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Chapter 4.1 : Marketing database essentials

4.1 – 1Author/Consultant: Brian Wyatt

Chapter 4.1

Marketing database essentials

This chapter includes:

�� What is a marketing database?

�� Types of marketing database

�� Changing demands on the marketing database

�� The essential elements of a marketing database

�� Organising the data

�� Sources of data

�� Validating, loading and cleansing data

�� Deduplication

�� Getting reports from a database

�� Data manipulation – working with the data

�� Data analysis – understanding the data

�� Techniques to improve database performance

�� B2B considerations

�� Dos and don’ts of building a marketing database

About this chapter

With the growing recognition in the last few years that insight and

knowledge about customers has tremendous value for organisations

there has been continued investment in the development of marketing

databases. Marketing databases are being adopted by organisations in a growing

range of industry sectors and by organisations of all sizes.

Marketing databases are becoming even more valuable as the media landscape

continues to evolve, enabling marketers not only to exploit the opportunities

presented by new media and channels, but also providing a central means of co-

ordinating a multi-channel strategy. It is therefore increasingly important for

marketers to understand in general terms how a marketing database operates.

4.1 – 2


Chapter 4.1

Marketing database essentials

What is a marketing database?

According to The New Oxford Dictionary of English (2001), a database is ‘a

structured set of data held in a computer, especially one that is

accessible in various ways’.

The term marketing database deserves a narrower definition. For the purposes of

this chapter, we will define it as:

As with any subject where technology is involved, there is a lot of jargon and

apparent complexity associated with marketing databases. The aim of this chapter

is to lay out the key elements and capabilities of marketing databases so that a

marketer can feel comfortable with the main concepts when working with more

specialist personnel who would be directly involved in the design, implementation

or running of a marketing database.

Brian Wyatt, Head of Consulting, Acxiom Ltd

Counting House

Tooley Street

London SE1 2QN

020 7526 5100

[email protected]

Brian has worked in marketing and marketing

technology for over fifteen years. He has been

with Acxiom since 1998, working with clients in

the financial services, telecommunications,

automotive, technology and publishing sectors.

Prior to joining Acxiom Brian worked for Lex

Service and Volvo Cars. While at Volvo he led an

international team that designed a customer

database for use in worldwide markets, and

implemented what was at the time the UK’s most

sophisticated internet used car locator.

Since joining Acxiom’s consulting organisation in

2001 Brian has carried out a large number of

assignments spanning data quality, data strategy,

database management, customer insight and

contact strategy. Clients he has worked with

include MSN, GM, Capital One, Time Life and O2.

A key aspect of most of these projects has been

helping clients identify and quantify the revenue

and cost-saving benefits of improving database

marketing efficiency and effectiveness.

Brian’s background means that he looks at the

technical aspects of database marketing from a

business perspective, and can therefore ensure

that the data and technology are really aligned

with marketers’ objectives. He is also able to

offer expertise across the spectrum from initial

strategic planning right through to campaign

delivery.

Brian has spoken at industry seminars in the UK

and Europe and makes regular contributions to

the specialist direct marketing press.


4.1 – 3

‘A comprehensive collection of inter-related customer and prospect data that allows the

timely and accurate retrieval, use or manipulation of that data to support the marketing

objectives of the enterprise’.

Our aim with a marketing database is to bring together all that we know about

individual customers so we can make the best possible decisions about how to

market to them, and how to service them. This is why you will often hear a

marketing database described as a customer-centric or customer-focused

database, or that it provides a ‘single view’ of the customer.

The diagram below shows a fairly typical layout for a marketing database. Starting

on the left, information from various data sources is taken into the database,

having been cleansed and validated. Two software tools, one for analysis and one

for running campaigns, take information from the database and allow marketing

users to do their own analysis and carry out campaign counts and selections.

More detail on the elements shown in this diagram is provided in this chapter.

Figure 4.1.1 Marketing database elements in overview

As well as ‘database’, it is quite likely that you will hear the terms ‘datamarts’ and

‘data warehouses’ referred to.

� Data warehouses are typically very large collections of data that have been

pulled together from a variety of different databases. They are more often

used to support analysis and reporting needs than supporting marketing

campaigns, although this can be the case in larger organisations. Often, they

are not customer-centric, as they have to support a wide range of business

functions and therefore may not provide the type of information required by

marketers.

� Datamarts tend to be smaller databases that are pulled together to support

one area of the business, and for one particular purpose. They are often

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selections from larger databases or data warehouses. For example, a

company may have one datamart for carrying out campaigns and another

for carrying out analysis and modelling. The data in each of these marts will

refer to the same customers, but the marts will be constructed in such a

way as to make them most suitable for a particular type of work.

