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ACXIOM | CUSTOMER DATA INTEGRATION INDUSTRY EXPERT | FRANK TRÖSCHER


management and customer insight in order to manage this situation.


KNOW WHAT’S MISSING The starting point is a data audit. Work out what you have in your database, and ensure it is up to date and accurate. This should give a comprehensive report on your organisation’s overall data quality. It will run programmes such as deduplication and suppression files to screen, and delete goneaways and deceaseds.


Marketers are often surprised by the amount of ‘data decay’ in their database. Consumer data erodes at a rate where more than 20% of mail remains undelivered annually in the UK. Meanwhile, a five-year audit of consumer databases Acxiom compiled across multiple industry sectors in Europe showed they typically contain almost 8% duplicates on an individual level. Improving the overall quality of your data will help avoid wasting marketing budget and resource. Fill the voids successfully and ROI could be substantial.


PLUG THE GAPS Some common problems facing many businesses are losing touch with customers as they move around, or not knowing who their prospects are. Other issues include having information about some but not all channels which your customers use – for example, you have someone’s home address, but not their landline or email address. Third-party data suppliers will furnish your database with all pertinent


customer contact details. Services such as appending email, telephone and address data to existing records are performed by software that automatically searches vast data sources, verifying and adding it to the database. Gaps between on- and offline records can be filled by validating existing phone numbers, postal and email addresses, and providing new ones. A digital linking system helps ensure email addresses are correctly matched to customer records. By cross-referencing previously used email addresses, marketers can use current ones to optimise contact rates, responses and revenue.


February 2012 | Database Marketing


CASE STUDY: FREEMANS GRATTAN HOLDINGS


OBJECTIVE:


FREEMANS GRATTAN HOLDINGS (FGH) NEEDED TO MAXIMISE ITS RETURN ON INVESTMENT FROM MARKETING


COMMUNICATIONS BY ENSURING ITS CUSTOMER DATA WAS AS ACCURATE AS POSSIBLE.


STRATEGY:


ACXIOM CREATED AN INTELLIGENT DATA CLEANING SOLUTION TO SUPPRESS INDIVIDUAL CUSTOMER DETAILS THAT WERE INCORRECT.


RESULTS:


BY UNDERSTANDING AND CREATING A PROCESS BASED AROUND CUSTOMER BUYING, TARGETED DATA CLEANING IS SAVING FGH UP TO £85,000 PER MAILSHOT.


REACH THE RIGHT PEOPLE Most marketers already use consumer segmentation to get a better understanding of their customers and prospects. The concept is that ‘birds of a feather flock together’. By grouping people with similar characteristics, it’s possible to determine how to tweak your marketing messages to contact people in ‘bucket A’ compared to ‘bucket B’. The results of tailored, targeted marketing messages are improved campaign response rates and customer satisfaction. It’s becoming increasingly important to understand what channels to use for what type of marketing message. According to our research on channel preference, direct mail and email were the top two channels for receiving brand communications. In counterpoint, marketers overestimated adoption of new technology channels and in particular marketing via mobile phones. The good news is that there are new, sophisticated tools that drive insight and improve targeting by not only allowing businesses to talk to the right people, but speak to them through the right channel. Channel preference data – direct mail, email, landline or mobile phone call, text message, online, in-store shopper data – is growing in importance. Suppliers are making this information available to help clients understand the ‘channel blurring’ caused by the advent of new technology. With this insight, you can ‘narrowcast’ to individuals rather than broadcast across all channels, avoiding waste.


When all of the elements above are combined, what can appear to be


incomplete, confusing data starts to make sense. Ultimately this means you will know with more certainty which people to target for the best returns, and how to reach them more accurately. 


FOR A COPY OF ACXIOM’S REPORT ‘TUG OF LOVE: HOW TECHNOLOGY IS CHANGING THE RELATIONSHIP BETWEEN CONSUMERS AND BRANDS – AND WHAT MARKETERS CAN DO ABOUT IT’ & WHITE PAPER ‘REACHING MORE CONSUMERS WITH CERTAINTY’, PLEASE CALL 020 7526 5265 OR EMAIL UKENQUIRIES@ACXIOM.COM


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