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Having
a well managed and focused Marketing Database is the key to
successful marketing. It enhances your outward marketing
communications and brings intelligence and accountability to
the entire marketing plan.
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Your Marketing
Database is the most powerful circulation list, enabling you
to target and personally communicate with your customers and
prospects.
As
an integral part of all your marketing activities the database
will bring accountability to each campaign, whether
advertising, PR or direct mail. As a result, the ability to
analyse which mediums work best for your products, puts you
in a position to fine tune your marketing plan to achieve the
optimal return from your marketing budget.
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The
skills and expertise to manage and develop your Marketing
Database are unlikely to exist in your business and the
effective solution is to outsource to a specialist who
understands your market sector. DBI will work with you to
develop and successfully implement a professional database
strategy that meets your specific business requirements.
To
support the strategy DBI offer a full range of database
management services including advise on the data to hold,
cleaning and enhancing your existing data, database hosting
and user friendly tools to analyse and manipulate your data
from anywhere in the world.
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 Developing
a Database Strategy -  |
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the analysis of your business objectives and the data available
from your marketing processes, DBI will advise on the optimum
structure for your Sales & Marketing Database. Based DBI's
already proven proprietary platform the structure is customised in
order to meet your goals. This provided the infrastructure and back
bone to allow you to take advantage of the latest tools, solutions
and drive your campaigns to market. |
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| Database
Management - |
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A
powerful and cost effective entry into having a
sophisticated Marketing Database. DBI will customise their
proprietary database application to host your marketing data.
You avoid the high up front costs associated with developing
your application, whilst benefiting from a proven technology
and infrastructure. |
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| Database
Integration - Warehousing
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| Typically
the core data for your Marketing Database will be sourced from a
number of your existing operational systems and databases. DBI will
advise on what data to include and what data not to include by
assessing its value in meeting the marketing objectives. Big is not
necessarily better when it comes to building your Marketing
Database. |
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| Data
Enhancement - |
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Once
the database is established additional demographic information can
be appended to the contacts and companies e.g. SIC and NAIC codes,
turnover, key
decision makers, market segments and corporate structure.
The ability to profile and determine your market penetration is
invaluable.  |
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Segmentation and Categorisation - |
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technique of segmenting and categorising the contacts on your
database will greatly increase the ability to analyse your
markets and target your marketing activities. In its most
simple form segmentation involves coding your contacts
according to the market sectors they are working in, whereas
categorisation involves coding your contacts according to the
likely value of their business to your company. |
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| Database
Reporting & Analysis - |
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Reports
are designed to meet your specific day to day business
requirements. They
provide a valuable insight into trends and
relationships within your customer and prospect base. From
Return on investment to measuring the individual results of
each marketing campaign,
reporting enables the marketing strategy to be developed and
analysed based on real intelligence. |
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| Data
Mining Tools - |
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| DBI
has developed user friendly data mining and reporting tools to
enable you to investigate your data in greater depth than the static
report. Dynamic analysis enables you build highly targeted data sets
for in-house marketing campaigns. |
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| Data
Capture - |
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| Accurate
and efficient data capture from PR to Exhibitions,
Advertising to the Web. Integrations of data from multiple
channels, in any format, whether hard copy questionnaires,
business cards or electronic imports from Contact
management, accounting, or legacy systems. |
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| International
Address de-duplication - |
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Sophisticated software helps eliminate duplicate contacts, sites
and companies providing the
platform for accurate reporting
and targeted data. Address enhancement software (PAF files)
allow address validation and enhancement, bringing a level of
qualification to your database. |
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