LSC Digital: Database Design Process


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This slideshow outlines LSC Digital's process of building, maintaining, and executing a customer database across multiple channels, including e-mail, PPC and Internet display ads, and traditional direct mail.

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LSC Digital: Database Design Process

  1. 1. Engage Your Customers<br />Marketing<br />Database<br />Design<br />Process<br />
  2. 2. Data Strategy / Acquisition<br /><ul><li>Customers, Sign-Ups, Others
  3. 3. Consumer Compiled
  4. 4. Vertical Lists and Data</li></ul>Data Management<br /><ul><li> Persistent ID Creation
  5. 5. Data Hygiene
  6. 6. NCOA, Advanced / Proprietary NCOA
  7. 7. Email Append
  8. 8. Data Overlays</li></ul>Program Execution<br /><ul><li>Campaign Execution
  9. 9. Email Delivery
  10. 10. SMS/MMS Delivery
  11. 11. Key Word / Banner Display Ads
  12. 12. Direct</li></ul>Program Evaluation<br /><ul><li> Response Analysis
  13. 13. Creative Testing</li></ul>2<br /><br />25 March 2010<br />The Best Acquisition Strategy<br />Is a great retention program<br />
  14. 14. Marketing Database Structure<br />Consumers<br />Households<br />I. Input<br />Policies<br />Management<br />Claims<br />Customer Service<br />Prescriptions<br />Producers<br />Providers<br />Employers<br />Plans<br />II. Key Lookup<br />III. Household<br />Merge/Purge<br />IV. Individual<br />Merge/Purge<br />V. Business<br />Rules/ Database<br />Interaction<br />VI. Transaction<br />Processing<br />Marketing DB<br />VII. Post Process/<br />Summarization<br />DSS<br />VIII. Reporting<br />Exception Handler<br />Reports & E-Mail<br />Demographics<br />Lifestyle<br />Ethnicity<br />Socio-<br />Economic<br />Financial<br />Combine customer and overlay data to increase campaign profitability<br />Campaign Management<br />Data <br />Transformations<br />industry<br />Data <br />Enhancements<br />Data<br />Sources<br />Data Enhancement<br />Platform<br />Alterian Database <br />Platform<br />Create Responsive<br />Market Segments<br />Transformation <br />Methodology<br />(ETL)<br />PCD <br />Fulfillment<br />iContacts<br />Websites<br />Others<br /><ul><li>Clean, Audit & Hygiene Data
  15. 15. Identify Duplicates
  16. 16. Build Promotion History
  17. 17. Build Transaction History
  18. 18. Append Overlay Data
  19. 19. Append Email Addresses
  20. 20. Append Phone Numbers
  21. 21. Create Campaign Segments
  22. 22. Email Deployment
  23. 23. Digital Content Delivery
  24. 24. Campaign Analysis
  25. 25. Modelig</li></ul>3<br /><br />25 March 2010<br />
  26. 26. Acquire, Upsell, Retain<br />“Filling the Funnel”<br />Marketing -Targeting - Offers<br />Segmentation - Execution - Driving Sales - Building eLists<br />Marketing <br />“3rd Party Happiness”<br />Through the Door Traffic (retail) <br />Reservations (restaurants)<br />Appointments (medical)<br />Advertising<br />“More Happy Customers”<br />Higher Conversions<br />Higher Renewals <br />Referrals / Tell a Friend<br />Loyalty <br />Optimize acquisition of customers, serve them offers, renew them<br />4<br /><br />25 March 2010<br />
  27. 27. Direct Revenue Tracking<br />Marketing<br />Offer Received<br />Subscribes<br />To Magazine <br />And or <br />eNewsletter(s)<br />Shops<br />Attends <br />Seminars<br /> and Screenings<br />Direct revenue is tracked from the person who received the communication with the offer to subscribe.<br />Dines<br />Subscriptions, eNewsletter Signups, Clicks on Advertiser Websites are all Tracked within the Marketing Database from your desktop<br />5<br /><br />25 March 2010<br />