More than just a direct marketing engine

The marketing database is a fundamental building block of the successful

enterprise. It’s often said that data, used effectively, is the most valuable asset that

an organisation has. Or, more colloquially, knowledge is power!

As well as being a platform for marketing communications, the applications of a

marketing database can include, but are not limited to:

� A source of information for all outbound customer contact

� Market research and analysis

� Identification of markets for new products

� Identification of new markets for existing products

� Product development

� Business development

� Central control of communications with customers and prospects

Types of marketing database

Marketing databases tend to be optimised towards a particular stage in the

customer life cycle, primarily:

� A customer database, optimised to support marketing programmes aimed

at customer development and retention

� A prospect database, optimised to support marketing programmes aimed at

new customer acquisition

The requirements of a database for acquisition do tend to be somewhat different

to those for a database supporting customer development and retention.

Customer database

For a customer database, you need something that will give you a single view of

each customer, complete with all associated history and information, so that you

can get a clear idea of the value of each individual customer. You need to be able

to access individual spending patterns and seasonal variations. You want to be

able to see whether that customer’s purchases are growing or declining. And you

want to know which products or services are due for renewal (e.g. loans,

insurance, car upgrades and warranty agreements etc.) This will also help you

identify important opportunities for cross-selling activity. Finally, make sure it


4.1 – 5

allows you to enrich your records with the addition of external data such as

lifestyle, life stage and geodemographic information.

Prospect database

A prospect database should make it easy to identify your best prospects. One way

of doing this is by comparing the profiles of your prospects to the profiles of your

top customers. Similar characteristics, be it location, status, industry or

whatever, will identify which prospects are most likely to become customers and

therefore, which should be targeted.

It should also be easy to update (with bought-in lists from external brokers, for

example) and easy to clean, deduplicate and manage. Also, it is beneficial to be

able to integrate it with your customer database so that, once a prospect becomes

a customer, the record can be flagged as such and then migrated – complete with

all transactional activity – from one database to the other. This will help keep your

customer records clean and deduplicated.

Business-to-business

Business-to-business databases, for either acquisition or customer development

and retention, have specific requirements. This is particularly important when it

comes to outbound communications (i.e. do you want everyone in the

organisation to be contacted? Or one contact per company? Or one per

department?) A B2B database should also be flexible enough to tell you everything

you need to know about the spending behaviour, purchasing responsibility and

history of those of your customers who may have many branches and subsidiaries

(even if they have different names) by accruing transactional information from all

sites.

As business-to-business databases have a number of very specific requirements

we’ve included a summary of the main factors involved later in the chapter. (See

also chapter 4.3.)

Changing demands on the marketing database

At one time a marketing database would be primarily, or possibly exclusively,

used to support direct mail. While direct mail continues to be an important

channel, it is no longer necessarily the dominant one for many organisations. The

rise in the use of contact centres and the internet has meant that the marketing

database has had to adapt in order to be able to properly support the needs of

these channels. This process is bound to continue as new communications media

and devices mature.

What has been the effect of these ongoing changes in the channel mix? At a basic

level, the type of data that the database has to store is changing. Take for example

contact history. As well as having to store information about direct mail campaign

inclusion and response, a database today should also be able to cope with the

more detailed campaign activity data generated by telemarketing or email

campaigns. It should also be able to log inbound contacts if these are relevant to

decisions about which proposition a customer should be offered next – if any. As

well as being able to store more complex contact history, gathered across a

number of touchpoints, the database needs to provide marketers with the

capability to plan, execute and track campaigns across a variety of channels.

While the actual campaign fulfilment will still probably be carried on outside of

4.1 – 6


the database, marketers need to be able to provide the data required for all

channels in the right format and with the required frequency.

As well as being able to simply select and export the data required for campaigns

across channels, the database increasingly needs to be able to manage the contact

strategy within or across channels. At the most basic level the database should

provide marketers with the ability to ensure that customers and prospects receive

appropriate offers via a channel that they prefer, and that they are not over-

contacted. The optimum contact frequency will vary from sector to sector, but

once it has been identified the database needs to support rules to ensure that it is

not exceeded, to prevent ‘burnout’ of the names in the database, particularly

important when considering telemarketing, a channel increasingly challenged by

consumer opt-outs.

Some organisations have built separate databases for each channel of

communication, generally for good, but short-term, operational reasons. If

possible this should be avoided, as aside from the duplication of costs, it

means that it will not be possible to co-ordinate communications or to

measure the impact of different combinations of outbound contacts on

customers.

