I want to create an enriched marketing database with a single customer view to target more effectively!
1) Situation...
We have separate sales and marketing teams but currently all share the sales lead system for our marketing activities. Whilst this CRM system works fine for handling 1-2-1 contact management and recording the sales teams' activities and resulting actions, it does not give us the single customer view we need for targeting - be it to existing customer or new prospect lists. It is also not suitable for making complex selections, does not contain actual sales transaction data and is totally inadequate when it comes to bulk mailing - being both inflexible and slow.
Whilst
we need to make accurate
marketing decisions we often have to take a 'best guess' analytical approach because
the data we need to access is
everywhere - in different locations, separate databases and related files, spreadsheets,
accounts systems and our sales lead package.
We just can't get a fast, complete and duplicate free view of that vital and relevant information!
What we need is a dedicated database marketing system that offers us a complete view of our data and enables anyone in our marketing team - from wherever they are working - to access the data, undertake counts and selections, create and then manage direct mail, telemarketing and email campaigns. The interface needs to be very easy to understand and use, and ideally run over the Internet and our Intranet.
We also need a fast implementation - ideally within 3 months - with minimum input from our IT department, the means to capitalise on data warehouse and CRM investment to date, and a proven solution that can be delivered at an affordable cost with payback ideally within 12 months.
2) Solution approach using KbaseT...
