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This presentation explains what a marketing database is and what it can do for your marketing department.
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Addemar®
Marketing Database
“The right message foreach target group”
Addemar® Marketing Database
1. Summary
2. About database marketing
3. About the marketing database
4. Which data?
5. Why outsourcing?
1. Summary
“ For those who do not have a cristal clearpicture of their customer portfolio, will
hardly be able to extract strategic advantagefrom this ”
1. Summary
Over the last few years marketers can communicatethrough loads of channels to its customers and prospects.
There is an abundancy of tools and data. The problem often is the unstructured way in whichdata are stored and the lack of overview when itcomes to customer data.
This is a missed opportunity as the stored data are an information treasure for more relevant commercial campaigns.
1. Summary
Addemar® offers a solution:A marketing database where you can store, manage and analyse all data.
2. About database marketing
“ Database marketing aims at analysinghistorical data to reveal customer
behaviour ”
2. About database marketing
Database marketing vs. direct marketingdatabase marketing pays a lot more attention to analysing customer data
Database marketing analysis – 2 groups:Acquisition marketing:
- learning to understand potential customers/ market
- how to attract new customersRetention marketing:
- retain existing customers & get them to buymore
- track down customers who are dropping out & win back ex customers
3. About the marketing database
No database marketing without a marketing database. This database is by no means the same as the classic operational database.
Operational database vs. Marketing database
Goal: just for marketers
-Generate orders
-Generate new leads
Goal: optimal functioning
of the company
-Efficiënt production
-Providing best service
-Perfect accounting
4. Which data?
The power of historicale data = predict the future
Therefore, collect all transactional and communication data
Ongoing effort is imperative to keep a marketing database up-to-date
4. Which data?
The following data go in a marketing database:
- data from the operational database
(transactions and contact details)
- preferences & profiles of the customer
(interests, hobbies…)
- campaign & response history of marketing campaigns (coupons…)
- enriched data supplied by third parties (Wegener…)
4. Which data?
“If you want each message to be finetuned to your target group, you need an up-to-date
marketing database”
4. Which data?
Some tips:
- Gather as much socio-demografic data as
possible: contact details, gender, age, profession, preferences, interests…
- Collect all customer communication: letters, brochures, emails, products, surveys…
- Keep all response information from offline and online campaigns
- Store all transactions
4. Which data?
All these data help you to get a clear picture yourcustomers and segments:
Single Customer Overview
5. Why outsourcing?
Internet is the backboneof all marketing technology
and marketing communication.
5. Why outsourcing?
Why outsource the putting up and management of a marketing database?:
Because:
- it costs a lot of work and time
- the IT-department already is on overload- computer systems are not adapted- inhouse no required knowledge and competence- constant maintenance required
Because specialised companies:- do have the expertise and experience
- dispose of the required hard- and software- can put up a database considerably faster
Because: - you pay less- you can start up faster- you can focus on your core business
5. Why outsourcing?
“ The Addemar ® marketing database balancesthe advantages of outsourcing with the
advantage of ‘complete control and access’of an inhouse database ”
5. Why outsourcing?
Reasons why you should outsource the putting up and management of the marketing database to Addemar®:
1. Addemar is unique:
Addemar is specialised in:
- marketing technology
- internet marketing
- web technology
Other players on the market have expertise in onlyone of those domains
5. Why outsourcing?
Reasons why you should outsource the putting up and management of the marketing database to Addemar®:
2. the Addemar®marketing database is unique:
- Use of collaborativemarketing tools- available 24/7- online- user friendly and intuitive
- 360° multichannelpicture of the customer- Custom made for yourneeds- Storage data in a class A data center- SaaS principle
About Addemar®
Addemar® develops intelligent, do-it-yourself web-based marketing solutions that enable companies to create, launch and evaluate multi-channel marketing campaigns.
Addemar®’s marketing data bank provides marketers with a far-reaching analysis and reporting environment in which to set up segmented and targeted commercial campaigns.
About Addemar®
Addemar®, founded in 2003, now has more than 2000 users. More than 70 marketing and communication agencies use Addemar technology to develop direct marketing campaigns for their clients. Our client portfolio includes famous names such as Miele, DHL Emakina and Tequila/agency.com.
In 2006, Addemar received a gold “Seal of Excellence” from the European Multimedia Forum (www.e-multimedia.org) for its advanced user-friendliness and high-grade performance.
Addemar is located at the Research Campus in
Hasselt.
Over Addemar®
Info: [email protected]
Addemar®.com, Research Campus Hasselt,Kempische Steenweg 293/6 in B-3500 Hasselt
Tel: +32/11/850.670 Fax: +32/11/850.661
