MANUAL

Influence of data quality on the effectiveness of direct marketing programs

Can you imagine that one day you see on your desk correspondence addressed to you with misspelled name and surname.

You are not any longer Marian Kowalski but Maria Nowalski... Unpleasant feeling, isn’t it?

What is the source of such mistakes and how to avoid them?

We will try to answer these questions analyzing key elements of implementing a direct marketing program based on database, showing at the same time critical points, which are reflected in the results of our activities.

We deliberately omit all issues connected with preparing marketing communication strategy and we will concentrate on issues connected with database itself and its usage in practice.

We have selected the following stages of marketing program implementation:

1) Preparation for starting marketing activities based on database.

We ask a question about the reason of many returns from the mailing. What could be the reason?

2) Receiving and processing registration forms from people who decided to participate in the campaign.

The question we make: What are the sources of mistakes in correspondence personalization? How to avoid them?

3) Designating database - Sending the prices.

At this time we ask a question why several identical letters were sent to the same address. What may be the reason behind it?

4) Final analysis of results.

We summarize basic conditions that a process of building database should meet so it would be a profit source rather than a cost source.

Would you like to know more? Contact us: biuro@scientific.pl