The essential elements of a marketing database

A marketing database needs to offer marketers a number of aspects and

capabilities if it is to meet their requirements. It needs to offer:

� Relevant data

� Processes for validating, cleansing and loading data

� Deduplication capabilities to create a true single view of the customer

� A method of working with the data (manipulation)

� Some means of understanding the data (analysis)

Types of data

In our working definition of a database we described a ‘comprehensive

collection…of data’. But what is meant by comprehensive? There are four types of

data that you are likely to store:

Primary data Examples include: a customer’s name and address,

definitions of your products or services, pricing, campaign

definitions and channels of distribution.

Secondary data Secondary data is used to qualify primary data. Examples

include: demographics, lifestyle information, geographical

profiles or levels of penetration. This is also often referred

to as descriptive data.

Performance data Performance data records how your customers have

responded, what they have bought, how much they have


4.1 – 7

spent and which campaigns they reacted to. This is

sometimes referred to as behavioural data.

External data External data covers everything from rented or bought-in

lists to the data that is available from various agencies to

augment, qualify or enhance your base data.

Data structure in databases – some basics

In order to understand some of the different ways that a marketing database can

be structured, you first have to be aware of some basic concepts around how

information is held in a database. In order for a database to be able to allow you

to store, retrieve and analyse information it needs to hold that information in a

consistent way. It does this by breaking information down into data elements,

fields and records.

� A data element is a single piece of information, e.g. a date of birth, forename

or surname

� A field can be a single data element or a logical collection of data elements,

e.g. the field ‘name’ could be made up of the data elements title, forename

and surname

� A record is a logical collection of fields, e.g. the name and address of a

prospect

� A table is a collection of records, e.g. the names and addresses of all

prospects

� A database contains one or more tables, and these tables have to be

organised and linked to each other in a way that ensures data can be added,

updated, deleted or used quickly and reliably

Databases need to break down and organise information in this way in order to

fulfil their purpose – this is the ‘structured’ part of the definition. To take an

example, if we look at names, then we could collect and store consumers’ names

in one field as they have been presented to us:

‘Mr John Smith’

‘J Smith’

‘John Smith’

This looks fine, however if we wanted to carry out some simple selections we

would have a problem. For example, if we wanted to find out how many people

were on the database with the initial ‘J’, the computer would not be able to give us

the correct answer as it would not know where in the field to look for an initial.

As human beings, we can look at names and work it out, but computers are not

intelligent, and have to be fed information in a very consistent and basic fashion if

they are to be able to answer our questions accurately. This is why it makes sense

to break down name, address and other types of information into their

constituent data elements; in the example above, by having an ‘initial’ field, and

ensuring that all name information entering the database is split up into its

elements correctly, the database would be able to provide you with an accurate

answer to the question. To take a more real-world example, imagine how difficult

it would be to extract details of all customers living in Oxford from your database

if your address information was not broken down into address lines, post town,

county and postcode.

4.1 – 8


Whenever you’re looking at collecting a new piece of information, for example

in a call centre, make sure that you are able to capture and store the

information in a structured way. What sometimes happens in this type of

situation is that data ends up in a free text ‘comments’ field, where it can

prove difficult or impossible to analyse or use.

Jargon buster: As technology evolves, so does its attendant jargon, and as well as

‘field’ and ‘record’ you may hear the terms ‘column’ and ‘row’ used. To all intents

and purposes a column is the same as a field and a row is the same as a record.

Organising the data

As mentioned above, the different tables of information in a database need to be

linked to each other. There are a variety of different approaches to this, each one

of which has its advantages and drawbacks. The right choice for your database

will depend on your specific requirements; this is a rather technical subject and is

best left to IT specialists, but it can be helpful to be aware of the main types of

database design and some of their characteristics. Database models you may

come across include:

� Flat – as the name suggests this is one table that contains all the

information on a customer or prospect. This enables rapid access to data

but is inflexible and also has a lot of redundancy, i.e. the same data will be

stored again and again on different records; if your database has Mr and

Mrs Smith living at 1 The High Street, then 1 The High Street will be on

your database twice. This model can be quick for answering queries, but the

redundancy can cause problems such as slower responses to queries and

difficulties with being able to support new types of data as the volume and

complexity of data increases.

� Relational – in this model tables are related to each other, with each table

containing only one type of data. In this type of database a customer’s name

and address could be stored in different tables. The advantage of this

compared to the flat model is that it allows a customer to have multiple

addresses, either at the same time or over time – something that is hard to

manage with the flat model. It also means that if two customers share the

same address you only have to store the address information once in the

database, so it has less redundancy. The downside of relational databases is

that they are less efficient at answering queries as the computer has to link

(the term used is ‘join’) data from different tables, and this can make them

slow to answer the types of count and selection queries that marketers

typically need.

