Marketing to consumers brings the same challenges whichever sector you are in.
Consumers aren't all the same, they move, change jobs, get married, have children and some don't. In order to sell to consumers businesses need to understand their own customers and what makes them buy from them.
Data Discoveries have a range of software and services which can help you.
We have a range of National and local businesses who use our services for marketing specific issues. This includes Matalan, Ticketmaster and CR Smith.
Use the tabs to learn more about how we can help improve your marketing.
Collecting Accurate Data and Keeping it That Way
Without accurate data, processes become complex, increasing workflow, headcount and ultimately costs. Ultimately the customer experiences bad service leading to more expense putting it all right. This vicious circle is usually the direct result of simple things like addresses being out of date or duplicate records in a database with the wrong actions against the wrong record. For example a 100,000 record database, often less than 1% of a company's database can have a 21% deceased and gone-away content just because the records are only a year old. The average cost of sending a letter is 34p which means a sunk cost of £7,140 alone in mailing the wrong address. The problem is how to deal with this constant change to keep costs under control AND your service high.
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Our Solution
Capturing the customers' name and address correctly and in a standard format will help minimise this problem. Get this right and the process of maintaining your customer database becomes a lot easier.
We have a range of capture applications that verify names and address, reduce key strokes and enter the information into the database/ document in a standard format. This reduces errors, fraud and duplicate database entries, saving you time and money.
Our maintenance applications access over 11 industry standard data files including suppressions, demographics, telephone numbers to ensure your database is accurate and up to date.
You can use our online service View or for more flexibility Enhance can be installed in-house giving you the flexibility and features that a bureau would have. Data Discoveries are the only company who supply solutions in this way.
Customer Tracing
The cost of acquiring new customers is higher than keeping an existing customer. Estimates vary but the rule of thumb is that it costs 800% more to find a customer than to keep an existing one. Successful direct marketers therefore create regular above and below the line campaigns to re-enforce customer acquision as well as campaigns to acquire new customers. The problem is that your data is getting out of date all the time.See solution
Our Solution
Data Discoveries' systems will take a customer file, verify the names and addresses as resident, deceased or goneaway and trace the Goneaways to their forwarding address. Uniquely our software are designed to be integrated into your systems so, the process becomes effortless and you don’t even have to think about it, it’s all done automatically. The big benefit being that every time you do a selection or run a count, your answers are accurate because you can be confident our data is accurate as it can be. Moreover, every time you make contact with your customers, your message gets through to the right person at the right time.Meeting Your Legal Requirements
There are a number of legal requirements that marketers have to adhere to and a raft of best practice in everything that you do.
It is a legal responsibility that an unsolicited telemarketing list should be been screened against the most recent Telephone Preference Service list (or has been in the last 28 days) to remove those who opted out before calling.
With regards to direct mail it is best practice to screen all lists against the mailing preference service and any in-house do not mail lists. It is also best practice to ensure the name and addresses are valid, accurate, conform to PAF standard and free from deceased individuals.
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Our Solution
Data Discoveries are licensees of the telephone preference service, corporate telephone preference service and many other preference and suppression files.
The quickest and easiest way to access these files is via View.
If you have regular files to process or a high volume of data you may want to install our data management software in house. A benefit of installing in-house is greater flexibility and integration with existing systems. We are the only supplier of data management software in this way. Contact us
Identifying Customer Opportunity
Your transaction data can only tell you the results of customer activity. As a result model this activity can only identify the types of people that buy. The outcome can therefore only be identifying more people of the same type to target with your for our outbound campaigns. The problem is that this becomes self perpetuating and the campaign results tail off. What you need to know is why people buy or not. What is it about them that make them behave in this way? The problem is that your transactional data can't answer these questions.
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Our Solution
We have access to a range of demographic information in order to enhance your customer data and build a better picture of who they are.
Our online data processing portal View includes this data in the free data audit - so you can understand your database and the benefits using our services will bring before parting with any money.
Enhance can be installed in-house and allows you to select from a number of classifications and variables to append to your data. After which you can profile your customers to fully understand them. If profiling of data analytics isn't your strength we have an expert team who can do this for you and present you the results and suggested actions from these.
- Learn more about Royal Mail's PAF file and how it can benefit your business.
- Direct Marketing Association is the membership body for all business involved in every aspect of Direct Mail. They also offer advice for consumers.
