The New Vanguard
“Our testing could easily extend into other channels, such as telemarketing scripting,” Roberts says. “Also, it could be used to vary incentives, to generate greater relevance between the mail piece and the consumer, and thus [generate] more response.”
He is most excited about the potential these tools have to greatly maximize efficiency and ROI by allowing HRBMC to “identify thresholds of performance per segment, and to establish selection/suppression limits per segment.”
Getting to this point has required a substantial commitment of time and resources on HRBMC’s part to identify the business goal, plan a data roadmap to follow, assess available resources and set a budget. When asked what has been the best investment HRBMC made in advancing its database marketing efforts, Roberts unequivocally singles out his company’s analytical data mart. “It was the basis for all of our house list modeling, profiling and segmentation. And an incredible learning experience. A recommendation to anyone considering the development of an analytic data mart—be involved. The exploratory data analysis, in particular, can provide remarkable insight as to marketing opportunities.”—HM
The Data Integrator
Al Rosato, Director of Database Marketing, MediaLive International Inc.
When Al Rosato joined event marketer MediaLive International Inc. (MLII) in October 2004, the company—whose brand portfolio includes 20 annual, global events spanning emerging, accelerating and established technology markets—was going through organizational change. Some of the turnover meant much of the database history was lost. Brought in to complete the database build, Rosato had to start fresh with new vendors and registration companies. Rosato applied his data integration expertise to help MLII implement a holistic approach to data management.
Rosato’s accomplishments over the past year and a half are numerous: “We’ve brought all legacy data into the database and have established standardized data capture and feeds from all sources going into the database,” he describes. “Now, I’m focusing on better customer relationship management to be able to match our customers with relevant events and opportunities. One of my goals is to be able to help our exhibitors ‘see’ who would attend our events and to be able to help attendees find out more about the products and services of our exhibitors.”