Database & Direct Marketing Solutions
Case Studies - Database Marketing 101
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Database Marketing is a term that is thrown around without regard for the audience. In my roles as an Account Manager, Marketing Manager, Database Marketing Specialist, and so on, I have explained the importance of Database Marketing and helped companies grow, once they embraced its power. The best way to explain Database Marketing is with an example or two. Once you read the examples you will have that eureka moment and then understand why Database Marketing is important to your business.
Auto Industry:
Background:
A leading auto dealer cannot seem to find a reason why they are having less than desired sales. They are having sales events, the product lines are solid and they even seem to be getting some internet traffic. The one missing element is converted sales and there does not seem to be an apparent answer.
The Problem:
- Auto dealers gather information from a customer that goes into a system and rarely utilized in the most powerful way.
- Potential customers visit the dealership website for price as well as walk into the dealer location without information gathered about that person
- The lack of information is causing a breakdown in the marketing machine. The dealer knows who is buying, to a point, but they aren't sure who isn't buying
- The dealership was relying on a high priced solution because they were not aware that basic data analysis uncovers nuggets of useful information that is usually unseen
The Solution:
- Review current data and determine if there are missing elements
- Cleanse data to ensure the records and valid, up to date, and consistently formatted
- Fill in the gaps with important information that is missing i.e. phone, email, demographics, and even purchase behavior
- Find like characteristics and reach a customer that you might not know exists
This auto dealer found out a few key facts that enables them to better target and communicate with their existing and potential customer base.
Healthcare Industry:
Background:
An eye surgeon receives referrals from various doctors that are either unable or unqualified to perform specific procedures. There is no lack of patients but the doctor realizes that some months are busy and some are slow, leaving them throwing up their arms wondering why.
The Problem:
- This doctor, while very good at his specialty and always providing top-notch medical attention, is not a marketer.
- Doctors see all of their patients and feel that they make some sort of connection, leaving them with the feeling that they know their patient base.
- Assuming is counterproductive, especially when you can verify information.
- It was determined that the doctor knew a lot, but not everything, and there were unfortunately holes in the marketing plan.
The Solution:
- Use the information you have to help find new patients
- JWconsulting built a tracking system that allowed the doctor to see exactly who makes referrals
- Track referral data to determine who is sending patients
- Find trends and use tactics to adjust for slower times
- Keep up communication with current patients because it's not just doctors that refer
Both examples illustrate how businesses discovered ways to grow their revenue and customer base by strategically utilizing internal data. There are a number of solutions that. JWconsulting is your middle ground solution, we are very experienced, provide excellent service, offer unique solutions, and are cost effective.