Can you explain in simple terms exactly what the Targeting Workbench is?

The Targeting Workbench is a fully managed, flexible and ultra fast analysis-driven marketing database, prospect targeting and campaign management solution.

It delivers a single-view of 'a copy' of your customer and prospect external data and provides marketers with a complete resource to facilitate and optimise their cross-sell, up-sell, retention, acquisition, reactivation and channel marketing activities.

It can also include the production of 1-2-1 personalised direct mail and e-marketing communications and the optional creation of a data-driven microsite (campaign-specific mini-website) where content varies based according to the visitor's log-in.

The solution is typically used by organisations that have from 25,000 prospects or customers together with associated transactions, up to huge systems holding tens or hundreds of millions of records.

The Targeting Workbench comprises specialist column-based database marketing and analytical software - FastStats Discoverer - and optionally an e-mail marketing system, e-campaigner. This is complemented by Tech4T's proven methodologies and hard won experience in designing, maintaining and operating marketing database and data-driven targeting systems.

Tech4T provide the Targeting Workbench as a fully managed service. This includes secure hosting, consultancy and operational services that span system maintenance and refresh; data cleaning and management, merge and de-duplication of multiple customer (or member, visitor, investor...) databases, e-mail to web activities, mailing and suppression files; data transformation and enrichment; data mining and statistical analysis; extraction of data and direct marketing production. 

As an option to Tech4T undertaking the operational process, we can optionally provide on-line access to your data 24 hours a day, 7 days a week (excluding minimal downtime for maintenance) direct from your PC! 

The Targeting Workbench is also perfect for anyone wishing to off-load the data processing aspect of direct marketing.   Top

Where specifically would the Targeting Workbench and the services Tech4T provide typically fit within an organisation, who would benefit most from them and how?

Our Targeting Workbench solutions and supporting services prove extremely beneficial for:

MARKETING - Marketing Database Administrators, Direct Marketing Professionals, Planning and Marketing Communication Specialists, Circulation Managers, Campaign Managers, Database Marketers...
- needing a single marketing view of all data for improved targeting
- wanting to reduce data related and processing overhead
- wishing to make more timely and more relevant communications for cross-sell,
  up-sell, retention, acquisition, reactivation and to build trust
- wanting to increase customer understanding - including determining who is
  more profitable and why
- needing to improve response to increase marketing R.O.I.
- needing a complete and specialist resource for 1-2-1 personalised CRM
  and CVM (customer value marketing)

MAILING & EMAIL - Direct mail and e-mail operations. Ideal where there is a need to simplify the process of selection, analysis and generation of personalised mailing and e-mail lists. Specifically where any duplication across mailing cells is automatically removed and where output is appropriately coded to bring together the correct message and print with the right list segment. Perfect for selective messaging.

ANALYSIS - Data Analysts, Statisticians, Risk Specialists, Analytical CRM Teams. Undertake full circle predictive modelling with the whole databases scored in minutes. Complements existing analytical software and processes; import previous models and scores to the Targeting Workbench to further enhance targeting; use all transactional data for profiling, scoring and modelling, without prior aggregation!

I.T. - Project Analysts, Database Specialists, I.T. Operations, Systems Administrators. Reduced demand on resource by marketing staff; no requirement for specialist merge/purge, analytical or marketing skills or software - unless a desire to undertake the work in-house in which case we can supply software, training and support; only data extraction or provision of data feeds needed. Tech4T do the rest.

CALL CENTRE - Telemarketing and Call Centre Management. Fast generation of targeted and prioritised lists for calling - using propensity scores that rank individuals according to their likelihood to take the action you desire.

SALES - Sales Managers and Territory Planners. Single customer view for accurate planning; Virtually instantaneous map generation with data passed to MS MapPoint for additional drive-time analysis. Lists extracted direct to MS Excel where priority scores can be used to plan more effective call and meeting strategies to maximise the chance of positive outcome.    Top

How will the Targeting Workbench help streamline our database marketing and targeting process, and save both time and internal resource?

The Targeting Workbench - using the FastStats Discoverer drag-and-drop marketing interface - will substantially reduce the complexities of the selection, analysis, scoring and campaign management process. It will control multiple campaigns, multiple promotions, multiple mailing cells and multiple creative approaches, and facilitate selective messaging for mailing and e-mail marketing.

