This presentation explains what a marketing database is and what it can do for your marketing department.

1. “The right message for
each target group”
Addemar®
Marketing Database

2. Addemar® Marketing Database
1. Summary
2. About database marketing
3. About the marketing database
4. Which data?
5. Why outsourcing?

3. 1. Summary
“ For those who do not have a cristal clear
picture of their customer portfolio, will
hardly be able to extract strategic advantage
from this ”

4. 1. Summary
Over the last few years marketers can communicate
through loads of channels to its customers and
prospects.
There is an abundancy of tools and data. The
problem often is the unstructured way in which
data are stored and the lack of overview when it
comes to customer data.
This is a missed opportunity as the stored data are
an information treasure for more relevant
commercial campaigns.

5. 1. Summary
Addemar® offers a solution:
A marketing database where you can store,
manage and analyse all data.

6. 2. About database marketing
“ Database marketing aims at analysing
historical data to reveal customer
behaviour ”

9. 2. About database marketing
Database marketing vs. direct marketing
database marketing pays a lot more attention to
analysing customer data
Database marketing analysis – 2 groups:
Acquisition marketing:
- learning to understand potential customers
/ market
- how to attract new customers
Retention marketing:
- retain existing customers & get them to buy
more
- track down customers who are dropping out
& win back ex customers

10. 3. About the marketing database
No database marketing without a marketing
database. This database is by no means the same as
the classic operational database.
Operational database vs. Marketing database
Goal: optimal functioning Goal: just for marketers
of the company
-Efficiënt production -Generate orders
-Providing best service -Generate new leads
-Perfect accounting

12. 4. Which data?
The power of historicale data = predict the future
Therefore, collect all transactional and
communication data
Ongoing effort is imperative to keep a marketing
database up-to-date

13. 4. Which data?
The following data go in a marketing database:
- data from the operational database
(transactions and contact details)
- preferences & profiles of the customer
(interests, hobbies…)
- campaign & response history of marketing
campaigns (coupons…)
- enriched data supplied by third parties (Wegener…)

14. 4. Which data?
“If you want each message to be finetuned to
your target group, you need an up-to-date
marketing database”

17. 4. Which data?
Some tips:
- Gather as much socio-demografic data as
possible: contact details, gender, age,
profession, preferences, interests…
- Collect all customer communication: letters,
brochures, emails, products, surveys…
- Keep all response information from offline and
online campaigns
- Store all transactions

18. 4. Which data?
All these data help you to get a clear picture your
customers and segments:
Single Customer Overview

19. 5. Why outsourcing?
Internet is the backbone
of all marketing technology
and marketing communication.

20. 5. Why outsourcing?
Why outsource the putting up and management
of a marketing database?:
Because:
- it costs a lot of work and time
- the IT-department already is on overload
- computer systems are not adapted
- inhouse no required knowledge and competence
- constant maintenance required
Because specialised companies:
- do have the expertise and experience
- dispose of the required hard- and software
- can put up a database considerably faster
Because:
- you pay less
- you can start up faster
- you can focus on your core business

22. 5. Why outsourcing?
“ The Addemar® marketing database balances
the advantages of outsourcing with the
advantage of ‘complete control and access’
of an inhouse database ”

23. 5. Why outsourcing?
Reasons why you should outsource the putting up
and management of the marketing database to
Addemar®:
1. Addemar is unique:
Addemar is specialised in:
- marketing technology
- internet marketing
- web technology
Other players on the market have expertise in only
one of those domains

24. 5. Why outsourcing?
Reasons why you should outsource the putting up
and management of the marketing database to
Addemar®:
2. the Addemar®marketing database is unique:
- 360° multichannel - Use of collaborative
picture of the customer marketing tools
- Custom made for your - available 24/7
needs - online
- Storage data in a class A - user friendly and intuitive
data center
- SaaS principle

25. About Addemar®
Addemar® develops intelligent, do-it-yourself web-
based marketing solutions that enable companies to
create, launch and evaluate multi-channel
marketing campaigns.
Addemar®’s marketing data bank provides
marketers with a far-reaching analysis and reporting
environment in which to set up segmented and
targeted commercial campaigns.

26. About Addemar®
Addemar®, founded in 2003, now has more than
2000 users. More than 70 marketing and
communication agencies use Addemar technology to
develop direct marketing campaigns for their clients.
Our client portfolio includes famous names such as
Miele, DHL Emakina and Tequila/agency.com.
In 2006, Addemar received a gold “Seal of
Excellence” from the European Multimedia Forum
(www.e-multimedia.org) for its advanced user-
friendliness and high-grade performance.
Addemar is located at the Research Campus in
Hasselt.

27. Over Addemar®
Info:
www.addemar.com
sales@addemar.com
Addemar®.com, Research Campus Hasselt,
Kempische Steenweg 293/6 in B-3500 Hasselt
Tel: +32/11/850.670
Fax: +32/11/850.661