Create more personalized engaging and profitable customer relationships by implementing these 5 steps as you develop your marketing database.

Creating a personalized one to one relationship with customers can be achieved through the use of data driven insights derived from a marketing database.

“The average company has a great deal of information on their customer, but frequently it is not connected. When marketers have the ability to query all their customer data, the factors that impact consumer buying behavior are highlighted,” said Don Monell, New Business Development Director.

Here are the steps to take before creating a marketing database.

Step 1. Begin At The End. Define your Objectives and Key Performance Indicators. Determine the information you would need to craft the perfect campaign. What customer information is needed? Maybe their age, last transaction date, purchase frequency, purchase amount, items they purchase or ways they have responded to promotions in the past. Determine what a successful campaign would look like. Consider future campaigns and initiatives. Determine how those goals will be realized through the use of a database. For example:

  • Take advantage of marketing automation to reduce workloads
  • Create more personalized engaging campaigns
  • Save time by analyzing streamlined promotional results

How will you measure the success of your database solution?

Step 2. Develop Desired Reports. Review the reports currently being used. Then create dream sample reports that take all of the data points theorized in step one for this “perfect campaign”. These sample reports will allow the developer of a custom database to make sure that all of the data is included. Allowing for an easily accessible online query system that can be used as the basis of campaigns. These reports will be used in steps 3 and 4.

Step 3. Determine What Data You Have. Work with your team to determine what customer data you have. Take the data and fill in the sample reports from step 2. This will show what data you’ll need to acquire in order to more meaningfully personalized messages to your customers.

Step 4. Clean, Normalize and Acquire. Make sure all the data you have on your customers is accurate. Take the reports from step 2 and work with a data partner like Anchor Computer to clean, normalize and acquire the data you’re missing. This will ensure you have all the information you need when you build your database.

Step 5. Select a Database Partner. Work with that partner to create a realistic budget. It is often less expensive than you might think to create a real time database that is accessible 24x7x365.

“Anchor Computer offers a completely custom database solution that features an omnichannel marketing automation platform with built in email. This solution allows marketers to use data driven insights to better personalize messages to customers based on real time relevant information. We will be reviewing this solution during our webinar on September 17th 2015 at 2pm. I would like to invite anyone considering a marketing database or marketing automation platform to attend,” said Jim Spillane, Vice President of Database Solutions.

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