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Chapter 4.1 : Marketing database essentials Chapter 4.1 Marketing database essentials This chapter includes: J What is a marketing database? J Types of marketing database J Changing demands on the marketing database J The essential elements of a marketing database J Organising the data J Sources of data J Validating, loading and cleansing data J Deduplication J Getting reports from a database J Data manipulation – working with the data J Data analysis – understanding the data J Techniques to improve database performance J B2B considerations J Dos and don’ts of building a marketing database About this chapter W ith the growing recognition in the last few years that insight and knowledge about customers has tremendous value for organisations there has been continued investment in the development of marketing databases. Marketing databases are being adopted by organisations in a growing range of industry sectors and by organisations of all sizes. Marketing databases are becoming even more valuable as the media landscape continues to evolve, enabling marketers not only to exploit the opportunities presented by new media and channels, but also providing a central means of coordinating a multi-channel strategy. It is therefore increasingly important for marketers to understand in general terms how a marketing database operates. Author/Consultant: Brian Wyatt 4.1 – 1 Chapter 4.1 : Marketing database essentials As with any subject where technology is involved, there is a lot of jargon and apparent complexity associated with marketing databases. The aim of this chapter is to lay out the key elements and capabilities of marketing databases so that a marketer can feel comfortable with the main concepts when working with more specialist personnel who would be directly involved in the design, implementation or running of a marketing database. Brian Wyatt, Head of Consulting, Acxiom Ltd Counting House Tooley Street London SE1 2QN 020 7526 5100 [email protected] Brian has worked in marketing and marketing technology for over fifteen years. He has been with Acxiom since 1998, working with clients in the financial services, telecommunications, automotive, technology and publishing sectors. include MSN, GM, Capital One, Time Life and O2. A key aspect of most of these projects has been helping clients identify and quantify the revenue and cost-saving benefits of improving database marketing efficiency and effectiveness. Prior to joining Acxiom Brian worked for Lex Service and Volvo Cars. While at Volvo he led an international team that designed a customer database for use in worldwide markets, and implemented what was at the time the UK’s most sophisticated internet used car locator. Brian’s background means that he looks at the technical aspects of database marketing from a business perspective, and can therefore ensure that the data and technology are really aligned with marketers’ objectives. He is also able to offer expertise across the spectrum from initial strategic planning right through to campaign delivery. Since joining Acxiom’s consulting organisation in 2001 Brian has carried out a large number of assignments spanning data quality, data strategy, database management, customer insight and contact strategy. Clients he has worked with Brian has spoken at industry seminars in the UK and Europe and makes regular contributions to the specialist direct marketing press. Chapter 4.1 Marketing database essentials What is a marketing database? A ccording to The New Oxford Dictionary of English (2001), a database is ‘a structured set of data held in a computer, especially one that is accessible in various ways’. The term marketing database deserves a narrower definition. For the purposes of this chapter, we will define it as: 4.1 – 2 Chapter 4.1 : Marketing database essentials ‘A comprehensive collection of inter-related customer and prospect data that allows the timely and accurate retrieval, use or manipulation of that data to support the marketing objectives of the enterprise’. Our aim with a marketing database is to bring together all that we know about individual customers so we can make the best possible decisions about how to market to them, and how to service them. This is why you will often hear a marketing database described as a customer-centric or customer-focused database, or that it provides a ‘single view’ of the customer. The diagram below shows a fairly typical layout for a marketing database. Starting on the left, information from various data sources is taken into the database, having been cleansed and validated. Two software tools, one for analysis and one for running campaigns, take information from the database and allow marketing users to do their own analysis and carry out campaign counts and selections. More detail on the elements shown in this diagram is provided in this chapter. Figure 4.1.1 Marketing database elements in overview $QDO\VLV 7RRO /HJDF\ /HJDF\ 6\VWHP 6\VWHP 'DWD 'DWD ([WHUQDO ([WHUQDO 'DWD 'DWD &DPSDLJQ &DPSDLJQ 5HVSRQVH 5HVSRQVH 'DWD 'DWD /RDGLQJ /RDGLQJ 9DOLGDWLQJ 9DOLGDWLQJ &OHDQVLQJ &OHDQVLQJ 3URFHVVHV 3URFHVVHV $QDO\VLV $QDO\VLV 0RGHOV 0RGHOV 5HSRUWV 5HSRUWV 0DUNHWLQJ 0DUNHWLQJ 'DWDEDVH 'DWDEDVH 6XUYH\ 6XUYH\ 'DWD 'DWD &DPSDLJQ 7RRO &DPSDLJQ &DPSDLJQ RU:KDWLI RU:KDWLI &RXQWV &RXQWV &DPSDLJQ &DPSDLJQ 6HOHFWLRQV 6HOHFWLRQV As well as ‘database’, it is quite likely that you will hear the terms ‘datamarts’ and ‘data warehouses’ referred to. G Data warehouses are typically very large collections of data that have been pulled together from a variety of different databases. They are more often used to support analysis and reporting needs than supporting marketing campaigns, although this can be the case in larger organisations. Often, they are not customer-centric, as they have to support a wide range of business functions and therefore may not provide the type of information required by marketers. G Datamarts tend to be smaller databases that are pulled together to support one area of the business, and for one particular purpose. They are often 4.1 – 3 Chapter 4.1 : Marketing database essentials selections from larger databases or data warehouses. For example, a company may have one datamart for carrying out campaigns and another for carrying out analysis and modelling. The data in each of these marts will refer to the same customers, but the marts will be constructed in such a way as to make them most suitable for a particular type of work. More than just a direct marketing engine