update on database research and marketing technology mathijs vleeming & mijke smit 11th iccrm

Update onDatabase Research and Marketing Technology

Mathijs Vleeming & Mijke Smit

11th ICCRMSeville, Spain7-9 July 2005

www.iccaworld.com

11th ICCRM, Seville, 2005

Programme

1 Introduction: Technology trends in the meetings industry

2 Database research and marketing technology applications

3 The Database Development Process4 Case study 1: ICCA Corporate Database5 Case study 2: International Convention

Monitor6 Conclusions: Do’s and Don’ts in Database

Development

• Online registration & booking modules (GDS)• Site selection via the Internet• Improved AV-equipment• Electronic batches (RFID)• Mobile technology• Virtual Meetings• Semantic (“of, or relating to meaning”)

• Other trends?

11th ICCRM, Seville, 2005

1 Technology trends in the meetings industry

Online database modules:

• Online database administration and distribution

• Digital forms (surveys, ordering & paying)

• Email marketing• Data analysis• CRM tools

11th ICCRM, Seville, 2005

2 Database research and marketing technology applications

11th ICCRM, Seville, 2005

3 The Database Development Process

Formulation of objectives

Planning and budget

Testing

Concept building and collection of information

Implementation and Evaluation

1. Who is using a local Access or Excel database as a research database?

2. Who is using an online application?

3. Do you use a standard software package for this or are you using a tailor-made application?

11th ICCRM, Seville, 2005

Questions

1997• Administration: Access Database• Distribution: Make selection on ICCA

website, records send by email.2001• Distribution through CD-ROM2002• Corporate Database Online2004• Administration: Online Administration

Modules

11th ICCRM, Seville, 2005

4 Case Study 1: ICCA Corporate Database

• Questionnaires send out by letter, response by fax

Low response, unreadable and often incomplete data, researchers spend a lot of time on handling mailing and data entry of response

• Follow-up through telemarketing TM Bureaus work with copy of

database

11th ICCRM, Seville, 2005

ICCA Corporate Database ResearchIn 1997…

• Digital questionnaires more user-friendly and less data entry

• Check email-addresses / fax• Advanced international address

system• “Report an Update” Higher response rate

Research more efficient!• Mass Emailings send out to batches

with “one click”• Response has to be approved only• All researchers use the same source Huge time savings11th ICCRM, Seville, 2005

ICCA Corporate Database Research… and now:

11th ICCRM, Seville, 2005

3 Case Study 1: ICCA Corporate Database

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005

11th ICCRM, Seville, 2005