The document discusses Addemar Marketing Database, which allows companies to store, manage, and analyze customer data in one centralized database. This provides marketers with insights into customer behavior to tailor targeted marketing messages. Outsourcing to Addemar offers advantages like expertise, ready-to-use marketing tools, and focus on core business operations.
Presentation by Dave Frankland, Principal Analyst, Forrester Research. Given at the PMA Digital Marketing Summit: Fast Forward 2011 on December 3, 2009
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Marketers maintain database of customers.
Learn how marketers use the customer database to maximize their profit and its pros and cons.
Kokio Corporate Presentation -
Kokio is a marketing and sales technology company based in Lagos, Nigeria.
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Presentation by Dave Frankland, Principal Analyst, Forrester Research. Given at the PMA Digital Marketing Summit: Fast Forward 2011 on December 3, 2009
Database Marketing, part two: data enhancement, analytics, and attribution Relevate
Part 2 of our 3-part series on database marketing where we will give you the roadmap you’ll need to successfully manage your marketing database for increased marketing success.
The webinar is presented by industry experts Andy Pappas, VP, Database Marketing & Analytics, and Tom Guernon, Director Sales.
You'll Learn:
-Data Enhancement: How external data and hygiene best practices can impact your programs
-How to employ Smart profiling for the best in audience selection for solicitation efforts
-Predictive Analytics including modeling and performance indicators to rank who is most likely to respond to your offers
-Campaign Attribution & Reporting: Common reporting functions and how to set these up to measure your campaign success
What are the pros and cons of database marketing ? Sameer Mathur
Based on the chapters from A South Asian Perspective by Philip Kotler
Marketers maintain database of customers.
Learn how marketers use the customer database to maximize their profit and its pros and cons.
Kokio Corporate Presentation -
Kokio is a marketing and sales technology company based in Lagos, Nigeria.
Kokio provides CRM solutions that help businesses transform sales, marketing and service operations.
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-Reporting: Common reporting functions and how to set these up to measure your campaign success
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Database marketing, part 1 roadmap to successRelevate
Learn:
-Database marketing: Why you need it and how to get started today
-Data hygiene: How to regularly cleanse your database to make sure you are staying current with your customers and prospects
-Data appending: Add missing contact elements for increased ROI and multi-channel success
-Reporting: Common reporting functions and how to set these up to measure your campaign success
Field Marketer's Guide to Analytics & ReportingUpper Quadrant
Strategies and tips for field marketing teams that need to track the effectiveness of local marketing efforts. This guide is helpful for marketers that rely heavily on spreadsheets for field data collection and need a better way to track marketing spend.
Customer relationship management (CRM) is an approach to manage a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
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Database marketing, part 3 Blending Silos, Marketing Automation, Best PracticesRelevate
Part 3 covers:
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Program Automation: best practices and examples for automated programs and process.
Tie it all together with a real life example. Discuss helpful tips for marketing success going forward.
A recap of the main things you need to take away from this series on database marketing.
Conduct your Addemar email marketing campaigns from the Drupal CMS. One single interface to manage registered visitors and your segmented e-mail marketing database (and this is just the beginning!). A client case with Keurslager.
Use of Data Mining in Marketing
Different tools for Marketing
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Knowledge Base Marketing
Market Basket
Social Media Marketing
and many more
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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 ”
7.
8.
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
11.
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”
15.
16.
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
21.
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