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BUILDING A BETTER DATABASE The Whitley Group October 20, 2011
| Date post: | 17-Jan-2015 |
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Business |
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BUILDING A BETTER DATABASE
The Whitley GroupOctober 20, 2011
ROSS CLURMANDirector of Marketing@rossclurman
THE WHITLEY GROUPPrinting and message logistics.
Defining your database +
Refining your database +
Data collection methods +
Growing and maintaining your database +
AGENDA
DEFINING YOUR DATABASE
What information do you want? +
What information do you have? +
How will you be using the information? +
TYPES OF CONTACT DATA
Basic contact information +
Advanced contact information +
Contact preferences +
Demographic data +
Member history +
RELATIONAL DATABASES
History Events
Contact Info
REFINING YOUR DATABASE
Remove unnecessary fields +
Add new fields +
Purge duplicate data +
Normalize and update contact information +
First Name
Last Name
Address
Apt / Suite / Floor
City
State
ZIP
Phone
Ross
Clurman
4129 Commercial Center Drive
Suite 400
Austin
TX
78744
(512) 476-7101
UPDATE
Please take a moment and verify your contact details.
Landing pages +
Contact forms +
Online/offline surveys +
List purchases +
Events +
COLLECTION METHODS
CONSIDERATIONS
What is the goal, or CTA? +
Who is the audience? +
How will users be accessing? +
BEST PRACTICES
Implement controls for known options +
Provide help and guide responses +
Validate all freeform fields +
Stay above the fold +
Track the source +
Limit required fields +
Immediately follow up +
BEST PRACTICES
*
MAINTAINING YOUR DATABASE
Quarterly: Cleanse data +
Bi-quarterly: Verify contact info +
Annually: Review fields and optimize +
GROWING YOUR DATABASE
Plan ahead +
Consider a CRM +
Implement a marketing strategy +
THANK YOUwww.whitleyplus.com | @thewhitleygroup
(512) 476-7101
ROSS CLURMANDirector of Marketing@rossclurman
