Data Driven Market Intelligence

Transcription

1 Data Driven Market Intelligence

2 The Cornerstones Data Management Data Appends / Analysis Data Visualization Target Solutions

3 Data Management

4 Data Management Data Warehousing Creation / Maintenance Providing expertise from a marketing perspective about what data will work towards ROI saves time and headaches in any customer centric process. We are certified in Data Warehousing Methodology and Planning. Data Cleansing Merge/Purge multiple source data CASS, DPV and LACS processing NCOA updating to 48 months Match-coding List Suppressions Data Consultation Postal Optimization and Analysis

5 Case Study Huguley Memorial Medical Center HMMC began opening satellite medical clinics throughout the southern part of Tarrant County and into Johnson County, which created multiple new strategic needs. We consulted with them through the discovery process, which assessed their current data, marketing objectives, and goals over the next few years with this new undertaking called Huguley Medical Associates or HMA. SOLUTION: Analyzed emergency room patients and other operational data to establish a core trade area. Established an 11 zip code core trade area; in which approximately 89% of clients reside. Established a data warehouse of every address in that core trade area. Appended demographics and HMA touch point data to access as needed and created an HMA model for to prepare for site selections. This included a five mile radius, number of households, demographic thresholds, etc. Each time a prospective site was identified, the model was run to determine the site quality. As clinics came online, the models were revised using actual clinic data blended with the data warehouse information.

6 HMA Crowley Site Analysis

7 HMA Demo Report Identifies each Postal carrier route (CRRT) in the radius, the demographics of each route, total households/population in each route, totals for the site as well as the distance that route is from the proposed HMA site.

8 Data Append / Analysis

9 Data Append / Analysis APPEND Append Consumer Demographics / Lifestyle Data Append addresses Append Business Firmagraphics Append Segmentation codes (Prizm, Mosaic, etc.) Create Custom Segmentation (Client Specific) ANALYZE Aggregate and analyze the data within the database Overlay any segmentation to the primary market Compare data to base market, identify trends / gaps Create Regression, RFM, or other need specific models Customizing this package for each client and their unique needs, makes selecting the right fit is the most important step in the process.

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11 Case Study 360 WEST MAGAZINE 360 West Magazine is a monthly upscale publication with a mailed circulation to 27,000 high-end households west of the Hwy 360 corridor in Tarrant, Johnson, Parker, and Hood counties. They were looking for additional revenue streams and to further build brand awareness. SOLUTION: Purchased appended addresses to the mailing list. Completed the electronic opt out process to satisfy spam requirements. Net 9,324 new marketable addresses. Combined new addresses with internal lists. New list of approximately 11,000. Offered this database and HTML design services to advertisers to send e-blasts about special events, new merchandise lines, and special offers for additional revenue.

12 The Process

13 Data Visualization

14 Data Visualization Show Spreadsheet data visually These data visualization techniques are outstanding, as they allow clients to take in information in ways other than spreadsheets. 1. Distance Radius and Drive Time Maps. 2. Point Coded Maps. 3. Thematic Demographic Maps. 4. Create Site Selection Expertise when combined with demographic analysis. 5. Create trade zones and trade areas more accurately.

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16 HMA Crowley Site Analysis

17 360 West Distribution Point Coded Map

18 Case Study Local Spa & Skin Care Practice A local spa had been marketing equally to all the zip codes that touched their location zip code. It mapped out to as much as 8.5 miles from their location. As 2009 came in with a resounding recession, they wanted to cut costs but not lose market share. SOLUTION: We performed a geographic analysis of their database. Found that over 90% of clients only traveled 3.8 miles. Concluded they were wasting their money mailing to the remainder of the list. They had addresses of roughly 33% of their clients. They mailed a newsletter to each client every quarter, so we merged-purged their data lists, combined into 1 functional list and electronically delivered the newsletter to those with an , and reduced their mail costs by mailing only the net names. Provided them with an accurate data model of their ideal customer. Provided a list of all prospect households that matched within the new 3.8 mile viable geographic boundary.

19 Target Solutions

20 Target Solutions When the marketing challenge calls for prospect data lists, we surpass all others in expertise: Consumer Lists Equifax and Axciom compiled data at the address level. Lists lists appended to your data to expand your target capabilities. Business Lists Dun & Bradstreet / Info USA data, premier sources for business lists. Specialty Lists We access and offer many specialty lists, including New Movers, Nurses, Fitness Interest, Foreign Travelers, Magazine subscribers, Segmentation lists Size of home, Age of home, and hundreds of others.

21 Case Study Downtown Bank Locally Owned Downtown Bank, with four locations in Tarrant County, was looking for a way to get a jump on new businesses coming into our market by contacting them about banking services before the new business got the doors open. SOLUTION: Dun & Bradstreet and Info USA update their data lists quarterly. In addition, they have to find the business through discovery before adding them to their database. Businesses would be 6-9 months old, before being in their database. This solution would have to come from out of the box. We remembered that New Sales Tax Permits and New Corporate Charter filings were public record. We purchased an online subscription to the State of Texas database, then downloaded all new permits weekly. We sorted the data into market segments for each location and provided the client a spreadsheet of the new business information including, contact name, address, first expected business day, NAICS code to indicate industry type, and what location number this was for that business.

22 Direct Mail Solutions When the marketing mix calls for direct mail targeting, we bring the best solutions to the table. Superior Data Hygiene. Variable Data Printing and Integration In House. In Depth Postal Expertise. Expert blending of and traditional mail.

23 Summary DMMK has the background, experience, and understanding of the why, when, and where to use data intelligence to help fortify your recommendations and clarify your path. We speak your language. We understand that each situation is unique. We know that intelligence is useless unless it is actionable. We represent a new revenue source for you.