The marketing database is a fundamental building block of the successful enterprise. It’s often said that data, used effectively, is the most valuable asset that an organisation has. Or, more colloquially, knowledge is power! As well as being a platform for marketing communications, the applications of a marketing database can include, but are not limited to: A source of information for all outbound customer contact Market research and analysis Identification of markets for new products Identification of new markets for existing products Product development Business development Central control of communications with customers and prospects Types of marketing database Marketing databases tend to be optimised towards a particular stage in the customer life cycle, primarily: G A customer database, optimised to support marketing programmes aimed at customer development and retention G A prospect database, optimised to support marketing programmes aimed at new customer acquisition The requirements of a database for acquisition do tend to be somewhat different to those for a database supporting customer development and retention. Customer database For a customer database, you need something that will give you a single view of each customer, complete with all associated history and information, so that you can get a clear idea of the value of each individual customer. You need to be able to access individual spending patterns and seasonal variations. You want to be able to see whether that customer’s purchases are growing or declining. And you want to know which products or services are due for renewal (e.g. loans, insurance, car upgrades and warranty agreements etc.) This will also help you identify important opportunities for cross-selling activity. Finally, make sure it 4.1 – 4 Chapter 4.1 : Marketing database essentials allows you to enrich your records with the addition of external data such as lifestyle, life stage and geodemographic information. Prospect database A prospect database should make it easy to identify your best prospects. One way of doing this is by comparing the profiles of your prospects to the profiles of your top customers. Similar characteristics, be it location, status, industry or whatever, will identify which prospects are most likely to become customers and therefore, which should be targeted. It should also be easy to update (with bought-in lists from external brokers, for example) and easy to clean, deduplicate and manage. Also, it is beneficial to be able to integrate it with your customer database so that, once a prospect becomes a customer, the record can be flagged as such and then migrated – complete with all transactional activity – from one database to the other. This will help keep your customer records clean and deduplicated. Business-to-business Business-to-business databases, for either acquisition or customer development and retention, have specific requirements. This is particularly important when it comes to outbound communications (i.e. do you want everyone in the organisation to be contacted? Or one contact per company? Or one per department?) A B2B database should also be flexible enough to tell you everything you need to know about the spending behaviour, purchasing responsibility and history of those of your customers who may have many branches and subsidiaries (even if they have different names) by accruing transactional information from all sites. As business-to-business databases have a number of very specific requirements we’ve included a summary of the main factors involved later in the chapter. (See also chapter 4.3.) Changing demands on the marketing database At one time a marketing database would be primarily, or possibly exclusively, used to support direct mail. While direct mail continues to be an important channel, it is no longer necessarily the dominant one for many organisations. The rise in the use of contact centres and the internet has meant that the marketing database has had to adapt in order to be able to properly support the needs of these channels. This process is bound to continue as new communications media and devices mature. What has been the effect of these ongoing changes in the channel mix? At a basic level, the type of data that the database has to store is changing. Take for example contact history. As well as having to store information about direct mail campaign inclusion and response, a database today should also be able to cope with the more detailed campaign activity data generated by telemarketing or email campaigns. It should also be able to log inbound contacts if these are relevant to decisions about which proposition a customer should be offered next – if any. As well as being able to store more complex contact history, gathered across a number of touchpoints, the database needs to provide marketers with the capability to plan, execute and track campaigns across a variety of channels. While the actual campaign fulfilment will still probably be carried on outside of 4.1 – 5 Chapter 4.1 : Marketing database essentials the database, marketers need to be able to provide the data required for all channels in the right format and with the required frequency. As well as being able to simply select and export the data required for campaigns across channels, the database increasingly needs to be able to manage the contact strategy within or across channels. At the most basic level the database should provide marketers with the ability to ensure that customers and prospects receive appropriate offers via a channel that they prefer, and that they are not overcontacted. The optimum contact frequency will vary from sector to sector, but once it has been identified the database needs to support rules to ensure that it is not exceeded, to prevent ‘burnout’ of the names in the database, particularly important when considering telemarketing, a channel increasingly challenged by consumer opt-outs. Some organisations have built separate databases for each channel of communication, generally for good, but short-term, operational reasons. If possible this should be avoided, as aside from the duplication of costs, it means that it will not be possible to co-ordinate communications or to measure the impact of different combinations of outbound contacts on customers. The essential elements of a marketing database A marketing database needs to offer marketers a number of aspects and capabilities if it is to meet their requirements. It needs to offer: G Relevant data G Processes for validating, cleansing