Being a hosted and fully maintained solution, internal time, skills and IT resource bottle-necks are removed.    Top

How long does it take you to set up the Targeting Workbench ready for us to use?

The Targeting Workbench can usually be up and running in two to four weeks (or sooner) - often less time than it takes to make a computer purchasing decision!     Top

How is the Targeting Workbench different from a sales lead, contact management, CRM, ERP or operational order processing system?

The Targeting Workbench sits alongside and complements CRM and any such systems as listed above. Often used in conjunction with our email marketing system, e-campaigner, the Targeting Workbench is used to target prospects and customers and generate leads.  A sales person would then use a CRM system to keep track of the sales process through to completion.

To help you understand the main differences between the Targeting Workbench and CRM systems, we have set out below the primary functions of each.

The Targeting Workbench - for dedicated database marketing

1. Brings together all your operational data  from disparate systems and external prospect lists into a single-view marketing database. This would include information from any sales lead, contact management, CRM or operational system. Any duplicated records are merged and their transactions combined to show the true value and behaviour patterns of each customer.
   
   Working from a copy of your data which is extracted at a frequency to suit your needs - the original is left exactly as is - this process is a mix of manual and automated processes that require a unique set of skills and tools. It is not a function of any CRM software.

2. Gives you a marketing database containing both customer and prospect information which can be analytically segmented based on behaviour and profitability measures into groups significant to your business. Use information revealed by AIM to develop relevant messaging and offers to these varying target groups.

3. Allows you to use all transactional data, quotations and any behavioural information such as email click thrus, coupon replies and survey responses for ultra fast selections and profiling. It will analyse - in a few seconds - thousands or millions of values - and present summary information such as lifetime spend or recency, frequency and value. You can then use this data to make selections.

4. Includes the mechanism to set up and manage bulk direct mail and e-mail campaigns. You can make selections and allocate to these the right personalised message based on prospect or customer profiles.  The system then generates your contact lists.

5. Quick to deploy as this is a fully outsourced solution. Can be up and running in 2-4 weeks with no impact on your existing systems and with minimum input from your staff.

6. Low investment - costs only a few pence per address record per month to run and maintain. There is no software to purchase, no data processing nor any database management overhead.

7. External prospect lists are merged and maintained by Tech4T.

8. Access to additional marketing support - Tech4T staff can work together with your team to develop data-driven marketing campaigns that win, keep, grow and win-back high value customers.

CRM/sales lead management system - for company-wide day-to-day lead management

1. A CRM or sales lead system is designed to record and manage qualified leads and maintain a direct relationship with your customers. i.e. setting appointments, recording notes, forecasting sales and prompting users to take a specific action at a set time - make a call, send an e-mail, set a meeting, etc. 

2. A CRM system is not designed to handle multiple prospect mailing or e-mail lists nor undertake the merging of multiple files for bulk direct mail or email campaigns.  Although some systems offer limited analysis capability, the functionality of the Targeting Workbench allows sophisticated  response modelling, basket analysis (looking at buying patterns), etc., as well as 'train of thought' data exploration.

3. In a way a CRM system is similar to an ERP solution (Enterprise Resource Planning) which is built with a fairly rigid structure and used to run your business on a day to day basis. You would use a CRM or ERP system  to store and work qualified leads that have been generated by a prospect targeting system such as the Targeting Workbench.

4. CRM implementation time can be lengthy - 3 to 12 months -  and requires considerable project management, internal resource and software (and often hardware) investment. In addition, there are usually substantial costs to resolve data issues, develop integration processes, train staff, implement and then maintain. 

5. CRM systems require integration with a company's existing operational systems which may necessitate extensive changes.

Fixed vs. flexible field structure

With the Targeting Workbench the field content is both flexible and straightforward to change - thus keeping pace with evolving marketing needs and any ongoing requirement to merge varying external prospect lists and data sources.

A sales lead management or CRM system, on the other hand, needs to be rigid in its structure as it is used as an operational tool across the company.

Operational overhead

Although many CRM systems offer marketing functionality, as many companies have found to their cost, the reality is somewhat different.  By their very nature, these systems are  designed  to fulfil a completely different role to that of a marketing database system.

For instance, as sales lead and CRM systems are constantly accessed by operational staff, marketers often find that running a complex selection or data extract significantly degrades the system performance - often bringing operational users to a halt.  With the Targeting Workbench this situation never arises. Also, try making a complex selection in a CRM system without needing to be a technical guru!      Top

How much does the Targeting Workbench cost?

