An essential element of any Direct Marketing or CRM campaign is the effective use of customer data. The Tuffill Verner Associates database management team can work with you to realise the full potential of your customer data and make recommendations on developing new data analysis and management techniques.

In this section: Database Development, Data Audit and Evaluation, Data Analysis and Customer Profiling, Ongoing Data Analysis and New Database.

Database Development

The database team will implement data audit and analysis. Based on audit and analysis findings, we will produce software recommendations and advise on database enhancement. We will also focus on the other key area of database development - the acquisition of relevant and appropriate additional data.

Data Audit and Evaluation

The first stage of the data review is to audit and evaluate client data to identify key issues. The audit allows us to identify the completeness and accuracy of the existing data. Using one of our associated companies, we arrange for data to be validated and enhanced where necessary.

Once the audit is complete, we identify and recommend appropriate additional data fields, supporting our recommendations with a sound marketing strategy and financial benefits analysis.

As part of the data audit and evaluation process, we advise and implement a range of data acquisition techniques and assist in gathering and adding all relevant, essential customer data.

Data Analysis and Customer Profiling

Data analysis is the key to ensuring an effective and profitable direct marketing and mail order strategy.

For effective direct marketing, mail order and CRM, it is essential to analyse, manage and maintain customer data effectively. Using specialist companies, TVA provides in-depth data mining, customer analysis and reports. TVA then takes these reports and interprets, evaluates and explains key data patterns and trends.

This analysis provides a detailed understanding of the customer, ensuring effective customer marketing activity. In addition, this customer profiling can be used to identify the most profitable groups of customers, ensuring efficient targeting of new prospects and customers.

Ongoing Data Analysis

TVA will also assist in the development of essential models and tools to allow ongoing measurement of results and data analysis, to assist in accurate forecasting of results, revenue, profits, and stock requirements.

New Database

Following a business or database review TVA will provide advice and support on the development of a new marketing database. We will identify data requirements, functionality, with rationale and marketing strategy to support the recommendations. We will also advise on appropriate suppliers to build and/or manage the database on an ongoing basis.

For more information contact us.