� Dimensional – this model is a variation on the relational one, differing in the

way in which the data is organised. The key difference is that a dimensional

database (sometimes referred to as a ‘star schema’) is optimised to answer

frequently asked queries. This can make this type of database much faster

in answering queries, but there is a trade-off in flexibility.

As a marketer, you shouldn’t have to worry about what type of database model

your database employs, and as you can imagine, there is a lot of technical detail

behind the brief descriptions above. What you do have to do is to be clear on your

requirements for your database so that the technical specialists can determine

what the most appropriate model would be.


4.1 – 9

In marketing, the only constant is change, so when looking at your

requirements for a marketing database you need to stress that flexibility is a

key requirement; what you don’t want to end up with is a database that will

require expensive changes just months after it has been implemented; the

ability to cope with new types of data or processing without incurring large

costs can be designed into a database.

Sources of data

The whole point of a marketing database is to bring together as much relevant

information about a given customer as you can, so that you can make informed

decisions about the timing and content of your communication. So, as well as

taking clean, accurate data as your starting point, you need to be able to add data

to increase and improve your pool of information.

Where does data come from?

There are a huge variety of data sources available to you. As well as using external

suppliers to supplement and enrich your data, there are opportunities to gather

and record information wherever your company touches a customer. Possible

sources include:

� Sales

� Warranty registrations

� Enquiries/helpline

� Complaints

� Sales promotions

� Prize draws

� Competitions

� PR events

� Website

� Marketing research and surveys

� Accounts

� Third parties and marketing

partners

� Branches and channels

� Servicing

� Direct response

� External lists

� E-commerce transactions

Where to find the data in your company

Almost every organisation runs a number of systems to support its various

business functions and many of these systems hold valuable customer

information. Account systems (in banking and financial services), customer

service, accounting and finance, sales support, branch networks and many other

departments or functions are rich sources for customer data, even if there is little

or no communication between them.

As you plan the construction of your database, search your company for these

potential sources of data, and obtain copies of the details held in each source or

4.1 – 10


legacy system. By combining the relevant customer data from all these sources

into your database, you will be able to build up a comprehensive, centralised

repository of information on your customers, which you can use to profile and

segment them for targeted marketing. You must, however, arrange for your

database to receive updates from all the systems on a regular basis, with a

frequency dependent upon the use you make of it. This will in turn be defined by

the analysis of requirements (your business requirements) that you undertake

when you embark upon your marketing database project.

Data is expensive!

It costs money to collect. It costs money to store. And it costs money to

clean. The rule is only collect what you can use and use everything you

collect.

This has become particularly important with the increasing availability of online

data – online systems can generate enormous amounts of data about customer

usage of websites. It is likely that you will need this data summarised into more

actionable information before you load it into your marketing database. Similarly,

in some sectors, e.g. retail and telecommunications, lots of data is generated as a

by-product of customer purchases or usage. While some of this data may have

value at a low level of detail, some of it may be more usable if summarised, e.g.

amount spent on each category of product each month will sometimes be more

usable than a detailed history of every product ever bought by each customer.

While there may be a lot of value in the raw data that can be unlocked by

advanced data mining techniques, there is a real danger that a marketing database

can be swamped by loading huge quantities of transactional data that has to have

a lot of processing done within the database before any usable insight is

generated. Even with the advances in hardware and database technology that

continue, the more data is held in a database, the more time it will take for the

database to update or answer queries. If getting campaigns out increasingly

quickly is a major priority, the last thing you need to be doing is loading lots of

detailed data into the database ‘in case we need it’.

Adding value with thorough data enhancement

Data enhancement increases the value and relevance of your data by enriching it

with additional information.

A simple example of this would be adding correct postal codes to your mailing

lists. But at the other end of the spectrum, you can add phone numbers, credit

ratings, responsivity scores and a wide range of geodemographic and lifestyle

information. Much of this information is available from external sources if you

cannot obtain it from internal systems.

The benefit of this is that you gain not just a better understanding of your

customers’ behaviour, but the ability to target your campaigns more accurately

and with better results.


4.1 – 11

Suppression data

Another type of external data that should be considered for a marketing database

is information about individuals and businesses that have changed address,

individuals that have died, businesses that have ceased trading, and any relevant

‘do not contact’ files. Collectively, this type of information is generally referred to

as ‘suppressions’.

