Problem:  3 years of sales data contained only ship to/mail to contact information at satellite retail establishments.  Company wanted to understand what their customers were buying and where possible sales opportunities existed.  They needed the ability to reach out to the contacts within the parent organizations who had the authority to buy additional product.

 

Solution: 

Part 1: Consolidation of sales data based on company name; all products associated with one parent organization was appended to this one company record (regardless of which retail satellite the product was shipped to).  A subscription database containing business contacts for Fortune 500 and 1000 companies was matched against the newly created customer sales file based on company name.  Append rate was just above 50%.  

 

Part 2: Further analysis was proposed.  Field research for instances of division name variances (ie: Loaf ‘N Jug was listed as ‘end user’ but they are a subsidiary of Kroger) were conducted.  Prospecting lists to be purchased based on the matching of similar SIC codes. 

 

End Result:  An all-encompassing, fully functional database and RFM tool the firm could use to view a customer’s entire buying history under a single customer record.  In addition, companies were now matched to key decision makers within the firm with the authority to purchase additional equipment.

 

Problem:  A wide array of historic data (event ticket sales, previous in-house mailing lists, workshop and training class attendee files, etc) was offered for initial analysis.  The goal was to merge all data together, de-dupe yet maintain relationship history to enable more targeted marketing pursuits.

 

Solution:  

Part 1: Consolidation of all data files based on address and family name; each file was given an “interest label.”  This label was gathered through each file for replication and then laid out in a master database. 

 

Part 2:  Routine updates allow additional contact files (ticket sales, workshops, etc) to enter into the master database.  New customers are added with relevant identifying labels while old contacts are updated as they participate in additional activities. 

 

End Result:  An intelligent, more precise marketing database.  The client can now contact only those most likely to have interest in a specific venue or type of performance.  Genre interest tabs ensure relevance when preparing to market to contacts in the database.

 

Problem:  Dealerships send over historic sales and service data.  The goal is to de-dupe all the files and create one contact record for each automobile owner that contains all historic information.

 

Solution:  

Part 1: Consolidation of sales and service based first on customer name (first and last or company).  Files are then de-duped again based on automobile make and model (owners with multiple vehicles retain historic information while priorities are drawn up to determine “current vehicle.”)  In case of service, most recent mileage is noted.  In case of new vehicle purchasing, date and VIN numbers are recorded.

 

Part 2:  Updates planned to append service data and establish routine service by dealership.  Records are updated to reflect this information. 

 

End Result:  A simplified database where the end user can find customer history (both sales and service) in one single location.  Marketing campaigns can be created based on “calls for maintenance” and “time for a trade-in” referencing the “buy date” and “date last serviced” fields.

 

Problem:  Membership information was scattered everywhere.  There was a need to have all membership and guest data housed in one CRM database system.  Lists to consider:  Local affiliation membership lists, annual show attendee list (vendors vs individual), annual training and workshop attendees (presenters vs individual), trade publication buyers (white papers vs seminar and lecture books)

 

Solution:  

Part 1: Consolidation of various data files.  Original data files were given labels based on the information they represented (ie: book buyer - membership type/city - etc).  All labels were carried through so an all encompassing snap shot of any one member could be viewed (affiliations, class work, collateral material purchased, seminars attended, etc).

 

Part 2:  Routine updates are assessed to update affiliation membership (new vs lapsed) and seminars attended.    

 

End Result:  An all-encompassing, fully functional database and CRM tool in which the client can offer marketing material relevant to any one member given their current state within the association.  A member can be contacted to update a lapsed membership, or be notified of the next most logical class or workshop of interest.