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DM Agency Training Masterclass Sample Slides From Data Section


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Sample of DM masterclass training for Agencies. For more details visit

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DM Agency Training Masterclass Sample Slides From Data Section

  1. 1. A window of opportunity for THE DATA BRIEF Market your business with the power of mail
  2. 2. Contents •General overview of how type of campaign objective will influence the data strategy using the ACPPR model •How to design a data strategy and develop a data brief
  3. 3. Objective Enable you to have meaningful conversation with client about their data Work with them to get the most out of the data Add value as an agency Not going to be a Database Marketer at the end of today
  4. 4. Data Objectives What is the clients marketing objective? • If customers aren’t aware of you, they can’t consider you • If they don’t consider you, then they can’t prefer you • If they don’t prefer you, they won’t purchase from you • If they don’t purchase from you, they can’t experience your competitively superior services and be retained and you can’t cross/up sell to them
  5. 5. What Data Strategy: A 6 step process Who Why How Where When Data Strategy
  6. 6. 2. Who Segmentation and profiling •Should be based upon insights •Customer [Attitudinal, Behavioural, Predictive, Demographic, Ethnographic………….] •Market [Lifestage, PEST,…….] •Competitor •Product/Service •What capabilities do you have, what does the client have – do you need to outsource •What level of segmentation is required •Only segment to the level that a different action/response is profitably achievable •What testing and tracking will you need to support this
  7. 7. 2. Who RFM analysis Want to figure out who is most likely to respond? •Recency: Tends to be the biggest indicator of response, customers who have recently purchased from you are more likely to respond •Estimate the active lifetime of your customers – use as a guide as to how far back to go in your data •Divide the remaining database into quintiles, code the most recent as 1 and the oldest as 5 •Need to keep coding up-to-date! •Frequency: How often they use/purchase, not as strong as Recency, but useful •Divide data into quintiles and code each quintile 1-5, 1 being the most frequent. •Monetary: Total spend, again not as strong as Recency •Divide into quintiles and code 1-5, 1 being most valuable Customers with codes 1,1,1 will always respond better than other groups Tip: do RFM before selecting test groups….
  8. 8. 2. Who Some metrics to help find the optimum balance? •Lifetime value: longterm view of the value of a customer net profit (p.a.) x average customer lifetime (p.a.) number of customers •Breakeven: Can estimate how many customers required to recoup costs of campaign Campaign Costs = Min number of customers Profit per customer •ROI: Return on Investment – can be a complex calculation or as simple as Campaign profit or Profit per customer Campaign cost Cost per customer •Sensitivity analysis –how a change in each variable impacts the overall results Tip: More comprehensive techniques available either online, or available to purchase or talk to an accountant ….
  9. 9. 3. Where Data Acquisition •Don’t have a database •Rent a list •Buy a list •In house or outsource •Don’t have a readily available database or list to buy or rent : need to get the data directly from the customer •Do have a database but need more •Augment data with additional information •Database ready to go •Really, are you so sure…….the AA of data quality •Accuracy – information is correct, relevant and up to date •Available – in the right format, coverage and permission to use Data Testing •Will cover testing in separate section
  10. 10. 4. When •Timing •When should you start collecting data •Immediately of course? •How soon should you start analysing the data •Lead-time to first review with client •When should you stop collecting data •Frequency •How often to communicate with customers should be data driven, in turn the frequency of listening/analysis should be driven by expected response frequency •What has worked historically •What is feasible within the budget •What makes sense based upon clients requirements •Crystal Ball •Propensity modelling •Use what you know about existing customers and apply to the great unknown •Early life analysis •Use early indicator targets based upon prior knowledge •RFM
  11. 11. 5. Why •Data Protection •Are you registered? •Data Protection – the rules • Fair obtaining & processing of personal data • Specifying the purpose of the data & using or disclosing it for that purpose • Security of Personal Data • Accurate & up to date • Adequate, relevant & not excessive • Retention of Personal Data • Right of notification • Restriction on transfer of data outside of the State •Data Security (not just for personal data) •Always encode •Always lock •Always shred •Verify third parties are compliant (ISO 27001) Always use protection
  12. 12. Data Case study Savvi Formalwear, a national marketing cooperative comprised of 35 independent formal wear retailers, wanted to connect with bridal prospects while maintaining the members’ own branding and regional flair. The solution: SavviOne, built on Montage Graphics’ ParticleLogic one-to-one platform, which delivers uniquely branded direct mail, e-mail and personalized landing pages. Key elements are image personalization, variable coupon offers, regional ethnicity imagery, retailer branding and store locator maps. A keepsake-grade mailer builds brand affinity — and drives brides to a Savvi Formalwear store or Web site. Savvi Formalwear now competes successfully against larger companies with cutting-edge personalized communications. Company: Savvi Formalwear, Agency: Montage Graphics