patrick zuluaga | emsa 2010

Why your database should be your best

friend

Patrick Zuluaga, Director, PMZ Marketing

CONTENT IS KING

DATABASE IS QUEEN

CONTENT IS KING

View your Database

• As a resource asset and a goldmine• As a source of marketing intelligence• As a tool to build relevance• As a means to nurture relationships• …

Making the most of your Database

1. What is your database objective?

2. What information is available?

3. How can the information be captured?

4. How can you use the information?

5. What is the best way to segment your database?

Database Objectives

• Generate sales revenue• Retain customers & build loyalty• Develop an engaged referral network• Marketing research – data mining• …

What information is required?

• What is currently available?– Additional information

• One or more databases• Database fields

– Visibility– Mandatory

• How will it be updated?

Growing & capturing information

• Exchange valuable information• Run competitions• Subscription programs & campaigns• Special offers• Viral & social media• Preference centres• Collect information at all contact points

Using the information

• Identify database market opportunities

• Segment to target the database

• Personalize where it adds value

• Prepare relevant and compelling offers

• Test

Segmenting the database

• Mine the database for its potential• Define your database segments

– Right size to be worth the effort– Actionable information– Make the segment specific– Unique, identifiable & different– Discernable link to the focus of the email message

• Narrow your target & pull the trigger• Relevancy drives response & results

Four ways to segment

1. Financial: Revenue generated from the customer transactions

2. Demographic: Describing customers in terms of their personal characteristics

3. Geographic: Describing customers in terms of their physical location

4. Psychographic or Behavioural: Describing customers in terms of their preferred activities and actions

Database Segmentation

• Campaign metrics (use lateral thinking)– Unique & repeat opens– Click-thru’s– Recent & existing subscribers– Active & non-active

• Demographics • Online Behavior

– Preferences– Timing or event-based

Database Segmentation

• Prospects & potential buyers– New or nurturing– Hot, warm & cold lists– Industry– Affiliates– Product use– Gender

Database Segmentation

• Customers & Clients– Status (i.e. VIP, repeat)– Contribution (Pareto’s

80/20 rule)– Length of relationship /

loyalty– Purchase activity & history

• Replenishment

– Acquisition channel– RFM: recency, frequency &

monetary

Recency, frequency & monetary

• Recency– Date of last purchase or click-thru or lead-

generation conversion

• Frequency– Number of times purchased or clicked or

conversions

• Monetary– Amount spent or other value based factor

LOVE & NURTURE YOUR DATABASE AND

Your database is your friend

IT WILL PAY YOU MANY TIMES IN RETURN!

PATRICK ZULUAGA, DIRECTOR, PMZ MARKETING

Q & A