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LSC Digital: Database Design Process
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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 …

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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Transcript

  • 1. Engage Your Customers
    Marketing
    Database
    Design
    Process
  • 2. Data Strategy / Acquisition
    • Customers, Sign-Ups, Others
    • 3. Consumer Compiled
    • 4. Vertical Lists and Data
    Data Management
    • Persistent ID Creation
    • 5. Data Hygiene
    • 6. NCOA, Advanced / Proprietary NCOA
    • 7. Email Append
    • 8. Data Overlays
    Program Execution
    • Campaign Execution
    • 9. Email Delivery
    • 10. SMS/MMS Delivery
    • 11. Key Word / Banner Display Ads
    • 12. Direct
    Program Evaluation
    • Response Analysis
    • 13. Creative Testing
    2
    www.lscdigital.com
    25 March 2010
    The Best Acquisition Strategy
    Is a great retention program
  • 14. 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
    • 15. Identify Duplicates
    • 16. Build Promotion History
    • 17. Build Transaction History
    • 18. Append Overlay Data
    • 19. Append Email Addresses
    • 20. Append Phone Numbers
    • 21. Create Campaign Segments
    • 22. Email Deployment
    • 23. Digital Content Delivery
    • 24. Campaign Analysis
    • 25. Modelig
    3
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    25 March 2010
  • 26. 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
    4
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    25 March 2010
  • 27. 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
    5
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    25 March 2010
  • 28. 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.
    6
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    25 March 2010
  • 29. Customer Preference Rules
    Set campaign metrics that select customers based on their profitability channel preference
    Mail & Email
    Email Only
    Test Only
    7
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    25 March 2010
  • 30. 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
    8
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    25 March 2010
  • 31. Marketing Database Development
    Process
    Sales
    Begin
    Database
    Design
    High level
    Requirements
    Gathering
    Pricing
    Quote
    Design
    Document
    • Sales
    • 32. IT Pre-Sales gathers requirements
    • 33. Client writes brief RFP describing their needs or signs off on IT Pre-Sales scope
    • 34. Sales presentations
    • 35. IT supports presentation of Alterian product
    • 36. Sales
    • 37. IT Pre-sales
    • 38. Pricing is based on requirements, estimated complexity, and types of reports required
    • 39. Sales and IT agree on quote
    • 40. LSC Management signs off on quote
    • 41. Client Management accepts quote
    • 42. Sales and IT meet with client and IT develops a detailed scope document
    • 43. Changes versus high level assumptions are identified
    • 44. Significant changes may require a new pricing quote – Sales/Project Manager agree on quote
    • 45. Client commits to scope, pricing and time frame
    • 46. IT-Systems Analyst begins to design database
    • 47. Project Manager defines time frame for deliverables with major milestones
    • 48. Project Manager tracks development and identifies design changes that could be billable
    • 49. Project Manager/Sales agree on billable additions and present change requests to client
    25 March 2010
    9
  • 50. 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
    • 51. Procedures are developed for regular updates
    • 52. IT- Systems Analyst leads programming development team
    • 53. Procedures are developed for regular updates
    • 54. Client Provides user acceptance test plan
    • 55. IT Systems Analyst and development team set up testing for database functionality
    • 56. Reports are tested for accuracy
    • 57. Client is given a test database with documentation
    • 58. Client identifies changes and errors versus specification
    • 59. Project manager creates a client issue list with cost quotes for changes to specifications
    • 60. Project manager/Sales agree on billables
    • 61. Client agrees to cost changes
    • 62. Final Design Documentation is developed
    • 63. Database CSR documents additional requirements and provides quotes
    • 64. Stable database is in place before more changes are made and before committing to biweekly or weekly updates
    25 March 2010
    10