This depends on a number of factors but usually costs a few pence per address record per month. If you can let us know the following we will let you have outline costs based on certain assumptions.

1. Number of users
   How many users in total, and of these, how many will need to undertake:
   i) selection and targeting, ii) campaign management, iii) profiling and predictive modelling, iv) mapping

2. Maximum number of address records to be held in the system
   Just give us an estimate of the total number of prospect, customer, member, etc. records you need us to load and maintain.
   

3. Number of different the Targeting Workbench configurations needed
   i.e. if you want a combined prospect and customer (or member, etc.) system, separate systems or varying configurations for different operating companies.

4. Number of data feeds
   - from how many different locations will the data be provided?

   If possible, let us know roughly how many different files will be provided from each location and what formats they will be supplied. Also let us know if there are any known data quality issues that need to be resolved. 

   To simplify the process, just tell us what you can and where possible provide a set of sample data and any supporting documentation. We can then work out what's needed - or if you tell us who to contact - can ask the right questions.

5. What is your preferred frequency to us to update your targeting system
   i.e. how up-to-date do you need your data? How often do you want us to merge in new mailing or e-mail lists or update the system from a copy of your operational data to ensure new records, orders, changes or deletions are applied.

   Is this monthly, fortnightly, weekly, daily, bi-monthly, quarterly?

   E-mail marketing functionality
   - if you also require the e-campaigner e-mail marketing system

6. What supporting activities you would like Tech4T to do
   - consultancy, training, consultative support, analysis, operational
   database marketing, 1-2-1 personalised direct mail and email
   communications, etc.
   
   Note The costs to run the Targeting Workbench can often funded directly from the savings made by only mailing those individuals more likely to respond to your offer - a key feature of our solution!    Top

What are the four key USP's of the Targeting Workbench

There are many more than four and the importance will vary depending on the user, but in our opinion those below really stand out...

1. Single marketing view
   - that lets you use ALL your data for analysis and targeting to win, keep and grow more high value customers.  And it can include ALL of your transactional data and web pages visited following an e-mail campaign!

2. Unique underlying analytical marketing database uncovers hidden opportunities
   The unique FastStats ‘column-based' database technology delivers an unprecedented level of flexibility and speed, revealing intelligence that is not possible using a conventional marketing database!
   
   For the techies, FastStats differs from a conventional relational database in that it stores its joins and embeds them within the system structure as a series of highly compressed fields. It creates each data field as a separate file and also creates a system 'view' and 'master' system file. Using a mix of these, data is bit mapped and in effect aligned on-the-fly based on which data needs to be analysed. It's the result of 9 incarnations of the product over 16 years and has been developed to deliver additional insight to marketers and analysts!

3. Full circle predictive modelling
   Prioritise your telemarketing, maximise direct marketing return on investment, reduce wasted postage and production costs.

4. To achieve this, you...
   - select, segment and compare profile characteristics across segments
   - create and store propensity scores in new fields against everyone
     on the database
   - undertake 'what-if' financial scenarios based on response models, see the
     response and select only those people more likely to take the action you seek
   - then extract records for mailing, e-mail or telemarketing

5. And from one system, by one person (with only minimal training) and
   completed in less than 30 minutes - often less!

6. Ultra fast campaign management with total flexibility and versatility
   - count and analyse - taking a train of thought' approach - all your data
     and in seconds!
   - include whatever data you need - enquiry, prospect, customer, web, sales...
   - include whatever fields you wish - even create your own and import
     your own information
   - access your data from your PC from any location
   - use for marketing selection, analysis, campaign management...
   - no data preparation to undertake as all work is undertaken by Tech4T
   - lets you take immediate action when opportunities arise or when
     needed - no waiting on I.T. or other resource!   Top

We are planning to implement a CRM (or contact management) system over the coming months. Would we be better to wait until after this time before implementing the Targeting Workbench?

No. Configuring a company wide CRM solution and automating the sales-force can take many months to implement. In that time a the Targeting Workbench system could be up and running and delivering substantial marketing, sales and business benefits. Also, any data improvement and migration work undertaken for the Targeting Workbench would help speed up CRM implementation, as clearly the bulk of this work would not need to be repeated.   Top

Why do you recommend the Targeting Workbench managed solution approach rather than purchasing your solution to run in house?