Depending on the volume and frequency of your marketing campaigns you may

want to store these files on your database under a licensing arrangement. In this

scenario, customer or prospect records that match to the suppression files will be

flagged as deceased/gone away/not mailable etc. As well as being more cost-

effective for large volumes, using this approach has the benefit that flagged

records can be excluded from counts, so marketers can see exactly how many

customers or prospects are marketable for a particular campaign.

With smaller mailing volumes it is often more cost-efficient to match the campaign

files to these files after they have been output from the database, and pay for each

record that is matched (the so-called ‘per hit’ basis). The drawback with this

approach is that you do not know how many records will be dropped until after

data has been extracted from the database and matched to the suppression files,

which can make campaign volumes a little unpredictable.

Validating, loading and cleaning data

It is important to understand that wherever and whenever you perform an update,

you create the possibility of corrupting the very data that you are trying to

enhance. Fortunately, modern databases come with a variety of tools to make the

process easier.

Jargon buster: The overall process of taking data from a range of sources, making it

consistent and creating a single customer view to put into the database is increasingly

referred to as customer data integration or CDI.

Loading and updating

Naturally, the size of your marketing database will grow as your business evolves,

so it should cater for this by allowing you to add, delete and update records as

frequently as you desire. It should also be able to handle imported data from a

broad range of disparate sources.

As well as letting you refresh the database, the load and update function should

include a process for automatic name and address validation and deduplication.

Jargon buster: When talking to your colleagues in IT about the data that you need from

legacy systems and the process of loading it you may hear the acronym ETL; this stands for

extract, transform and load, which covers the processes involved in getting the data out of

the source or legacy systems and into your marketing database.

4.1 – 12


Process, verifying and correcting

A marketing database should incorporate ‘batch control’ and ‘job scheduling’

functions that let you automate the process of performing regular updates (e.g.

monthly/weekly), reducing the time and effort it takes to refresh your data as well

as helping to prevent manual input errors. They also allow ‘hands-free’ processing

of any updates that you may receive electronically and via the internet.

Name and address handling

“(Name and address handling) is the most intellectually demanding and difficult task that

data processing has to undertake anywhere.”

Robin Fairlie

Names and address data is the very core of a customer database, whether

business-to- consumer (B2C) or business-to-business (B2B). It’s important not to

underestimate their importance in data terms, no matter how straightforward it

may appear. Consider the purposes for which you hold and use name and address

data:

Addressing letters and envelopes (printout)

A key function of any marketing database! In order to present a professional

result, your database needs, as a minimum, to hold (or create) initials, surname,

company name (B2B), address and correct postcode. It must also ‘know’ how to

lay these out (i.e. either hold separate lines or line separators).

Personalised communications

If you are going to personalise communications to your customers you will need

to add and manage titles and honorifics (e.g. Doctor, Colonel and Lady), forename

and sometimes marital status (for joint accounts, for example). The database

must also be able to provide data in the forms required to support other

outbound communications media, e.g. telemarketing and email.

Name and address hygiene

A key part of name and address handling is making sure that the presentation of

the names and addresses is to the highest possible standard. This processing is

generally referred to as name and address hygiene or name and address

cleansing.

Given the wide variety of ways in which names can be spelled, automated

checking and correction of names can be risky. However, your database should at

least be able to identify names that are unusable or contain profanities and ensure

that these are reported on and not loaded onto the database.

A key step in this process is parsing, the process by which the system takes a set

of input data (e.g. Mr John Smith) and divides it into its different elements. In

this example an intelligent name parser could identify the three separate elements

in the supplied data as a title of Mr, a forename of John and a surname of Smith.

Parsing is more complex than it might appear, principally because of

inconsistencies in the data. These inconsistencies can include blank or missing


4.1 – 13

fields, extraneous additional data, and atypical or foreign words that the system

may either not recognise, or worse, misinterpret.

With addresses, there is more scope for improving the quality of the information

that has been supplied, as there is often a reference file of correct addresses that

can be obtained from the local postal authority – in the case of the UK this is the

Postcode Address File or PAF, available from Royal Mail. Address hygiene software

can ensure that the address data is consistent and corresponds to the format of

the country of origin (e.g. the postcode or zip code matches the county or state). It

may change elements where it can, or drop parts of data that it identifies as

incorrect.

Software systems build a ‘match key’ using parts of the data, and use this to

attempt to match the file to the Post Office/PTT standard reference file. Exact

duplicates may have postcodes added if required. Probable matches are handled

in different ways by different systems and, generally, the threshold or confidence

level for matching can be set by the user. In some systems, the user may also

select whether to use the customer’s preferred or given address, or the Post

Office/PTT standard address. From the marketing point of view, the former is

preferable – Rose Cottage, Any Lane for example, rather than 66 Any Lane, if the

customer has submitted it that way. Any anomalies outside of the threshold set

are usually highlighted in an exception report so that further action can be taken.

