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Database Analytics & Marketing Research
Database Analytics & Marketing Research
Much of targeted database marketing depends on the past behavior and
demographics of the customers represented in the database; i.e., we know who
the customers are, and how they have responded in the past. Even if we have
fairly complete transaction history and contact history for customers, it is
becoming more and more apparent that history alone is insufficient.
It’s like driving a car by looking only in the rearview mirror.
This works fine as long as the road is straight, but curves in the road lead to
disaster. Markets are constantly changing and marketing research allows us to
look out of the front windshield and anticipate the curves ahead. It allows us
to understand and predict, and be “ahead of the curve.”
Marketing Research Services for Database Analytics
Decision Analyst’s marketing research services for database
marketing include the following:
Online Qualitative Research
We can target subgroups within the customer database and determine motivations,
perceptions, and preferences. This in turn can lead to new positionings, new
messages, and new methods of attack.
Online Surveys
Customer groups can be identified and surveyed to develop projectible data for
all customers and subsets of customers to assist in targeting and segmentation
analyses.
Text Mining In Unstructured Or Semistructured Data Sets
Most text or open-ended comments in customer databases are never fully analyzed
or understood. Decision Analyst uses powerful coding software systems to reveal
the true messages customers are trying to send and reports them in an
understandable way.
Testing Marketing Programs
Using its worldwide Internet panels and research systems, Decision Analyst can
economically test the following marketing materials for effectiveness (before
deployment):
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Brochures
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Ads
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Promotions
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Product offers
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Catalogs
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Web design
Volumetric Forecasting
The sales and profit potential of new marketing programs can be experimentally
derived, so that realistic estimates of first-year performance of new programs
and offers can be accurately forecast.
Marketing Optimization
Let Database Analytic Services at Decision Analyst help you get the very most
out of your telephone, direct mail, and email campaigns. Our experience with
direct response campaigns, combined with Decision Analyst’s marketing
research resources can help optimize TM scripts, direct mail offers, and email
offers to net the highest possible response rates. We can also help test direct
response ads and catalog designs (both online and offline), to maximize
response, profit, or lifetime value, or to optimize a combination of all three.
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Telephone
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Direct Mail
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Email
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Direct response advertising (online & offline)
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Catalog (online & offline)
Innovation Services For Database Analytics
“The only thing constant is change.” Product life expectancy is
decreasing. That’s why new product and promotional ideas are more
critical now than ever before. Decision Analyst Innovation Services can
generate the new ideas that will lead to business success, as follows:
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New product ideas
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New positioning and branding concepts
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Advertising messages
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Promotional offers
Other Database Analytics Services include:
Additional Resources from Decision Analyst
If you would like more information
on Database Analytic Services, please contact
Rod Carver by
email
or call 1.800.ANALYSIS (262.5974).
Brochures
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