and loading data G Deduplication capabilities to create a true single view of the customer G A method of working with the data (manipulation) G Some means of understanding the data (analysis) Types of data In our working definition of a database we described a ‘comprehensive collection…of data’. But what is meant by comprehensive? There are four types of data that you are likely to store: 4.1 – 6 Primary data Examples include: a customer’s name and address, definitions of your products or services, pricing, campaign definitions and channels of distribution. Secondary data Secondary data is used to qualify primary data. Examples include: demographics, lifestyle information, geographical profiles or levels of penetration. This is also often referred to as descriptive data. Performance data Performance data records how your customers have responded, what they have bought, how much they have Chapter 4.1 : Marketing database essentials spent and which campaigns they reacted to. This is sometimes referred to as behavioural data. External data External data covers everything from rented or bought-in lists to the data that is available from various agencies to augment, qualify or enhance your base data. Data structure in databases – some basics In order to understand some of the different ways that a marketing database can be structured, you first have to be aware of some basic concepts around how information is held in a database. In order for a database to be able to allow you to store, retrieve and analyse information it needs to hold that information in a consistent way. It does this by breaking information down into data elements, fields and records. G A data element is a single piece of information, e.g. a date of birth, forename or surname G A field can be a single data element or a logical collection of data elements, e.g. the field ‘name’ could be made up of the data elements title, forename and surname G A record is a logical collection of fields, e.g. the name and address of a prospect G A table is a collection of records, e.g. the names and addresses of all prospects G A database contains one or more tables, and these tables have to be organised and linked to each other in a way that ensures data can be added, updated, deleted or used quickly and reliably Databases need to break down and organise information in this way in order to fulfil their purpose – this is the ‘structured’ part of the definition. To take an example, if we look at names, then we could collect and store consumers’ names in one field as they have been presented to us: ‘Mr John Smith’ ‘J Smith’ ‘John Smith’ This looks fine, however if we wanted to carry out some simple selections we would have a problem. For example, if we wanted to find out how many people were on the database with the initial ‘J’, the computer would not be able to give us the correct answer as it would not know where in the field to look for an initial. As human beings, we can look at names and work it out, but computers are not intelligent, and have to be fed information in a very consistent and basic fashion if they are to be able to answer our questions accurately. This is why it makes sense to break down name, address and other types of information into their constituent data elements; in the example above, by having an ‘initial’ field, and ensuring that all name information entering the database is split up into its elements correctly, the database would be able to provide you with an accurate answer to the question. To take a more real-world example, imagine how difficult it would be to extract details of all customers living in Oxford from your database if your address information was not broken down into address lines, post town, county and postcode. 4.1 – 7 Chapter 4.1 : Marketing database essentials Whenever you’re looking at collecting a new piece of information, for example in a call centre, make sure that you are able to capture and store the information in a structured way. What sometimes happens in this type of situation is that data ends up in a free text ‘comments’ field, where it can prove difficult or impossible to analyse or use. Jargon buster: As technology evolves, so does its attendant jargon, and as well as ‘field’ and ‘record’ you may hear the terms ‘column’ and ‘row’ used. To all intents and purposes a column is the same as a field and a row is the same as a record. Organising the data As mentioned above, the different tables of information in a database need to be linked to each other. There are a variety of different approaches to this, each one of which has its advantages and drawbacks. The right choice for your database will depend on your specific requirements; this is a rather technical subject and is best left to IT specialists, but it can be helpful to be aware of the main types of database design and some of their characteristics. Database models you may come across include: G Flat – as the name suggests this is one table that contains all the information on a customer or prospect. This enables rapid access to data but is inflexible and also has a lot of redundancy, i.e. the same data will be stored again and again on different records; if your database has Mr and Mrs Smith living at 1 The High Street, then 1 The High Street will be on your database twice. This model can be quick for answering queries, but the redundancy can cause problems such as slower responses to queries and difficulties with being able to support new types of data as the volume and complexity of data increases. G Relational – in this model tables are related to each other, with each table containing only one type of data. In this type of database a customer’s name and address could be stored in different tables. The advantage of this compared to the flat model is that it allows a customer to have multiple addresses, either at the same time or over time – something that is hard to manage with the flat model. It also means that if two customers share the same address you only have to store the address information once in the database, so it has less redundancy. The downside of relational databases is that they are less efficient at answering queries as the computer has to link (the term used is ‘join’) data from different tables, and this can make them slow to answer the types of count and selection queries that marketers typically need. G Dimensional – this model is a variation on the relational one, differing in the way in which the data is organised. The key difference is that a dimensional database (sometimes referred to as a ‘star schema’) is optimised to answer frequently asked queries. This can make this type of database much faster in answering queries, but there is a trade-off in flexibility. As a marketer, you shouldn’t have to worry about what type of database model your database employs, and as you can imagine, there is a lot of technical detail behind the brief descriptions above. What you do have to do is to be clear on your requirements for your database so that the technical specialists can determine what the most appropriate model would be. 4.1 – 8 Chapter 4.1 : Marketing database essentials In marketing, the only constant is change, so when looking at your requirements for a marketing database you need to stress that flexibility is a key requirement; what you don’t want to end up with is a database that will require expensive changes just months after it has been implemented; the ability to cope with new types of data or processing without incurring large costs can be designed into a database. Sources of data The whole point of a marketing database is to bring together as much relevant information about a given customer as you can, so that you can make informed decisions about the timing and content of your communication. So, as well as taking clean, accurate data as your starting point, you need to be able to add data to increase and improve your pool of information. Where does data come from? There are a huge variety of data sources available to you. As well as using external suppliers to supplement and enrich your data, there are opportunities to gather and record information wherever your company touches a customer. Possible sources include: Sales Warranty registrations Marketing research and surveys Enquiries/helpline Accounts Complaints Third parties and marketing partners Sales promotions Branches and channels Prize draws Servicing Competitions Direct response PR events External lists Website E-commerce transactions Where to find the data in your company Almost every organisation runs a number of systems to support its various business functions and many of these systems hold valuable customer information. Account systems (in banking and financial services), customer service, accounting and finance, sales support, branch networks and many other departments or functions are rich sources for customer data, even if there is little or no communication between them. As you plan the construction of your database, search your company for these potential sources of data, and obtain copies of the details held in each source or 4.1 – 9 Chapter 4.1 : Marketing database essentials legacy system. By combining the relevant customer data from all these sources into your database, you will be able to build up a comprehensive, centralised repository of information on your customers, which you can use to profile and segment them for targeted marketing. You must, however, arrange for your database to receive updates from all the systems on a regular basis, with a frequency dependent upon the use you make of it. This will in turn be defined by the analysis of requirements (your business requirements) that you undertake when you embark upon your marketing database project. Data is expensive! It costs money to collect. It costs money to store. And it costs money to clean. The rule is only collect what you can use and use everything you collect. This has become particularly important with the increasing availability of online data – online systems can generate enormous amounts of data about customer usage of websites. It is likely that you will need this data summarised into more actionable information before you load it into your marketing database. Similarly, in some sectors, e.g. retail and telecommunications, lots of data is generated as a by-product of customer purchases or usage. While some of this data may have value at a low level of detail, some of it may be more usable if summarised, e.g. amount spent on each category of product each month will sometimes be more usable than a detailed history of every product ever bought by each customer. While there may be a lot of value in the raw data that can be unlocked by advanced data mining techniques, there is a real danger that a marketing database can be swamped by loading huge quantities of transactional data that has to have a lot of processing done within the database before any usable insight is generated. Even with the advances in hardware and database technology that continue, the more data is held in a database, the more time it will take for the database to update or answer queries. If getting campaigns out increasingly quickly is a major priority, the last thing you need to be doing is loading lots of detailed data into the database ‘in case we need it’. Adding value with thorough data enhancement Data enhancement increases the value and relevance of your data by enriching it with additional information. A simple example of this would be adding correct postal codes to your mailing lists. But at the other end of the spectrum, you can add phone numbers, credit ratings, responsivity scores and a wide range of geodemographic and lifestyle information. Much of this information is available from external sources if you cannot obtain it from internal systems. The benefit of this is that you gain not just a better understanding of your customers’ behaviour, but the ability to target your campaigns more accurately and with better results. 4.1 – 10 Chapter 4.1 : Marketing database essentials Suppression data Another type of external data that should be considered for a marketing database is information about individuals and businesses that have changed address, individuals that have died, businesses that have ceased trading, and any relevant ‘do not contact’ files. Collectively, this type of information is generally referred to as ‘suppressions’. Depending on the volume and frequency of your marketing campaigns you may want to store these files on your database under a licensing arrangement. In this scenario, customer or prospect records that match to the suppression files will be flagged as deceased/gone away/not mailable etc. As well as being more costeffective for large volumes, using this approach has the benefit that flagged records can be excluded from counts, so marketers can see exactly how many customers or prospects are marketable for a particular campaign. With smaller mailing volumes it is often more cost-efficient to match the campaign files to these files after they have been output from the