Name and address information can be further refined by standardisation. This

type of process applies a consistent and appropriate format to the customer data,

in accordance with predefined rules (e.g. the abbreviation of ‘company’ to ‘co.’).

It is these processes of parsing, correction and standardisation that make it more

likely that the system will catch duplicate records. With your data in a consistent

format, the system can compare parts of the new record to corresponding fields of

similar records that already exist, such as the postcode, postal town, surname

and so on, to establish a match.

Deduplication

Duplicate records, i.e. multiple records referring to the same individual or

business, cause bias and skew, which prevent meaningful data analysis. Worse,

they lead to wasted communications, irritated customers and a ‘don’t care’

impression. To illustrate this, let’s take the example of an insurance firm.

Mr Smith applies for a new car policy. The details he supplies include the

following information:

Mr John Smith, Kings House, Bond Street, Bristol, BS1.

Question:

Is this a new customer or is this a new policy for a customer already in the

database?

To answer this manually, we would probably have to look up all the Smiths in

Bristol. We would try to identify which addresses looked the same and then make

a decision based on experience about whether it was the right one or not. We

would be applying human intelligence and intuition to solve the problem.

Unfortunately, the time taken to do this, coupled with the size of the database and

4.1 – 14


the volume of updates, makes this approach impractical on a record-by-record

basis, which is why we have to use a computer to do this for us.

But computers are ‘stupid’. They have neither intelligence nor intuition and they

cannot attach value to data. All they can do is follow a series of predefined rules.

How deduplication is used

Deduplication tools are typically used in one or more of the following ways:

� An online deduplication tool that reduces the number of duplicates

that get onto the database in the first place

� A housekeeping process that runs in batch mode to check all or part

of the database on a regular basis, or as part of an overall database

cleaning exercise

� An automatic update process with predefined rules which checks to

see if any new records being entered already exist on the database

The importance of accurate deduplication cannot be overemphasised – you should

be doing whatever it takes to avoid annoying your customers with duplicate

communications. What’s more, because your objective is to build up an accurate

picture of your customer relationships, you need to know that Mr and Mrs Jones

have bought products A and B together, not think that Mr Jones has product A,

while a Ms Janes has Product B!

The converse of this example equally illustrates the risks of over-reliance on auto-

correction. Where a match is not close enough for reliable automatic

deduplication, a report is usually generated that lists the exceptions that can then

be manually evaluated and resubmitted. Recent developments in reference or

knowledge-based matching where records are compared to an external database

containing information about consumers with different presentations of their

names (e.g., married and maiden) and addresses over time have made it easier for

marketers to manage the problem of duplicates; these techniques reduce the

number of duplicates and the number of ambiguous matches, thereby reducing

administrative effort.


4.1 – 15

Figure 4.1.2 Database load processing in overview

Getting reports from a database

A good marketing database will keep you fully informed about your data – and

your business – by generating a wide range of standard and customisable reports.

At the initial load stage a data audit report is usually generated with details about

the quality of the data that has been loaded. This includes information about:

� Number of records supplied

� Number of records rejected

� Number of records amended

� Number of records now loaded

Further reports should be able to be generated as the database changes and on

demand.

Monthly/weekly load reports

The monthly/weekly load reports follow the same format as above and provide an

audit trail so that you can see exactly what has been loaded or rejected. One of the

functions of these reports is to reveal anomalies (caused, for example, by the

unsuccessful transmission of a file over the internet) so that you can take the

necessary corrective steps.

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4.1 – 16


Data manipulation – working with the data

Now that you have your data freshly scrubbed and deduplicated and sitting in

your database, you want to do something useful with it!

Campaign management is the most common type of functionality that marketers

seek from their marketing databases – the ability to carry out counts and

selections for campaigns, and manage the process from planning through

execution and back-end analysis. Campaign management tools can offer a widely

varying degree of capability. Entry-level tools allow a marketer to carry out simple

counts and selections on their PC. This can be very useful for carrying out ‘what-

if ’ analyses, or answering questions like “How many people have not responded to

three or more campaigns?” or “How many customers do we have who have been

on holiday with us to France and Spain?”

More sophisticated tools allow marketers to plan, execute and track the entire

campaign process, from initial counts and selections through data extraction,

fulfilment and response analysis. The kind of tool that is appropriate for your

needs will typically be determined by the quantity and complexity of the

campaigns you carry out. For example, if you are carrying out quarterly direct

mail campaigns with a relatively small number of cells in each mailing, an entry-

level tool will probably provide the most cost-effective option. If you are carrying

out weekly campaigns across a number of channels, or with a large number of

cells, you will probably need something a little more sophisticated.

