I want to target more effectively and develop a 'right-time' prospecting database for integrated marketing communications...
1) Situation...
We have an operational database that contains customer and trading information together with a number of separate prospect mailing lists that also include some profile data. We also have a separate customer database from a company we recently acquired but this doesn't link in any way to our main customer database.
Our
business objective is to grow our customer base through targeted database
marketing and within this goal is the need to:
-
acquire new customers for our existing product range including how best to select new prospect lists
-
cross-sell additional products to our existing customers
-
up-sell to existing customers
-
develop a loyalty scheme for our key customers
-
launch new products and evaluate the response and feedback
-
spot opportunities and possible churn before it occurs so we can make contact at the right time
-
measure what works and what doesn't
Unfortunately we have no easy way to access our customer data for database marketing nor merge the customer and prospect data, analyse what's going on, predict the best groups of people to target or manage a series of multi-stage campaigns.
We therefore need a dedicated marketing database system - ideally web-based - that gives us a fully merged view of our customers and prospects, includes all associated trading, profile and marketing information, allows us to quickly count, profile, analyse and select target groups - ideally using propensity scoring, and then plan and manage multiple campaigns.
In addition, we have key sales account teams based regionally and once a campaign has been mailed we would like a sales person to be able to access the database from their home over the Internet, select customers/prospects for follow-up and download this selected data (including name, address, telephone number and mailing type flag) to their PC. The data then needs to be automatically displayed in a map and allow the sales person to graphically select and then extract records into an Excel spreadsheet based on their drive-time distance to his/her location.
A tall order we know but that's what we need.
2) Solution approach using KbaseT...