database, and pay for each record that is matched (the so-called ‘per hit’ basis). The drawback with this approach is that you do not know how many records will be dropped until after data has been extracted from the database and matched to the suppression files, which can make campaign volumes a little unpredictable. Validating, loading and cleaning data It is important to understand that wherever and whenever you perform an update, you create the possibility of corrupting the very data that you are trying to enhance. Fortunately, modern databases come with a variety of tools to make the process easier. Jargon buster: The overall process of taking data from a range of sources, making it consistent and creating a single customer view to put into the database is increasingly referred to as customer data integration or CDI. Loading and updating Naturally, the size of your marketing database will grow as your business evolves, so it should cater for this by allowing you to add, delete and update records as frequently as you desire. It should also be able to handle imported data from a broad range of disparate sources. As well as letting you refresh the database, the load and update function should include a process for automatic name and address validation and deduplication. Jargon buster: When talking to your colleagues in IT about the data that you need from legacy systems and the process of loading it you may hear the acronym ETL; this stands for extract, transform and load, which covers the processes involved in getting the data out of the source or legacy systems and into your marketing database. 4.1 – 11 Chapter 4.1 : Marketing database essentials Process, verifying and correcting A marketing database should incorporate ‘batch control’ and ‘job scheduling’ functions that let you automate the process of performing regular updates (e.g. monthly/weekly), reducing the time and effort it takes to refresh your data as well as helping to prevent manual input errors. They also allow ‘hands-free’ processing of any updates that you may receive electronically and via the internet. Name and address handling “(Name and address handling) is the most intellectually demanding and difficult task that data processing has to undertake anywhere.” Robin Fairlie Names and address data is the very core of a customer database, whether business-to- consumer (B2C) or business-to-business (B2B). It’s important not to underestimate their importance in data terms, no matter how straightforward it may appear. Consider the purposes for which you hold and use name and address data: Addressing letters and envelopes (printout) A key function of any marketing database! In order to present a professional result, your database needs, as a minimum, to hold (or create) initials, surname, company name (B2B), address and correct postcode. It must also ‘know’ how to lay these out (i.e. either hold separate lines or line separators). Personalised communications If you are going to personalise communications to your customers you will need to add and manage titles and honorifics (e.g. Doctor, Colonel and Lady), forename and sometimes marital status (for joint accounts, for example). The database must also be able to provide data in the forms required to support other outbound communications media, e.g. telemarketing and email. Name and address hygiene A key part of name and address handling is making sure that the presentation of the names and addresses is to the highest possible standard. This processing is generally referred to as name and address hygiene or name and address cleansing. Given the wide variety of ways in which names can be spelled, automated checking and correction of names can be risky. However, your database should at least be able to identify names that are unusable or contain profanities and ensure that these are reported on and not loaded onto the database. A key step in this process is parsing, the process by which the system takes a set of input data (e.g. Mr John Smith) and divides it into its different elements. In this example an intelligent name parser could identify the three separate elements in the supplied data as a title of Mr, a forename of John and a surname of Smith. Parsing is more complex than it might appear, principally because of inconsistencies in the data. These inconsistencies can include blank or missing 4.1 – 12 Chapter 4.1 : Marketing database essentials fields, extraneous additional data, and atypical or foreign words that the system may either not recognise, or worse, misinterpret. With addresses, there is more scope for improving the quality of the information that has been supplied, as there is often a reference file of correct addresses that can be obtained from the local postal authority – in the case of the UK this is the Postcode Address File or PAF, available from Royal Mail. Address hygiene software can ensure that the address data is consistent and corresponds to the format of the country of origin (e.g. the postcode or zip code matches the county or state). It may change elements where it can, or drop parts of data that it identifies as incorrect. Software systems build a ‘match key’ using parts of the data, and use this to attempt to match the file to the Post Office/PTT standard reference file. Exact duplicates may have postcodes added if required. Probable matches are handled in different ways by different systems and, generally, the threshold or confidence level for matching can be set by the user. In some systems, the user may also select whether to use the customer’s preferred or given address, or the Post Office/PTT standard address. From the marketing point of view, the former is preferable – Rose Cottage, Any Lane for example, rather than 66 Any Lane, if the customer has submitted it that way. Any anomalies outside of the threshold set are usually highlighted in an exception report so that further action can be taken. Name and address information can be further refined by standardisation. This type of process applies a consistent and appropriate format to the customer data, in accordance with predefined rules (e.g. the abbreviation of ‘company’ to ‘co.’). It is these processes of parsing, correction and standardisation that make it more likely that the system will catch duplicate records. With your data in a consistent format, the system can compare parts of the new record to corresponding fields of similar records that already exist, such as the postcode, postal town, surname and so on, to establish a match. Deduplication Duplicate