Before, ASC couldn’t really suppress addresses for the purposes of, say, only sending one offer per household, and now it can do much more. “If they want to send a direct mail piece to everyone who purchased a season ticket, or if they want to send out an offer, but they want to exclude people who made a lot of purchases last year [for the purposes of making a different offer], they can do that,” explains Vannett. “Because the data is integrated, they can suppress data easily.”
The database also has helped ASC’s cross-channel marketing by incorporating e-mail addresses. “If they have 10,000 people who say they want more information, and 5,000 of them provided e-mail addresses,” explains Vannett, “they can save money by sending e-mail to the first 5,000.”
The marketing department can pull lists every day and do analysis 24 hours a day, seven days a week thanks to the Web-enabled application.
Tools Used: Dovetail’s Dovetail 2.0 application
Case Study: Information provider suffered from bad data
Situation: LexisNexis, known for providing reliable legal and corporate information, was experiencing a data breakdown in its marketing efforts. For a company whose some 2,000 mailing campaigns generate roughly 12 million mail pieces per year, sending multiple copies of mailings to the same person, mailing to the deceased and hitting recipients with rapid-fire offers from different departments was simply inefficient.
Problem: “Our direct marketing efforts were coming out of our business intelligence system, essentially a billing and usage system,” says Bill Welch, marketing systems manager for LexisNexis. The company employs many complicated billing and pricing schemes, and due to the nature of law firms, one firm might pay the bills for 30 offices. “Our back office system wasn’t good at housing information to send stuff to individual offices. It’s perfectly good as a billing database, but wasn’t very good for doing contact work.”