  28. 28. Models for Best Results<br />Every campaign is tracked and optimized for profitability – from expire mailings to PPC Ad Banners<br />Expired Subscribers<br />Modeled Samples<br />(n =30,000)<br />Expired Subscribers<br />Random Sample<br />(n = 50,000)<br />10%/90%<br />Ratio<br />Model<br />Development<br />(Test)<br />16,900<br />Model<br />Validation<br />16,900<br />Model<br />Development<br />(Test)<br />700<br />Model<br />Validation<br />700<br />Both Analysis and Validation Samples would be composed of a Target and Comparative Universe.<br />6<br /><br />25 March 2010<br />
  29. 29. Customer Preference Rules<br />Set campaign metrics that select customers based on their profitability channel preference<br />Mail & Email<br />Email Only<br />Test Only<br />7<br /><br />25 March 2010<br />
  30. 30. Next Steps<br />LSC will provide a technology presentation detailing the following benefits:<br />How desktop access to all customers attributes and campaign history will increase their lifetime value (LTV)<br />How better customer retention marketing will lead to better acquisition results by a) lowering the cost per order, b) by increasing volume and c) increasing conversions<br />LSC will conduct a brief pre-sales business requirements gathering session and then present a proposal and a proposed project plan with milestones<br />8<br /><br />25 March 2010<br />
  31. 31. Marketing Database Development<br />Process<br />Sales<br />Begin <br />Database <br />Design<br />High level <br />Requirements<br />Gathering<br />Pricing<br />Quote<br />Design <br />Document<br /><ul><li>Sales
  32. 32. IT Pre-Sales gathers requirements
  33. 33. Client writes brief RFP describing their needs or signs off on IT Pre-Sales scope
  34. 34. Sales presentations
  35. 35. IT supports presentation of Alterian product
  36. 36. Sales
  37. 37. IT Pre-sales
  38. 38. Pricing is based on requirements, estimated complexity, and types of reports required
  39. 39. Sales and IT agree on quote
  40. 40. LSC Management signs off on quote
  41. 41. Client Management accepts quote
  42. 42. Sales and IT meet with client and IT develops a detailed scope document
  43. 43. Changes versus high level assumptions are identified
  44. 44. Significant changes may require a new pricing quote – Sales/Project Manager agree on quote
  45. 45. Client commits to scope, pricing and time frame
  46. 46. IT-Systems Analyst begins to design database
  47. 47. Project Manager defines time frame for deliverables with major milestones
  48. 48. Project Manager tracks development and identifies design changes that could be billable
  49. 49. Project Manager/Sales agree on billable additions and present change requests to client </li></ul>25 March 2010<br />9<br />
  50. 50. Marketing Database Development<br />Process<br />Client <br />testing and<br /> signoff <br />Converts and<br /> Production<br />Requirements<br />Testing<br />Internal<br />Database <br />Production <br />Database<br />Development<br /><ul><li>IT defines requirements for converts, production, and special processing
  51. 51. Procedures are developed for regular updates
  52. 52. IT- Systems Analyst leads programming development team
  53. 53. Procedures are developed for regular updates
  54. 54. Client Provides user acceptance test plan
  55. 55. IT Systems Analyst and development team set up testing for database functionality
  56. 56. Reports are tested for accuracy
  57. 57. Client is given a test database with documentation
  58. 58. Client identifies changes and errors versus specification
  59. 59. Project manager creates a client issue list with cost quotes for changes to specifications
  60. 60. Project manager/Sales agree on billables
  61. 61. Client agrees to cost changes
  62. 62. Final Design Documentation is developed
  63. 63. Database CSR documents additional requirements and provides quotes
  64. 64. Stable database is in place before more changes are made and before committing to biweekly or weekly updates</li></ul>25 March 2010<br />10<br />