Only buy the campaign management tool functionality that you will actually

need. There are plenty of examples of campaign management tools being

installed where the client only uses 20 per cent of what the tool can do. As

well as representing a waste of money (20 per cent used, 100 per cent paid

for!), more sophisticated tools often demand more of the user in terms of

training and the tasks involved in setting up and carrying out a campaign; if

the most is being made of the tool’s capabilities, this is a good trade-off, but

if not it represents an avoidable drain on marketing users’ time.

Campaign management functionality is available from a variety of vendors,

including:

� Alterian

� Chordiant

� SmartFOCUS

� SAS

� Unica

Marketers may also need lead management and marketing resource management

tools to be provided with their database. Lead management tools are of interest to

marketers who go to market via multiple channels and need to distribute and

track progress on leads that have been generated by marketing programmes. This

type of software allows marketers to control and monitor this process, enabling

them to apply learnings that will increase the number or quality of leads

generated in future programmes or to identify which channel partners are not

performing as well as they could.


4.1 – 17

Marketing resource management tools enable marketers to automate many of the

aspects of marketing programme design and execution. For example, some tools

allow marketers to manage the complete treatment design process, handling the

flow of draft creative and copy between a client and their agency, including sign-

offs. These tools also allow marketers to budget and track marketing campaigns

with a high degree of sophistication. These tools are useful where large-scale

campaigns are involved, or if there are a number of departments or parties

involved in campaigns that need to be co-ordinated.

Data analysis – understanding the data

Increasingly, marketers are using analytical techniques to improve the

performance of their campaigns. These were once exclusively the province of

statisticians, but as with many other aspects of technology, tools are emerging

that enable non-specialists to use sophisticated techniques. The kinds of things

that marketers can now do using marketing analytics software ranges from simple

profiling through creating targeting models to quite complex segmentations. While

not requiring a detailed knowledge of statistics, marketers do need a reasonable

understanding of how statistical techniques can be applied to marketing in order

to get the most out of this kind of software, so again, marketers should be

confident they have the right kind of skills available inhouse before investing in

this kind of tool for their marketing database.

The campaign management tool vendors above also offer analytical tools that are

suitable for use by marketers. If you require very sophisticated statistical analysis,

then more specialised tools are available, but these are really only suitable for

users with training in statistics.

For reports that are required week in, week out, or that report on standard

processes, a specialised reporting tool that allows non-technical users to create

reports may be suitable if no similar facility is provided with the database itself.

Techniques used to improve database performance

Summarisation

Let’s consider a customer who has made three purchases. With a normalised

database structure, the customer information would be stored in one table and

the details of each purchasing transaction in another.

Any query that contains a question about the purchases will involve the system

doing a ‘join’ between the tables. It will fetch all the information from the

purchase table, associate it with the customer three times and then answer the

query. However, some of the questions may actually be about the customer rather

than the individual purchases: e.g. “How many purchases has this person made?”

and “What was the total purchase value?”

An excellent technique here is to carry out summarisation on the database. For

example, a new field could be created on the customer record to show the number

of associated purchases, with another field used to show the total value of the

purchases. Both of these fields would be automatically updated each time a new

purchase is recorded.

4.1 – 18


The benefit of this approach is that you still have full information about the

purchases when you need it but some of your queries can be answered just from

the summarised information on the customer record. Using this technique is not

only faster and less processing-intensive, but it is also much easier to set up the

query in the first place.

Database views

A ‘view’ is a way of showing tables on the database so that they look like

something else. It’s like looking into the same room through different windows.

The contents of the room remain unchanged, but what you see will change

according to your vantage point – either you will see only some of the items, or

you find that you are looking at the same items from a different perspective.

If, for example, you have a table with both customers and prospects, you could

create two views; one of which showed only the prospects and the other the

customers. The user would now see two separate tables and there would be no

confusion over what was being selected.

Setting up views can be a useful way of hiding complexities of a database and

making queries easier, but they should be applied with care. Badly set up views

can significantly impact on performance.

Lookup tables

A lookup table is usually a list of codes and descriptions – a form of ‘shorthand’.

An example might be a list of dealer codes and descriptions in a car company.

