Table of Contents
Business to Business Lists and Data
The UK Business Marketplace
BUSINESS DATA IS COMPLEX
Business Data
INTERNAL DATA
INTERNAL DATA
Your own data - The data audit
List Quality
The Importance of the Right List
The Importance of the Right List
Business List sources
Trends in Business Lists
RESPONSE LISTS
Controlled Circulation Readers
Exhibition Attendees
COMPILED DATABASES
Co operative Databases
Data Supply
Choosing a list supplier
Thinking outside the box
The List Brief
KEY CONSIDERATIONS
Ask Questions
How much will you pay?
Test different lists
Useful Web Sites
Business Lists
Segmentation and Profiling
Some definitions
Exercise results
Case study what did Aquapure really do?
PPT Slide
PPT Slide
PPT Slide
PPT Slide
PPT Slide
PPT Slide
PPT Slide
Summary Profile Information
Applications
Methods of Segmentation
In house or outsource?
PPT Slide
Database Marketing
A Prophecy Come True
DATABASE MARKETING
WHAT IS DATABASE MARKETING?
Knowledge
Turning data into knowledge
The Strategic Role of Database Marketing
The role of the Database in the direct marketing process
‘Relationship Management’
MORE BANG FOR YOUR BUCKS!
Some Thoughts on Relationship Management
DATA IS THE DATABASE BUILDING BLOCK
DATA INTEGRITY
DATA - the essential questions
DATA - remember to KISS
Address Components
UK Address Components
UK Data Components
Business Marketing Database Applications
Integrated Marketing Information Systems
Key Database Applications
Planning
Planning Communication Objectives
Contact Management
Channel Management
Response Management
Managing The Sales Cycle
Customer Service
Monitoring Performance
Analysis & Modelling
SUMMARY
Database Project Planning
Set Up Project Team
7 PROJECT STEPS
ORGANISATION IMPACT
PLAN FOR CHANGE
PLAN FOR CHANGE (2)
Marketing database packages
Package v Bespoke
In house v Bureau Disadvantages
In house v Bureau Advantages
Summary of basic software requirements
WHAT WE’VE BRIEFLY COVERED
Legalities Data Protection act 1998
Legalities Telecommunications Act 1999
Legalities Telecommunications Act 1999
Where to go for further help
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