPATEL.
Smart
Intougheconomictimes, Inhardtimes,cleaning match,withtheselevels
it’sevenmorevitalto proceduresmustensure segmentedfurtherusinga
companies
recession-proofyourdata. customersandprospectsare combinationoflastpurchase
Poordataistotally correctlyaddressed,which dataandredemptionhistoryin
havealready
unacceptable!Itsresultiswaste obviouslymakesthemfeel termsofcouponredemptionand
which,inthecurrenteconomic morevalued,morelikelyto competitionentries.
seenthe
andenvironmentalclimate,is openandreadthepiece,and Thiscarefulselectionand
importanceof
aboutaswelcomeasa alsogreatlyreducesthecosts targetingresultedinastrong
RangeRoveronaschoolrun. associatedwithstrayand responserateofmorethan22
dataefficiency.
Foryears,largebudgets returnedmail. percentfordirectmarketingand
andthehighcostinvolvedin Inaddition,itisessential openratesof29percentforthe
datacleansinghasledtomany thatDMistargeted;smart emailcampaigns–comparedto
brandsbecominglaissezfaire companieshavealreadyseen theindustryaverageopenrate
withtheirdata,butasBob theimportanceofdata of23percentforloyaltyemails.
Dylanpointedout...thetimes efficiencyandwillhave Thecampaigngeneratedan
theyarea-changin’. investedintechnology,scripts increaseinfrequencyaswellas
Intoday’senvironmentand andprocedurestoensurethat weightofpurchase,thus
economy,theexcessesand highly-targetedcampaignsare engenderingloyalty.
wasteofpastyearsareslowly usedtocommunicatewiththeir Itwasthenvital,inorderto
startingtobite,andthesame customersinarelevantand maintaintheintegrityofthe
istruewithinthedirect timelyfashion. database,tofeedbackkey
marketingindustry. Thereisnopointspending learningsfromeverycampaign
DMvolumesarefallingyear timecreatinghard-hitting intothedatabasetohelp
onyear,peopleareincreasingly campaignsifthisisthensent furtherincreasethesuccessof
usingmailingpreference asablanketcommunication futurecampaigns.
servicesandpostal thatmayturntheconsumeroff Timesmaybetough–but
costsarerising. thebrand. usethemasanopportunityto
Thereisalsoa makesureyourdataisthe
growingreluctance Wakeupandsmellthecoffee cleanestithaseverbeen.
amongconsumers WhenLavazzadecidedto
tosharepersonal capitaliseonthegrowing
informationwith consumerdemandforroast
companies,partly andgroundcoffeebyrewarding
duetoheightened loyaltyandcross-selling,it
awarenessof knewhigh-performingdatawas
fraud,butmostly essential–economicdownturn
duetoahistorical ornot.
feelingofdata Thecoffeemanufacturer
misuse. neededtoselectthe‘best’
customersfromthedatabase,
includingconsumerswitha
strongpotentialtopurchase,
andthosewhosepurchase
decisionscouldbetriggeredby
acoupon.
Toachievethiswe
undertookanin-depthanalysis
andsegmentationofthe
database.
BhaveshPatelisseniordata
Mosaicwasusedtoidentify
planningmanageratintegrated
fivelevelsofaudienceprofile marketingagencyHaygarth.
www.dmi-news.com June2009 39
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52