The reason for the managed solution is that many organisations find their company structures and limits on internal resource restrict their ability to meet evolving and often fast changing marketing objectives. For example, staff may have difficulty in effectively bridging the marketing vs. analysis vs. I.T. gap or lack some of the more specialist data restructuring, improvement, transformation and analytical skills and software. Or simply to help marketers who prefer to take a hands-off approach to targeting or analysts just don't have the time and want to focus on their core job function rather than IT!

The Targeting Workbench therefore provides an ideal solution in that a copy of your data is extracted to Tech4T where we undertake data preparation and merge any third party lists, enhance data, apply analytics and undertake the system build and refresh process as and when required. The securely hosted 'targeting workbench' (driven by FastStats Discoverer) can also be provided on-line to users 24 hours a day, 7 days a week.   Top

Could we run the technology behind the Targeting Workbench in-house if we wanted - especially as our data feeds would remain static and we would like to have daily updates? Also how long does it take to refresh our data after it is extracted from our operating systems?

With the appropriate skills and resource, you can certainly run and refresh the underlying FastStats Discover technology in-house. Tech4T would help you develop one or more prototypes, optionally host these for a couple of months whilst you test, then help you migrate in-house. We can supply the software, remotely support your installation and operation, and undertake project-based data improvement, analysis and any other relevant tasks you require including consultancy and tailored training.

Regarding speed to refresh, this varies depending on field size and complexity of data table join, but expect between five and twenty million records per hour.   Top

We currently have business intelligence (BI) software. Why do we need the Targeting Workbench as well?

First, business intelligence tools such as Cognos PowerPlay/Impromptu, Business Objects, Brio, etc. are great for in-depth slice-and-dice management reporting, but they are not tactical database marketing or mailing tools.

They should be considered complementary to the Targeting Workbench (which is not just technology) - often sharing similar data feeds. For instance, you cannot undertake ultra fast counts, recency, frequency, value (RFM) analysis, make complex selections, perform predictive modelling and then plan and manage multi-stage marketing campaigns with BI tools.   Top

How would the Targeting Workbench complement our statistical analysis process? 

To prepare data ready for the analysis - including flattening transactional data to a single customer record - could take several days to complete, and then, once the models are created and scores produced, it is often a very complex or near impossible process to successfully score the full customer or prospect base.

This is mainly due to the operational database fields being in a different format to that used for analysis, files/data used for modelling not linked or not available across the total database, or restrictions in creating new fields on the operational database to hold the predictive scores.

With the Targeting Workbench, as the data preparation and descriptive labelling for analysis has already been undertaken as part of the build/refresh process, then no further preparation is needed.

Secondly, comparing the profile characteristics across data subsets can include fields from different levels/tables - even one-to-many - without prior aggregation. The Targeting Workbench can take the weights applied to each piece of information (generated using a technique called PWE - predicted weight of evidence) and automatically create a new field against every record on the database to hold the summarised predictive scores. 

What-if and decision tree modelling can be undertaken to explore cost vs. anticipated response, a gains chart created together with financial outcome charts and then, based on an acceptable ROI threshold, the individuals across the database with the highest propensity scores selected for output for mailing, e-mail or prioritised telemarketing.

And the whole process can take less than 30 minutes!  In addition, the profiling and scoring could be undertaken by a competent marketer (leaving the statistician free for more complex tasks) who could also create their own variables/fields to hold new scores. These can store the output from externally created models which can be imported directly into the Targeting Workbench for further modelling or selection. Finally, the analyst can use the Targeting Workbench as an analytical data repository - being able to select and export formatted data direct to their statistical software for more in-depth analysis.    Top

As we are currently implementing a company-wide data warehouse, will the Targeting Workbench deliver any additional benefits?

Yes. A data warehouse can take many months or even years to implement and even then won't usually focus on marketing needs in isolation. In addition the data warehouse will still need specialist front end tools and a data mart to deliver marketing intelligence.  

The Targeting Workbench will enable marketers to enjoy the advantages of predictive targeting and database marketing from the outset. You cannot put marketing on hold waiting on I.T. development as the business will suffer!  The Targeting Workbench FastStats system development should also help the data warehouse learning process as to which data to use for marketing and how it is best linked.     Top