records, i.e. multiple records referring to the same individual or business, cause bias and skew, which prevent meaningful data analysis. Worse, they lead to wasted communications, irritated customers and a ‘don’t care’ impression. To illustrate this, let’s take the example of an insurance firm. Mr Smith applies for a new car policy. The details he supplies include the following information: Mr John Smith, Kings House, Bond Street, Bristol, BS1. Question: Is this a new customer or is this a new policy for a customer already in the database? To answer this manually, we would probably have to look up all the Smiths in Bristol. We would try to identify which addresses looked the same and then make a decision based on experience about whether it was the right one or not. We would be applying human intelligence and intuition to solve the problem. Unfortunately, the time taken to do this, coupled with the size of the database and 4.1 – 13 Chapter 4.1 : Marketing database essentials the volume of updates, makes this approach impractical on a record-by-record basis, which is why we have to use a computer to do this for us. But computers are ‘stupid’. They have neither intelligence nor intuition and they cannot attach value to data. All they can do is follow a series of predefined rules. How deduplication is used Deduplication tools are typically used in one or more of the following ways: G An online deduplication tool that reduces the number of duplicates that get onto the database in the first place G A housekeeping process that runs in batch mode to check all or part of the database on a regular basis, or as part of an overall database cleaning exercise G An automatic update process with predefined rules which checks to see if any new records being entered already exist on the database The importance of accurate deduplication cannot be overemphasised – you should be doing whatever it takes to avoid annoying your customers with duplicate communications. What’s more, because your objective is to build up an accurate picture of your customer relationships, you need to know that Mr and Mrs Jones have bought products A and B together, not think that Mr Jones has product A, while a Ms Janes has Product B! The converse of this example equally illustrates the risks of over-reliance on autocorrection. Where a match is not close enough for reliable automatic deduplication, a report is usually generated that lists the exceptions that can then be manually evaluated and resubmitted. Recent developments in reference or knowledge-based matching where records are compared to an external database containing information about consumers with different presentations of their names (e.g., married and maiden) and addresses over time have made it easier for marketers to manage the problem of duplicates; these techniques reduce the number of duplicates and the number of ambiguous matches, thereby reducing administrative effort. 4.1 – 14 Chapter 4.1 : Marketing database essentials Figure 4.1.2 ,QSXWGDWD 0U56PLWK +LJK6WUHHW 3266 ,QSXWGDWD 5REHUW6PLWK +LJK6WUHHW 1HZSRUW ,2: ,QSXWGDWD Database load processing in overview 3URFHVVLQJ 1DPH DGGUHVV DQDO\VLV 'HGXSOLFDWLRQ 'DWDEDVH +LJK6WUHHW 1HZSRUW ,VOHRI:LJKW 3266 0U5REHUW6PLWK 0LVV-DQH6PLWK 0LVV-DQH6PLWK +LJK6W 1HZSRUW 32 Getting reports from a database A good marketing database will keep you fully informed about your data – and your business – by generating a wide range of standard and customisable reports. At the initial load stage a data audit report is usually generated with details about the quality of the data that has been loaded. This includes information about: G Number of records supplied G Number of records rejected G Number of records amended G Number of records now loaded Further reports should be able to be generated as the database changes and on demand. Monthly/weekly load reports The monthly/weekly load reports follow the same format as above and provide an audit trail so that you can see exactly what has been loaded or rejected. One of the functions of these reports is to reveal anomalies (caused, for example, by the unsuccessful transmission of a file over the internet) so that you can take the necessary corrective steps. 4.1 – 15 Chapter 4.1 : Marketing database essentials Data manipulation – working with the data Now that you have your data freshly scrubbed and deduplicated and sitting in your database, you want to do something useful with it! Campaign management is the most common type of functionality that marketers seek from their marketing databases – the ability to carry out counts and selections for campaigns, and manage the process from planning through execution and back-end analysis. Campaign management tools can offer a widely varying degree of capability. Entry-level tools allow a marketer to carry out simple counts and selections on their PC. This can be very useful for carrying out ‘whatif’ analyses, or answering questions like “How many people have not responded to three or more campaigns?” or “How many customers do we have who have been on holiday with us to France and Spain?” More sophisticated tools allow marketers to plan, execute and track the entire campaign process, from initial counts and selections through data extraction, fulfilment and response analysis. The kind of tool that is appropriate for your needs will typically be determined by the quantity and complexity of the campaigns you carry out. For example, if you are carrying out quarterly direct mail campaigns with a relatively small number of cells in each mailing, an entrylevel tool will probably provide the most cost-effective option. If you are carrying out weekly campaigns across a number of channels, or with a large number of cells, you will probably need something a little more sophisticated. Only buy the campaign management tool functionality that you will actually need. There are plenty of examples of campaign management tools being installed where the client only uses 20 per cent of what the tool can do. As well as representing a waste of money (20 per cent used, 100 per cent paid for!), more sophisticated tools often demand more of the user in terms of training and the tasks involved in setting up and carrying out a campaign; if the most is being made of the tool’s capabilities, this is a good trade-off, but if not it represents an avoidable drain on marketing users’ time. Campaign management functionality is available from a variety of vendors, including: G Alterian G Chordiant G SmartFOCUS G SAS G Unica Marketers may also need lead management and marketing resource management tools to be provided with their database. Lead management tools are of interest to marketers who go to market via multiple channels and need to distribute and track progress on leads that have been generated by marketing programmes. This type of software allows marketers to control and monitor this process, enabling them to apply learnings that will increase the number or quality of leads generated in future programmes or to identify which channel partners are not performing as well as they could. 