Why your database should be your best friend Have you fallen out of love with your database? If yes, then that is OK it happens to the best of us. During this session we will look at to the importance of ‘loving and nurturing your database’. We will explore techniques and strategies to grow your contact list by not only tapping into existing resources but also by getting creative with some new ideas.

1. Why your database
should be your best
friend
Patrick Zuluaga, Director, PMZ Marketing

2. CONTENT IS KING

3. DATABASE IS QUEEN
CONTENT IS KING

4. View your Database
• As a resource asset and a goldmine
• As a source of marketing intelligence
• As a tool to build relevance
• As a means to nurture relationships
• …

5. Making the most of your
Database
1. What is your database
objective?
2. What information is
available?
3. How can the information
be captured?
4. How can you use the
information?
5. What is the best way to
segment your database?

6. Database Objectives
• Generate sales revenue
• Retain customers & build loyalty
• Develop an engaged referral network
• Marketing research – data mining
• …

7. What information is required?
• What is currently available?
– Additional information
• One or more databases
• Database fields
– Visibility
– Mandatory
• How will it be updated?

8. Growing & capturing information
• Exchange valuable information
• Run competitions
• Subscription programs & campaigns
• Special offers
• Viral & social media
• Preference centres
• Collect information at all contact points

9. Using the information
• Identify database market
opportunities
• Segment to target the
database
• Personalize where it adds
value
• Prepare relevant and
compelling offers
• Test

10. Segmenting the database
• Mine the database for its potential
• Define your database segments
– Right size to be worth the effort
– Actionable information
– Make the segment specific
– Unique, identifiable & different
– Discernable link to the focus of the email message
• Narrow your target & pull the trigger
• Relevancy drives response & results

11. Four ways to segment
1. Financial: Revenue generated from the
customer transactions
2. Demographic: Describing customers in
terms of their personal characteristics
3. Geographic: Describing customers in terms
of their physical location
4. Psychographic or Behavioural: Describing
customers in terms of their preferred
activities and actions

12. Database Segmentation
• Campaign metrics (use lateral thinking)
– Unique & repeat opens
– Click-thru’s
– Recent & existing subscribers
– Active & non-active
• Demographics
• Online Behavior
– Preferences
– Timing or event-based

13. Database Segmentation
• Prospects & potential buyers
– New or nurturing
– Hot, warm & cold lists
– Industry
– Affiliates
– Product use
– Gender

15. Database Segmentation
• Customers & Clients
– Status (i.e. VIP, repeat)
– Contribution (Pareto’s
80/20 rule)
– Length of relationship /
loyalty
– Purchase activity & history
• Replenishment
– Acquisition channel
– RFM: recency, frequency &
monetary

16. Recency, frequency & monetary
• Recency
– Date of last purchase or click-thru or lead-
generation conversion
• Frequency
– Number of times purchased or clicked or
conversions
• Monetary
– Amount spent or other value based factor

19. LOVE & NURTURE YOUR DATABASE
AND
Your database is your friend
IT WILL PAY YOU MANY TIMES IN
RETURN!

20. PATRICK ZULUAGA, DIRECTOR, PMZ MARKETING
Q & A