Based on many years of working directly with the marketing departments of companies from large global organisations to smaller UK based business we have created a five step DREAM methodology to re-energise your data driven marketing strategy and tactics.
Each step can be treated as a separate exercise or run as a complete project depending on your requirements and needs. During the process your assigned Account Manager will get to know your business, pain points and goals and will coordinate with our Professional Services and Data Teams to deliver measurable results at each stage.
Our teams will work with you to map out the current data sources within your organisation (CRM system, ERP/Accounting system, Call Centre/Support Desk system, spreadsheets, Web site databases, etc) and the high level business processes within your business that touches this data.
We will identify information that is or could be relevant to the marketing process and propose segmentation, profile and normalisation strategies for the data. We will also normally perform an initial audit on the different data sources to ascertain quality and completeness.
Based on the results and proposals from the Discover phase our Professional Service Team will take initial feeds of data from all the sources identified and then clean, de-dupe and merge into a single structured data warehouse. This data warehouse can then be queried, analysed and used to provide market, customer and prospect insight.
You will have a powerful “single view” of your customers and prospects that will enable you to target intelligent campaigns for immediate wins. For example up-sell and cross-sell campaigns, lapsed customer campaigns, customer retention campaigns. We can even model your customer base and apply this model to your prospects to see who you should focus your efforts for customer acquisition campaigns.
Once your data is together in a single data warehouse we can immediately ascertain the quality and completeness of that data. We will apply a set of data metrics to give you a quantifiable measure of its quality that can be tracked over time to provide an early warning of data issues and the impact of ongoing campaigns.
We will then propose solutions for filling the gaps in your data and if necessary build on the volume of prospect data typically through the use of external data sources, account profiling or data enhancement campaigns. Data protection and electronic communications legislation compliancy can also be reviewed at this stage if required.
The resulting data warehouse is now a complete powerful marketing database in its own right and can be used to execute precisely targeted campaigns that can deliver spectacular results.
The previous steps have delivered a powerful marketing database for your business. In order to capitalise on this you will need to integrate its use into your sales and marketing business processes.
We recommend a “closed-loop” approach for tactical campaigns that are designed to generate sales leads for the business. We can help you achieve this by advising on best practice, filling gaps in the administration of this process and by offering a tailored service for the hosting, external access and ongoing data maintenance. Alternatively we can work with your IT department to help build the relevant infrastructure in-house.
As the marketing database is used within your business processes it quickly becomes a valuable source of data for the measurement and monitoring of campaign success and customer activity and may well be a major feed of strategic data to your board.
The ability to analyse and report on this data in a meaningful way to the intended audience is key to its continued success and the profile of the marketing department within your business.
Our business intelligence team can help you analyse and report on this data through online reporting portals, pushing scheduled reports via email, online dashboards, OLAP analysis etc.
So how can we help you?
Contact us today to learn more about our DREAM methodology. Alternatively review our individual solutions and services to see if we can help with specific challenges you face or just call us for some friendly (and free!) advice.