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How to use data to
plan and drive your sales and marketing
If you are new to the
concept of using your data to drive your sales and marketing
(usually termed database marketing or data-driven marketing), then
the following outline should help you.
If you are already an
advocate, then you will appreciate the need for flexible and visual
data interrogation and analysis tools together with the guidance to
use them to maximum effect.
 Either way, Tech4T can
provide you (or your agency) with one of the best and most sensibly
priced data-driven marketing solutions around, undertaking any
parts of the data planning, analysis, segmentation, targeting and
campaign management process for you.
We can provide a complete
solution - know-how, software (including a hosted solution),
database management, data processing, enrichment data, etc. - and
work with you to develop direct marketing strategies that help you
get more return from your marketing spend.
Improving Marketing Value
Think of how you
currently go about just four of the many sales and marketing
challenges:
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Grouping your
product portfolio into sets that can form the basis of
brochure, catalogue and website (or micro-site) design, and on
which to base cross-selling or up-selling strategies
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Determining the
right offer to reactivate lapsed customers, and when to
communicate it
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Developing and
launching a new product or service
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Planning sales, franchise or distribution territories
No
doubt you have methodologies for each task but ask yourself, could
they be improved to make your sales and marketing more productive?
The answer is usually
yes, but only if you have the right data planning and analysis
resources in place.
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