April 6, 2016

Data Driven Marketing

By Charlene Plows, Head of Client Services at Romax marketing.

Data Driven Marketing

Gone are the days, when you had a database of 50,000 consumers to whom you would simply ‘blanket mail’ the same message or offer hoping for interaction. You now need to stand out from the crowd using data driven marketing.

Nowadays, with all the different means of marketing it so important that you understand your customers and capture all the possible information you can. BIG DATA is the Black Gold of the 21st century. If you are not securely and safely capturing and using data about your clients’ sales activities, and their propensity to engage with you, you will be falling behind the curve and will eventually lose out to your competitors.

Data does make or break a campaign. The more relative the message is to the individual, the more likely you are going to receive a positive response. It does not have to be overtly ‘personalised’ or unnecessarily branded with their name, but in terms of the printed offer or message, this DEFINITELY SHOULD be positioned in relation to the preferences of your client.

The great thing is, that now the technology and expertise exists to manipulate data as little or us much as you need, so you that can send a multi message campaign to sets of individuals with personal messages, without losing out on any postage or experiencing any marketing downside.

Here’s an example of data driven marketing

An example of a targeted and relevant piece of direct marketing: Following a holiday, around six months after my return, I received a direct mail piece from the tour operator with a picture of the destination I had visited, containing a picture of the exact hotel! Immediately this brings back great memories and I am already itching to book again. This is an easily achieved print process driven from flags within the data, denoting which variable image to import based on my data record/history.

Not only is it vital to understand your clients, it is essential that your data is as up to date and as clean as possible. Can you imagine if you were to send out a charity appeal campaign requesting a donation and it was sent to the same two recipients at the same address? Surely their first reaction would be:-

‘Why would I donate to a charity when they quite clearly don’t mind wasting money on sending out duplicate packs?’

Worse than this, how would you feel if you received a marketing communication selling life insurance which was addressed to a loved one who had passed away?

All of this can, with a little planning and engagement, be avoided. How? By speaking with your supplier about how to ride the wave of BIG DATA and its relevance to data driven marketing. Be on the crest of the wave not drowning in the aftermath of the storm.

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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February 25, 2016

Data Can Make or Break Your Marketing Campaign

Your marketing data is constantly evolving and changing.

Without an in-depth overview of how clean and accurate your lists are. The socio-geographic make up. The individual’s Spending Power. Their Status along with other Big Data insights, you simply cannot make a genuinely strategic marketing decision.

Data Cleansing

According to Office of National Statistics (ONS) Over 500,000 people pass-away every year. 4 million people move house. Customer data deteriorates rapidly. In fact, if you fail to maintain it, you will find that much of it is useless within three years.

Data should be the starting block for all marketing campaigns

So to assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your main income generating resource actually is. You should check and analyse your databases thoroughly before you even start the design process.

Data Cleansing for Business

Stretch your budget further! Only mail to those who will respond, use these savings from a reduction in mailing volume to increase the impact of your mailing pack. The last thing you want is bags of returned mail that need both managing and have cost you money to produce!

Have your data analysed by a reputable company that is ISO 27001 Data Management and Security accredited. A FREE Data Audit* will assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your database actually is!

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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August 6, 2015

Big Data and Data Quality in Direct Marketing

Big Data and Data Quality in Direct Marketing

A survey conducted by TEK systems (as subsidiary of Alegis Group, a talent management firm) found that over 60% of IT leaders lacked good data quality and had issues with data governance.

With the increasing production, storage and aggregation of data, the challenges of creating workable and maintainable data are increasing exponentially. Vendors surveyed claimed that customers routinely use sub-optimal data for analytics and marketing campaigns.

Some of the primary issues involve

  • Incomplete data
  • Governance of data quality on population
  • Lack of data validation & corrupted data
  • Incompatible characters sets & formatting

 

The concept of garbage in – garbage out still holds true. The true value of data, as a business asset that can be optimised and grown in value with time, is constrained and even jeopardised by poor data design and governance. The impact on customer outreach and direct marketing can really affect our customers at both a sales and earnings line level as they increase customer acquisition costs and limit the effectiveness of their marketing.

The UK-based direct marketing sector has extensive knowledge and experience of data management. As an industry we can help any company seeking to get on top of their data management requirements, to maximise return on their marketing investment through targeted personalised data-driven communication across any medium.

By using sophisticated software and a logical approach to data quality, mining and governance many mailing houses and data providers are able to ensure that marketing professionals can access the rich information and big data analytics that deliver effective messaging to audiences at the right time. Our industry’s data governance consistently demonstrates high security for data, a need demanded by cross-channel advertisers.

Data for marketing campaigns has been the mainstay of the direct mail industry long before ‘big data’ was heard of as a term, helping customers, to develop smarter and more effective marketing campaigns. Understanding your data shows how best to get started profiting from your data.

Customer data augmentation and enhancement services can further enrich key details to your customer database. This service allows you to identify key characteristics of your target audience; those most likely to drive customer acquisition.  Customer data enhancement services are provided by many suppliers and lead to costs being saved, a more powerful campaign and as an added bonus – compliance with the data protection act.

If you understand and use your data properly, then building a business case for data governance, cleansing and targeted direct marketing can help you increase ROI in your marketing spend.

romax.co.uk

 

July 9, 2015

Big Data – the opportunities and pitfalls

We all understand we live in the age of “data” – right?

 

Watches being replaced by activity trackers beaming our latest step count failure via bluetooth to E-commerce sites recording our every move and then bombarding us with the same items on every web page we visit.

A recent study concluded that 90% of data has been created in the past two years. Social sharing via Twitter, Facebook, LinkedIn and others of text, pictures, videos, status and location generate huge quantities of what is termed “Big Data”. But what is Big Data and why, if your job involves marketing, do you need to understand it?

 

Throughout various sectors organisations are adopting big data analytics ensuring when they communicate with customers or prospective customers, they do so from a position of knowledge. When customers visit your website you should know, with the technology available, what product or service they viewed, reviews, promotion influence, page layout and crucially if they wanted a follow-up communication. All of this information becomes “big data” within your organisation. Don’t forget your salespeople can be just as valuable at data collecting as your website using data collecting techniques such as newsletter sign-ups and questionnaires.

This now enables organisations, big and small, to highly personalise their offers and communications whether via offline or online media channels. The eventual result will be to move a person from a customer to a brand evangelist.

However, in this brave new world, lurks danger to the unwary. Data specialists are hard to recruit and using a specialist provider, such as Romax, is often the best way to avoid the pitfalls of data security and compliance. A Mckinsey report states that demand will outstrip supply of data specialists by 60% by 2018.

Organisations which collect data often fail to organise their databases or allow for a connected internal framework which allows input from various data collecting channels into a single customer view (SCV). Many companies have now realised this and are investing in the skillsets, framework and producing clear objectives so as to take advantage of the usefulness of “Big Data”.

 

To conclude, companies be it a startup or expert in business need to keep in mind that this technology is only for those that can handle it. Prudence should prevail at all times but the rewards can make a massive difference to your organisation’s success.

Wes Dowding
Operations & Technology Director

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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