4.1 – 16 Chapter 4.1 : Marketing database essentials Marketing resource management tools enable marketers to automate many of the aspects of marketing programme design and execution. For example, some tools allow marketers to manage the complete treatment design process, handling the flow of draft creative and copy between a client and their agency, including signoffs. These tools also allow marketers to budget and track marketing campaigns with a high degree of sophistication. These tools are useful where large-scale campaigns are involved, or if there are a number of departments or parties involved in campaigns that need to be co-ordinated. Data analysis – understanding the data Increasingly, marketers are using analytical techniques to improve the performance of their campaigns. These were once exclusively the province of statisticians, but as with many other aspects of technology, tools are emerging that enable non-specialists to use sophisticated techniques. The kinds of things that marketers can now do using marketing analytics software ranges from simple profiling through creating targeting models to quite complex segmentations. While not requiring a detailed knowledge of statistics, marketers do need a reasonable understanding of how statistical techniques can be applied to marketing in order to get the most out of this kind of software, so again, marketers should be confident they have the right kind of skills available inhouse before investing in this kind of tool for their marketing database. The campaign management tool vendors above also offer analytical tools that are suitable for use by marketers. If you require very sophisticated statistical analysis, then more specialised tools are available, but these are really only suitable for users with training in statistics. For reports that are required week in, week out, or that report on standard processes, a specialised reporting tool that allows non-technical users to create reports may be suitable if no similar facility is provided with the database itself. Techniques used to improve database performance Summarisation Let’s consider a customer who has made three purchases. With a normalised database structure, the customer information would be stored in one table and the details of each purchasing transaction in another. Any query that contains a question about the purchases will involve the system doing a ‘join’ between the tables. It will fetch all the information from the purchase table, associate it with the customer three times and then answer the query. However, some of the questions may actually be about the customer rather than the individual purchases: e.g. “How many purchases has this person made?” and “What was the total purchase value?” An excellent technique here is to carry out summarisation on the database. For example, a new field could be created on the customer record to show the number of associated purchases, with another field used to show the total value of the purchases. Both of these fields would be automatically updated each time a new purchase is recorded. 4.1 – 17 Chapter 4.1 : Marketing database essentials The benefit of this approach is that you still have full information about the purchases when you need it but some of your queries can be answered just from the summarised information on the customer record. Using this technique is not only faster and less processing-intensive, but it is also much easier to set up the query in the first place. Database views A ‘view’ is a way of showing tables on the database so that they look like something else. It’s like looking into the same room through different windows. The contents of the room remain unchanged, but what you see will change according to your vantage point – either you will see only some of the items, or you find that you are looking at the same items from a different perspective. If, for example, you have a table with both customers and prospects, you could create two views; one of which showed only the prospects and the other the customers. The user would now see two separate tables and there would be no confusion over what was being selected. Setting up views can be a useful way of hiding complexities of a database and making queries easier, but they should be applied with care. Badly set up views can significantly impact on performance. Lookup tables A lookup table is usually a list of codes and descriptions – a form of ‘shorthand’. An example might be a list of dealer codes and descriptions in a car company. B23 H11 R14 Bristol South Motors High Wycombe Valley Cars Reading Autos The idea of using lookup tables is simple but extremely useful. They add several advantages: Online data entry is quick and, just as important, accurate The free text entry problem is resolved (free text is unsuitable for selection and analysis purposes) Loaded data can be accurately validated Storage costs are reduced because only the code is actually stored on each record B2B considerations As mentioned earlier in this chapter, B2B marketing databases present their own challenges. If you are involved with a B2B database, this section will give you an initial concept of the considerations that this involves; chapter 4.3 will expand on these. While there are fewer organisations than there are individuals, there is much greater complexity associated with data pertaining to businesses, and a B2B database must provide marketers with capabilities that reflect this complexity and allow them to target organisations and decision makers accurately. 4.1 – 18 Chapter 4.1 : Marketing database essentials Some key differences with B2B that a marketing database must accommodate include: G Organisations have names! Sounds obvious, but a B2C database will not have a special field to hold this data. What often happens in these cases is that the company name ends up in the first address line, which can not only make it impossible to accurately identify organisations, but can also cause problems matching the address to the PAF. G Organisations have variations on their names. For example, all of these could be the same company: ‘The Ultimate Widget Company’ ‘TUWC Ltd’ ‘Widgets R Us T/A The Ultimate Widget Company’ Your B2B marketing database needs to have specialised deduplication capabilities that enable you to accurately identify the varied ways in which an organisation’s name can be presented. G Organisations have multiple sites. Depending on your product and service you may be dealing with the same organisation at a number of its sites or branches. You may need to be able to recognise that these different locations belong to the same organisation in order to make the appropriate offer, e.g. some kind of bulk discount. Your marketing database will therefore need to be able to link these different locations together. G Similarly, organisations can own other organisations with no apparent similarity in the organisation names. If you are a supplier of car components you need to know that Land Rover belongs to Ford and Saab belongs to General Motors, and your database needs to be able to make these linkages – and maintain them easily, as organisations are constantly acquiring, merging and divesting. G B2B marketing often involves intermediaries or partners. A B2B marketing database needs to be able to cope with the complexities that this involves. To take an automotive example, car manufacturers sell a lot of vehicles to organisations via leasing companies. A car manufacturer’s database therefore needs to be able to track which organisations are buying cars via which leasing companies, and to ensure that the right offers are made to end-user companies based on both the total number of cars bought in a period and which leasing company may be involved in a particular potential deal. G B2B marketing obviously involves targeting and communicating with individuals at companies, and therefore the database must be able to manage this layer of information as well. In addition to the basic contact information about individuals employed by organisations, the database must be able to identify (as a minimum) their job title, their role or job function and their place in the decision-making process for buying a product or service, e.g. influencer or decision maker. G Broadly speaking, there is less external information available about organisations than there is regarding consumers. However, depending on the product or service being marketed, there could be a depth of very specific information required that the database must be able to support. For example, if your company markets software to organisations you may need to be able to store detailed information about the kinds of computers 4.1 – 19 Chapter 4.1 : Marketing database essentials organisations they use, the type of operating systems they use, other software products they own that may be complementary or competitive to your products and the number of users they have etc. G A B2B database must also be able to associate information at the right level. For example, contact history should usually be associated with individuals, whereas a SIC code or annual revenue should be related to the organisation. Clarity is needed regarding what levels of complexity you have to deal with in your marketing. For example, if you have a wide range of products or services that are marketed to multinationals your database might have to cope with: O Ultimate Head Office O Regional organisations, e.g. EMEA and Asia Pacific O Cluster organisations, e.g. Benelux and UKIE O Country organisations, e.g. UK and Ireland O Business units, e.g. life and pensions and general insurance O Sites or locations And all of these organisational layers will have individuals associated with them, and specific information about activities and budgets etc. Thankfully, most B2B marketing scenarios are less complicated than this. Even where there is less complexity, it is still possible to come up with database requirements that are very involved and therefore expensive to implement. Whenever you’re looking at marketing database requirements it pays to be pragmatic, and this is particularly the case where B2B marketing is involved. Trying to accommodate all of the potential complexity can be very expensive, and also make the database extremely difficult to use. Take a reality check – how much complexity do you really need? While you may in principle want to be able to track a number of organisations back to a parent company, does this add enough value to your marketing to justify the cost of acquiring and maintaining that data and designing a database structure that can reflect these links? Dos and don’ts of building a marketing database The secret of success with databases lies in planning, consultation and careful thought. The following checklist will give you a good starting point: 4.1 – 20 Do find out which sources of data are already available within your organisation before you start. The chances are that you already have a great deal of data to work with – it’s a question of finding out which department is sitting on it and how to use it. Don’t do your planning in isolation. A well-designed marketing database can be a valuable asset to many different parts of your organisation if their needs are considered in the planning stage. Chapter 4.1 : Marketing database essentials Do be conservative with data collection. Data is expensive so remember the rule: ‘only collect what you can use – and use all you collect’. Don’t rush! Careful research and planning in the design stage will deliver a database that will support your company’s needs for years into the future. Don’t make false economies. The more you use your database, the faster it will grow. A scant saving in relatively inexpensive hardware today can have a disastrous impact on the performance of your database tomorrow. Do take the time to investigate the many tools and add-ons that can make your life – and the lives of your colleagues – much easier. Don’t allow your data to become corrupted. Make sure that your company agrees, implements and strictly maintains a documented process for collecting data, updating your database and maintaining data integrity. This applies to data that is already in your company and data that you may acquire from external sources. Do make use of the wealth of experience that is widely available to you. Read around the subject. Talk to suppliers. Compare notes with your peers in other companies. Hire consultants. 4.1 – 21 Chapter 4.1 : Marketing database essentials 4.1 – 22