The application of data fusion for customer insight

2. Data Fusion The Final Frontier An Introduction to MARKETGEM ™ Michael Collins BA(Hons), DipM, MCIM, FIDM Managing Consultant - Database Marketing Counsel Visiting University Lecturer in Database Marketing & CRM

3. The Classic Strategic Circle RESPONSE TUNE STRATEGY DATABASE COMMUNICATION ANALYSE RESPONSE

5. How do you understand your customers? Behaviour Purchases Responses Queries Complaints Profile Demographics Lifestyle Personal Psychographics Attitudes Aspirations Preferences Retention Acquisition Cloning

6. How Do Customers Segment Themselves? Email Phone Mail Sales Visit SPECTRUM OF RELATIONSHIP I need constant contact I know where you are when I want something

15. Why MarketGEM ™ ? 360 ° VIEW OF THE CONTACTS The WHAT, WHEN, WHO, WHICH & HOW MUCH Customers Prospects Suspects Promotions Complaints Branches Products Campaign Response Source Quotations Referrals Lifetime Expenditure Enquiries

16. Why MarketGEM ™ ? … but you also want to know WHY? … . and who else WILL behave in a similar way … .to build a model that will identify the “nuggets of opportunity” just waiting to benefit your relationship with your customers

17. A Process of data fusion……. The MarketGEM ™ Process

18. Your Systems Data (Customers & Transactions) Start with your own data……. The MarketGEM ™ Process Names Addresses Postcodes Source Campaign history Response History Purchase History Enquiries Complaints Referrals Data acquired

19. Your Systems Data (Members & Transactions) … enhancement & enrichment… The MarketGEM ™ Process External Qualification (Demographics & Classifications) Demographics Lifestyle Product Purchase Magazine Subscriptions Postcode verification

20. Your Systems Data External Qualification (Members & Transactions) (Demographics & Classifications) … enhancement & enrichment… This is the basis for a fast start - maximising available data for business decisions Define your SEGMENTS and determine your “GOLDEN QUESTIONS” The MarketGEM ™ Process

21. The MarketGEM ™ Process Targeted Market Research Your Systems Data External Qualification (Attitudes & Aspirations) (Members & Transactions) (Demographics & Classifications) ..add bespoke research data…

22. The MarketGEM ™ Process Targeted Market Research Your Systems Data External Qualification (Attitudes & Aspirations) (Members & Transactions) (Demographics & Classifications) … a model is built Deliver actionable direction for immediate benefit, stage by stage

32. Application – B2B Company Name Postcode Business Demographics Sector Registration Code Advertising spend Job Function Job Title Turnover Product/Service 1. Business demographics: Enhancement /verification 2. PAF data (UK & Foreign) Address verification & formatting 3. Weather/Travel Info 4. Advertising Monitoring Market share, expenditure comparison 5. Sector performance Adding External Data

35. Why MarketGEM ™ ? Maximised yield from web and brochure layout £25k+ to bottom line, risk reduction & cashflow benefits £1.25m increased turnover

36. Thank You www.marketgem.co.uk Data Fusion The Final Frontier An Introduction to MARKETGEM ™