Using Your Marketing Database Effectively
The information in a marketing database can be used to achieve
significant business benefits by supporting and improving performance
across the whole spectrum of sales and marketing. Collecting and using
data on your customers and your markets helps you gain a better understanding
of the market so you can utilise sales and marketing techniques in
a more precise, cost-effective way. Data gathered from one marketing
campaign can be used to support a variety of other activities.
What You Need to Know
What type of database do I need?
Your database should provide information for planning and controlling sales and marketing activities. Data can come from a variety of internal and external sources and can be constantly updated, expanded, and refined to provide a precise, up-to-date view of markets and individual customers. The data can be analysed to provide information in a way that improves decision-making and response to business opportunities.
What to Do
Make More of Your Data
The data from just one marketing campaign can provide a valuable resource for other marketing projects. As an example, the responses to an advertising campaign can provide: