All Customers And Prospects
Are Not Created Equal

If you aren't using a database to identify your best customers and target more like them, you may be paving your way to extinction. With a database containing detailed customer information you can set in motion an integrated database marketing plan so your message is constantly being reinforced through advertising, direct mail, catalogs, coupons, special promotions, telemarketing, etc. to those most likely to buy your products and services. Simply put, integrated database marketing uses all the information within your database along with any valuable external information to identify your best customers, find more like them, and keep them. Opportunity Sell the right product at the right time to the right customer Identify, acquire, retain, and grow your most profitable customers Focus your marketing budget where it will do the most good Calculate potential of new markets, target groups, and products Increase customer retention rate Gain a long-term competitive advantage Raise sales levels Identify cross-sell opportunities Service and get to know your customers a lot better Process Create an effective customer database if you don't have one Analyze your existing customer database(s) Identify strengths, weaknesses, opportunities, threats, and desired improvements Profile existing customers to learn as much as possible about them Score customers into specific segments Overlay database with demographics, psychographics, etc. Define a marketing plan and objectives Establish focused, manageable goals Set up system to evaluate results Tools Profiling Database development and management Segmentation analysis Printing, imaging, lettershop, file creation Direct mail lists