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Marketing-Optimized Databases™
A unique approach that translates into impressive
ROI for you
The uniqueness of Daystar Wheaton Group’s Marketing-Optimized
Databases™ rests on content rather than technology.
Daystar Wheaton Group, along with a number of other
suppliers, has solved the technological challenges
of large databases. So, in that regard we are not unique.
What is unique is our approach to content.
Best-Practices Marketing Database Content™ informs
every aspect of Daystar Wheaton Group’s Marketing
Database design and management practice. Our strategy
is very simple: maximize the money-making potential
of your database. Prudent managers expect a robust
return on their investments, and Daystar Wheaton Group
believes that a Marketing Database should not be any
different.
Best-Practices Marketing Database Content™ rests
on four pillars: granularity, completeness, integrity
and access. No sophisticated data mining techniques
or high-priced consulting can make up for shortcomings
in any one of these areas. So, what does Daystar Wheaton
Group mean by these?
Granularity means that data is maintained and available
upon demand at the most atomic level at which it can
be collected. Summaries are never created at the expense
of discarding atomic-level data or making it difficult
to access.
Completeness means that ALL data is maintained over
appropriate, potentially lengthy, historical time spans.
By all data, Daystar Wheaton Group means – at
a minimum – performance, post-performance, ship-to/bill-to
and promotion history data – across all physical
as well as electronic channels. Where appropriate,
overlay data should also be included. Under no circumstances
is data ever discarded. When deemed aged beyond relevant
historical spans, it is archived in an easily-accessible,
reliable and secure manner.
Integrity means that rigorous quality-control processes
ensure the accuracy of all data from the initial build
through every subsequent update and maintenance cycle.
Accuracy refers not only to the data itself but also
to the maintenance of historically consistent and accurate
customer and household relationships and business hierarchies.
Access means the ability to query, analyze, and select
all of the data from the most granular level through
high-level summaries quickly and easily. It also encompasses
the ability to do all of these for any state of the
data ranging from present-time through arbitrarily
defined historical point-in-time views.
Campaign Management means synthesizing
the benefits of Granularity, Completeness, Integrity
and Access into highly-targeted, multi-channel promotional
campaigns. It means providing a marketing database
solution that fully-integrates the medium of email – including
creation, data-driven dynamic content, efficient deployment,
and insightful metrics.
What is the road to Best-Practices Marketing Database
Content™? It is the exhaustive Data Discovery that
Daystar Wheaton Group employs for each Marketing Database
that it builds. At Daystar Wheaton Group, data management
experts, who themselves are experienced database marketers
and data miners, drive the Data Discovery. This means
that clients get more than just competent technical
execution; they get direct and database marketing insight
as well.
For a detailed discussion of Daystar Wheaton Group’s
Best-Practices Marketing Database Content™, please
see the following articles from Daystar
Wheaton Group’s
Database Marketing Knowledge Base:
Daystar Wheaton Group’s Best-Practices Database
Content™ approach ensures the maximization of the
money-making potential of your Marketing Database investment.
Realizing that potential, however, requires three additional
competencies:
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DB Pro™ Desktop Access & Campaign Management
Daystar Wheaton Group provides the DB Pro™ Marketing
Suite of desktop access and campaign management tools,
powered by Alterian. Clients can combine Best-Practices
Marketing Database Content™ with Web-based access
to their data, as well as cutting edge tools to manipulate
the data.
DB Pro™ enables marketers to gain data-driven insight
via intuitive, visual segmentation tools. Large marketing
databases can be analyzed in their entirety at extremely
high speeds; that is, all of the atomic-level detail
on each individual customer, inquirer and – when
applicable – prospect. This, in turn, supports
unique “train-of-thought” analysis capabilities.
The “train-of-thought” analysis capabilities
of DB Pro™ is one of its greatest strengths. In short, “train-of-thought” analysis
means that the analyst can go wherever his or her insights
into the data lead, without ever running into the brick
wall of the inherent design limitations of cube-based
architectures. Essentially, cube-based architectures
impose the burden on the analyst and architect of foreseeing
ALL of the analyses one would ever pursue. Given the
iterative nature of data exploration and analysis,
this is simply impossible. The most common outcome
is that, within an hour or two of using a painstakingly
architected cube-based tool, the analyst comes up with
an essential query not foreseen by the architect. The
most common response is, “But you didn’t
ask for that up front!” With cube-based architectures, “train-of-thought” analysis
typically degenerates rapidly into a train wreck. Daystar
Wheaton Group’s approach, embodied in its Best-Practices
Marketing Database Content™ combined with
DB Pro’s™ superior architecture and design, will ensure that
your analyses are never derailed.
DB Pro™ is a single platform on which a series of
marketing and analytical activities can be seamlessly
conducted. The following can be executed in a single
environment: data visualization, customer (and inquirer
and prospect) analysis, marketing optimization, campaign
management, marketing execution, and evaluation
of campaign effectiveness. Specifically, DB Pro™ is
comprised of the following modules:
Visualization and Exploration – Provides marketers
with “train-of-thought” analysis capability
directly from the desktop, thereby enabling them to
gain greater understanding, identify opportunities,
and make more informed business decisions. This is
accomplished by allowing the user to define segments,
profile these segments and employ various visualization
techniques to uncover patterns within the data.
Campaign Manager – Allows marketers to transform
to action the insight gleaned from other DB Pro™ applications,
in the form of highly-targeted campaigns.
Selection Planner – Is an intuitive interface
that provides an easy-to-use method to define, select
and manage complex, production-oriented campaigns.
This full-featured tool allows a large number of list
segments and mail file selections to be stored for
subsequent manipulation.
Email Pro™ – Manages email and online
marketing campaigns from a comprehensive platform that
includes content management, email deployment, and
online response and activity tracking.
Analysis and Reporting – Provides marketers
with the ability to generate reports that help them
understand and compare the performance of campaigns,
customer segments and product ranges. With a focus
on business analysis, the tool allows users to be self-sufficient.
No intervention from technical resources is required,
and both “train-of-thought” and “guided” analysis
is supported.
Business Reporting – Enables DB Pro™ to serve
as the source of information to the entire enterprise,
instead of just to the marketing analysts. This allows
a large number of individuals to be kept apprised on
how the business is performing; for example, through
the regular generation of specialized reports.
Finally, DB Pro™ overcomes one of the great historical
hurdles to integrated marketing, namely the silo effect.
With Daystar Wheaton Group’s DB Pro™ solution,
all data – off-line, email, and on-line – are
integrated into one seamless application. In a world
where understanding the multi-channel behavior of your
customers grows ever more critical to your top-and
bottom-line success, this is a capability that no marketer
can afford to forgo.
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