7 Tips for your Data

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Short and sweet Data Facts!

1. Ensure data quality. 
Keep alert of poor data entry and false information, as well as duplicates. It is important to clean the data before every use. This will ensure you’re not wasting your marketing budget or your precious time.


2. Enable users to get the insight they need.

Invest time into ascertain exactly what information you need and why. Build a customised report to get the data and insights you need and will use.


3. Invest in a system (database) that works for you.

Research or trial various systems. Decide as a team what system will work for you and your business needs.


4. Think big, but start small.

Schedule your data use and system plan in small steps. Begin with small data pools if you can, keeping accuracy high and the size will be much more manageable. Smaller steps mean it’s easy to take a step back and start again if required.


5. Establish meaningful supporter segments.

Hypothesise and test your data. It will take multiple attempts to find what you’re looking for. Weed out the bad and work with the good.


6. Take the bad with the good.

You can choose to learn from both success and failure. Total failure is when you fail to learn anything from a test or campaign. You can discover a huge amount about what to do by examining why people didn’t take the action you hoped they would. Analyse the bad regularly. Take a positive action, and the impact could benefit you significantly.


7. Model and predict profitable loyalty and motivations.

Your most loyal supporters may not be the ones who give you most. Look for events that trigger behaviours. Identify the tends and the activities that they cause. By understanding and stimulating these within profitable segments, you could find the treasure within your data. Learn why and when to send the right communication (email, SMS, direct mail) to whom and with what message.









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7 Reasons to Use Direct Mail

Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
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