Database is at the heart of any good direct marketing strategy. In database marketing, customer information is utilized to generate targeted lists for various direct marketing communications.
Information that define consumer profile from geographical, demographic, psychographic and behavioral point of view are contained within a database. Models of customer behavior are developed using this information through statistical techniques, to select customers for direct communications.
The whole point of database marketing is to make sure that marketing communications are being directed toward the most receptive groups, for which a well profiled and accurate database and technology to implement the same becomes crucial.
We offer a range of services designed to help businesses effectively store, organize, manage, enrich, analyze and utilize their data assets.
Make informed decisions, improve targeting accuracy, increase campaign effectiveness, and ultimately drive better results and ROI using our data-driven marketing solutions.
There are two main types of marketing databases, Consumer databases and Business databases.
Consumer databases, often referred to as B2C data are primarily used by companies that sell to consumers directly. B2C data typically consist personal contact information, demographics, buying patterns etc.
B2C data helps businesses identify and target specific consumer segments with personalized advertisements across various channels.
Business marketing databases (B2B) cater to businesses offering products and services to other businesses. B2B data contain extensive information like financials, employee strength, industry, products etc. along with contact information of personnel across various functions of the company.
Data comes from a number of sources. For many businesses data gets collected as a part of typical business transactions, customer service, marketing and sales leads etc. This type of data on existing customers help in designing custom campaigns for customer retention, cross selling, up selling etc.
But for acquiring new customers, businesses need to rely extensively on third-party sources of data. Third-party data can be information captured by other organizations about their customers or a compiled list obtained through sweepstakes, online registrations, subscription forms, contests, events etc. Such data usually contain customer contact information, along with demographics and psychographics, some supplied by consumers, and others inferred by the data compiler.
