LSC Digital: Database Design Process

Engage Your Customers
Marketing
Database
Design
Process

Data Strategy / Acquisition
Customers, Sign-Ups, Others
Consumer Compiled
Vertical Lists and Data
Data Management
Persistent ID Creation
Data Hygiene
NCOA, Advanced / Proprietary NCOA
Email Append
Data Overlays
Program Execution
Campaign Execution
Email Delivery
SMS/MMS Delivery
Key Word / Banner Display Ads
Direct
Program Evaluation
Response Analysis
Creative Testing
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25 March 2010
The Best Acquisition Strategy
Is a great retention program

Marketing Database Structure
Consumers
Households
I. Input
Policies
Management
Claims
Customer Service
Prescriptions
Producers
Providers
Employers
Plans
II. Key Lookup
III. Household
Merge/Purge
IV. Individual
Merge/Purge
V. Business
Rules/ Database
Interaction
VI. Transaction
Processing
Marketing DB
VII. Post Process/
Summarization
DSS
VIII. Reporting
Exception Handler
Reports & E-Mail
Demographics
Lifestyle
Ethnicity
Socio-
Economic
Financial
Combine customer and overlay data to increase campaign profitability
Campaign Management
Data
Transformations
industry
Data
Enhancements
Data
Sources
Data Enhancement
Platform
Alterian Database
Platform
Create Responsive
Market Segments
Transformation
Methodology
(ETL)
PCD
Fulfillment
iContacts
Websites
Others
Clean, Audit & Hygiene Data
Identify Duplicates
Build Promotion History
Build Transaction History
Append Overlay Data
Append Email Addresses
Append Phone Numbers
Create Campaign Segments
Email Deployment
Digital Content Delivery
Campaign Analysis
Modelig
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25 March 2010

Acquire, Upsell, Retain
“Filling the Funnel”
Marketing -Targeting - Offers
Segmentation - Execution - Driving Sales - Building eLists
Marketing
“3rd Party Happiness”
Through the Door Traffic (retail)
Reservations (restaurants)
Appointments (medical)
Advertising
“More Happy Customers”
Higher Conversions
Higher Renewals
Referrals / Tell a Friend
Loyalty
Optimize acquisition of customers, serve them offers, renew them
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25 March 2010

Direct Revenue Tracking
Marketing
Offer Received
Subscribes
To Magazine
And or
eNewsletter(s)
Shops
Attends
Seminars
and Screenings
Direct revenue is tracked from the person who received the communication with the offer to subscribe.
Dines
Subscriptions, eNewsletter Signups, Clicks on Advertiser Websites are all Tracked within the Marketing Database from your desktop
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Models for Best Results
Every campaign is tracked and optimized for profitability – from expire mailings to PPC Ad Banners
Expired Subscribers
Modeled Samples
(n =30,000)
Expired Subscribers
Random Sample
(n = 50,000)
10%/90%
Ratio
Model
Development
(Test)
16,900
Model
Validation
16,900
Model
Development
(Test)
700
Model
Validation
700
Both Analysis and Validation Samples would be composed of a Target and Comparative Universe.
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25 March 2010

Customer Preference Rules
Set campaign metrics that select customers based on their profitability channel preference
Mail & Email
Email Only
Test Only
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25 March 2010

Next Steps
LSC will provide a technology presentation detailing the following benefits:
How desktop access to all customers attributes and campaign history will increase their lifetime value (LTV)
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
LSC will conduct a brief pre-sales business requirements gathering session and then present a proposal and a proposed project plan with milestones
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25 March 2010

Marketing Database Development
Process
Sales
Begin
Database
Design
High level
Requirements
Gathering
Pricing
Quote
Design
Document
Sales
IT Pre-Sales gathers requirements
Client writes brief RFP describing their needs or signs off on IT Pre-Sales scope
Sales presentations
IT supports presentation of Alterian product
Sales
IT Pre-sales
Pricing is based on requirements, estimated complexity, and types of reports required
Sales and IT agree on quote
LSC Management signs off on quote
Client Management accepts quote
Sales and IT meet with client and IT develops a detailed scope document
Changes versus high level assumptions are identified
Significant changes may require a new pricing quote – Sales/Project Manager agree on quote
Client commits to scope, pricing and time frame
IT-Systems Analyst begins to design database
Project Manager defines time frame for deliverables with major milestones
Project Manager tracks development and identifies design changes that could be billable
Project Manager/Sales agree on billable additions and present change requests to client
25 March 2010
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Marketing Database Development
Process
Client
testing and
signoff
Converts and
Production
Requirements
Testing
Internal
Database
Production
Database
Development
IT defines requirements for converts, production, and special processing
Procedures are developed for regular updates
IT- Systems Analyst leads programming development team
Procedures are developed for regular updates
Client Provides user acceptance test plan
IT Systems Analyst and development team set up testing for database functionality
Reports are tested for accuracy
Client is given a test database with documentation
Client identifies changes and errors versus specification
Project manager creates a client issue list with cost quotes for changes to specifications
Project manager/Sales agree on billables
Client agrees to cost changes
Final Design Documentation is developed
Database CSR documents additional requirements and provides quotes
Stable database is in place before more changes are made and before committing to biweekly or weekly updates
25 March 2010
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LSC Digital: Database Design Process

by List Services Corporation on Mar 25, 2010

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