Essential training to help you understand and analyse your data and get the most from your investment in DM technologies!

For those of you who are keen to understand the methodologies Tech4T apply when preparing, merging or analysing data, or building a database marketing targeting system, we would be pleased to develop a tailored skills-transfer session working with your own data. You can then experience the typical problems and resolutions first hand. 

In addition, for all of the software we supply, we can provide 'one-stop' single-source training, with courses customised or specially developed to meet your specific business objectives, again optionally using your own data. 

Subjects covered include: data audit, improvement and enrichment; analysis - including data mining, profiling, segmentation, predictive and response modelling, market research, statistics and reporting; marketing database development, campaign targeting and database marketing. 

And for those of you who would prefer shorter but regular skills-transfer sessions to improve product understanding or operational processes, we can prepare tailored training sessions with supporting documentation, and deliver courses through on-line web conferencing.

Are you new to direct marketing and interested in understanding how data can be used to improve your bottom line? Then we really recommend that you purchase a copy of one of few reference books that takes you step by step though the data-driven and analytical marketing process - 'The New Direct Marketing'. Click here for more details and to order a copy on line. If you would like us to email you a leaflet and order form,

Summary

Accurate customer knowledge is a valuable asset but with so many sources of additional information, how do you get to see the big picture and know to what effect which pieces of data count? ‘Mining’ your data is the way forward and gaining the right skills in this complex subject is fundamental to making sure your marketing, analysis and targeting objectives are always fully met.

• See immediate results whilst meeting specific project goals with training based around your own data

• Realise the full income potential from your data and your customers

• Increase efficiency and productivity saving you both time and money

• Maximise the return on your marketing and/or software investment 

Technologies4Targeting can provide you with ‘hands-on’ expertise across all the software we supply together with specific methodology skills. This includes Data Improvement, Analytics, Campaign Targeting (KbaseT) and reporting. Software training includes:

Customer and prospect data management/improvement - data audit and file conversion with: DBMS/Copy (inc. DBMS/Explorer) and DBMS/Compare..., address improvement and Mailsort with: Global Address, Matchcode and Sortcode; de-duplication and merge/purge with: DoubleTake; mixed field/name splitting, name casing, genderising... with: Personator, StyleList, Right Fielder and Dirty Harry

Customer analytics - data restructuring, data mining and analysis with: FastStats Discoverer, SPSS, AnswerTree (inc. CHAID), 4Thought..., market research surveys with: QPSMR...; mapping with: Tactician, SPSS Maps, MapPoint...

Campaign targeting and database Marketing - user, administration, system design, implementation with: KBaseT (Powered by FastStats.NET), FastStats Weblink, FastStats Discoverer, KbaseT Lite (FastStats Classic)  

Measurement and Reporting - with: ORA, Cognos PowerPlay, Cognos Impromptu...

The Detail

Independent of software authors, Technologies4Targeting supply ‘best of breed’ solutions that mix training, software, support and consultancy elements to suit the specific needs of both you and your business. You can be confident that any issues or software conflicts are fully resolved through the ‘one-stop’ training and support service you will receive  across all the software we supply!

Training and evaluation workshops can be undertaken both on-site or preferably at our Peterborough offices where you will benefit from data transformation and analysis of your own data - even working with very large files.  To maximise skills-transfer, courses are best limited to either two or three people per class. Training modules can also be mixed and matched to meet your specific needs and competencies.  

Technologies4Targeting offers three unique approaches to skills-transfer:

1) Data improvement, merge/purge, analysis and targeting workshops

Improve address and data quality, remove duplicates, mere un-linked files, uncover patterns and traits in your data and derive marketing and targeting intelligence. These linked and fully tailored workshops show you how to audit, clean and enhance your data, conduct varying forms of statistical analysis to measure and improve customer acquisition, cross-selling, up-selling and retention strategies, review results through a ‘learning’ framework and combine the enriched data in a marketing information delivery/targeting system. Thought provoking and focused on optimising the value of your customer base, our workshops help ensure cost-effective customer management.

• Data improvement - laying the foundations with accurate data. Taking you from the essential data audit stage, through database content comparison, address enhancement, name and field formatting, de-duplication, multi-file merge/purge, to record consolidation and how to update your host database, re-parenting any orphan transactions.

• Data preparation for data mining and marketing analysis.  Getting started with the analysis essentials - file  sorting, selection, transformation, missing value analysis, date conversion, data banding, labelling, cross-tabs, graphing, task automation and elementary data analysis.

• Lifetime value analysis. How to measure customer cost and profitability. Understand purchasing patterns and find out how to apportion promotional spend correctly in order to maximise return on marketing investment. Techniques include data acquisition and computation methodology, file and record merge, aggregation, file flattening, split file processing, predictive modelling and ‘marketing effort’ scoring...

• Database segmentation and profiling (including Recency, Frequency and Value). How to track customer movement in terms of changing profiles, develop successful and appropriate cross-sell and up-sell contact strategies and improve targeting. Techniques include correlation, weighting, ranking and scoring, factor and cluster analysis...

• Modelling for improved campaign response and reduced fraud. To identify database segments more likely to respond to specific offers and to predict future sales and purchase activity together with customers likely to cause bad debt. Techniques typically include sampling, marketing profit and loss, predictive and response modelling, AnswerTree (inc. CHAID) modelling, logistic regression, discriminant analysis... 

• Churn or customer attrition analysis. Find out why customers defect, develop corrective retention and acquisition strategies and help define service levels to maximise loyalty. Techniques usually applied include predictive modelling, competitor analysis, forecasting...

• Campaign targeting.  Using the knowledge acquired from the earlier processes, define the content of your market targeting system, develop a proof-of-concept and prototype, add descriptive labels, load your data, learn how to test the build process, defining and configuring the IT infrastructure... then using the system with propensity modelling, scoring, mapping and campaign planning. 

2) Customised ‘solution based’ training - developed to match your specific objectives and structured around your data

A typical engagement might comprise initial in-depth discussions focusing on your business needs, agreeing training requirements, success criteria and developing a programme of delivery. Costing for this type of training is quoted on an individual basis with development time for any prototype systems, customised help files or tailored course materials built in.

Alternatively, you may need to FastTrac the whole process. After agreeing on your objectives we guide you through the stages from raw data to final analysis. Your close involvement ensures you are acquiring real skills while achieving real results.

A typical FastTrac training workshop could start from your raw data, progress through file conversion, audit, data improvement, de-duplication, file merging, de-normalisation, data transformation and new field computation, to final analysis, data mining, segmentation, profiling and predictive modelling. The final output could include presenting your data and analysis in pilot KbaseT, FastStats Discoverer, PowerPlay, ORA, etc. systems together with maps, reports and slide shows.

FastTrac sessions can also be cantered around specific software if required - i.e. AnswerTree.

As an example, these were the benefits for one client :- Following a 5-day hands-on FastTrac training session on improved targeting, our client saved over £100,000 on a single campaign's mailing costs and lifted top cell response from 2.5% to 6%!

3) Product based training, using demonstration data

To ensure users fully understand how to operate software effectively and help them apply the varying functionality to solve marketing, data, analysis and targeting problems. Product based training is designed to get new software users up to speed in the shortest possible time.

Please plan your training needs well in advance and allow adequate time for the development process. Also please ensure that you have identified exactly what you want to achieve from the training and how you will measure its success. To book your training or obtain further details, click the call-back link at the bottom of the page or call +44 (0) 1733 890790.

Remember, if you need training in any aspect of the solutions we supply or need to acquire skills in an area not shown on this page, please call. We can generally develop a course matched to your specific objectives!