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Build and maximize consumer database value

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Matt Bateman
Matt Bateman

Viva9 Canberra Presentation as part of the IPMG digital gov't presentation.

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Building and Maximising Value from a consumer database March 2010 Matt Bateman MD Viva9 Pty Ltd Twitter: @matthieub
The Power of Social...
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building a Database ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do you build an effective database? ,[object Object],[object Object],[object Object]
Performance Marketing Model
Lifecycle of an eDM customer Initial Offer ‘ Dowlnoad Information’ ‘ Register for free’ $3 CPL un-targeted Profile Customer Commercial Rel’ship Continue conversation via Targeted eDM Build audiences Market to them Achieve end result – ROI
Meet Sandy Age: 40s ,[object Object],[object Object],[object Object],Worries about: Mortgage Paying for kids education MGB for the household Medium to Heavy Internet User Cares about: The Environment Education
Sandy’s Journey
Australia Post – Australian Lifestyle Survey ,[object Object],Hi Sandy, Latest Survey Offer for Household Surveys members
Meet Rob ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Survey Choice Landing Page
4 Rules for generating an email database
Rule No.1 – Understand your target audience & aims ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rule no. 2 - 3Ts and an A ,[object Object],[object Object],[object Object],[object Object],Source: Lee Hopkins 2009 – Better Communication Results
Rule 3 Optimise and test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rule 4 – Once you’ve got them, don’t forget them ,[object Object],[object Object],[object Object],[object Object]
Building a database – cost effectively ,[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object],[object Object]
Questions?

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