TAILIEUCHUNG - Database Marketing Solutions

Database Management Verifiable Data – confirming the accuracy of the stored data by randomly calling a customer and verifying name, address, phone, email, and other attributes in the record. Data Cleansing – the act of detecting and correcting (or removing) corrupt or inaccurate records from a record set, table, or database. Used mainly in databases, the term refers to identifying incomplete, incorrect, inaccurate, irrelevant etc. parts of the data and then replacing, modifying or deleting this dirty data. Deduplication – process that uses matching logic to eliminate file records that are duplicates. Data Summarization – analyzing customer database and providing a high level summary of it’s contents: #. | Database Marketing Solutions direct marketing Direct Marketing – What is it? Products and services being offered directly to potential customers, using direct mail, catalogs, inserts, phone, email, etc. Read off slide Direct Marketing Role Where does direct marketing fit into the purchase funnel. Whereas TV is to build brand, internet and print offers in-depth product information, direct marketing makes the final sales pitch and therefore has a direct correlation to the sale. A Direct Line to Consumers more effective than broadcasting pinpoints exact individual communicates to consumers directly Marketing Must Be Measurable Direct marketing gives us the greatest flexibility to test, measure, and tune for maximum performance and return on investment. Direct Marketing And it’s measurable. This chart was put together by Booz Allen Hamilton where direct marketing is the easiest one to measure, followed by in-store promotions, print, tv, billboards, internet, and .

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