B23 Bristol South Motors

H11 High Wycombe Valley Cars

R14 Reading Autos

The idea of using lookup tables is simple but extremely useful. They add several

advantages:

� Online data entry is quick and, just as important, accurate

� The free text entry problem is resolved (free text is unsuitable for selection

and analysis purposes)

� Loaded data can be accurately validated

� Storage costs are reduced because only the code is actually stored on each

record

B2B considerations

As mentioned earlier in this chapter, B2B marketing databases present their own

challenges. If you are involved with a B2B database, this section will give you an

initial concept of the considerations that this involves; chapter 4.3 will expand on

these. While there are fewer organisations than there are individuals, there is

much greater complexity associated with data pertaining to businesses, and a B2B

database must provide marketers with capabilities that reflect this complexity and

allow them to target organisations and decision makers accurately.


4.1 – 19

Some key differences with B2B that a marketing database must accommodate

include:

� Organisations have names! Sounds obvious, but a B2C database will not

have a special field to hold this data. What often happens in these cases is

that the company name ends up in the first address line, which can not only

make it impossible to accurately identify organisations, but can also cause

problems matching the address to the PAF.

� Organisations have variations on their names. For example, all of these

could be the same company:

‘The Ultimate Widget Company’

‘TUWC Ltd’

‘Widgets R Us T/A The Ultimate Widget Company’

Your B2B marketing database needs to have specialised deduplication capabilities

that enable you to accurately identify the varied ways in which an organisation’s

name can be presented.

� Organisations have multiple sites. Depending on your product and service

you may be dealing with the same organisation at a number of its sites or

branches. You may need to be able to recognise that these different locations

belong to the same organisation in order to make the appropriate offer, e.g.

some kind of bulk discount. Your marketing database will therefore need to

be able to link these different locations together.

� Similarly, organisations can own other organisations with no apparent

similarity in the organisation names. If you are a supplier of car

components you need to know that Land Rover belongs to Ford and Saab

belongs to General Motors, and your database needs to be able to make

these linkages – and maintain them easily, as organisations are constantly

acquiring, merging and divesting.

� B2B marketing often involves intermediaries or partners. A B2B marketing

database needs to be able to cope with the complexities that this involves.

To take an automotive example, car manufacturers sell a lot of vehicles to

organisations via leasing companies. A car manufacturer’s database

therefore needs to be able to track which organisations are buying cars via

which leasing companies, and to ensure that the right offers are made to

end-user companies based on both the total number of cars bought in a

period and which leasing company may be involved in a particular potential

deal.

� B2B marketing obviously involves targeting and communicating with

individuals at companies, and therefore the database must be able to

manage this layer of information as well. In addition to the basic contact

information about individuals employed by organisations, the database

must be able to identify (as a minimum) their job title, their role or job

function and their place in the decision-making process for buying a

product or service, e.g. influencer or decision maker.

� Broadly speaking, there is less external information available about

organisations than there is regarding consumers. However, depending on

the product or service being marketed, there could be a depth of very

specific information required that the database must be able to support. For

example, if your company markets software to organisations you may need

to be able to store detailed information about the kinds of computers

4.1 – 20


organisations they use, the type of operating systems they use, other

software products they own that may be complementary or competitive to

your products and the number of users they have etc.

� A B2B database must also be able to associate information at the right level.

For example, contact history should usually be associated with individuals,

whereas a SIC code or annual revenue should be related to the organisation.

Clarity is needed regarding what levels of complexity you have to deal with

in your marketing. For example, if you have a wide range of products or

services that are marketed to multinationals your database might have to

cope with:

� Ultimate Head Office

� Regional organisations, e.g. EMEA and Asia Pacific

� Cluster organisations, e.g. Benelux and UKIE

� Country organisations, e.g. UK and Ireland

� Business units, e.g. life and pensions and general insurance

� Sites or locations

And all of these organisational layers will have individuals associated with them,

and specific information about activities and budgets etc.

Thankfully, most B2B marketing scenarios are less complicated than this. Even

where there is less complexity, it is still possible to come up with database

requirements that are very involved and therefore expensive to implement.

Whenever you’re looking at marketing database requirements it pays to be

pragmatic, and this is particularly the case where B2B marketing is involved.

Trying to accommodate all of the potential complexity can be very expensive,

and also make the database extremely difficult to use. Take a reality check –

how much complexity do you really need? While you may in principle want

to be able to track a number of organisations back to a parent company, does

this add enough value to your marketing to justify the cost of acquiring and

maintaining that data and designing a database structure that can reflect

these links?

Dos and don’ts of building a marketing database

The secret of success with databases lies in planning, consultation and careful

thought. The following checklist will give you a good starting point:

� Do find out which sources of data are already available within your

organisation before you start. The chances are that you already have a great

deal of data to work with – it’s a question of finding out which department is

sitting on it and how to use it.

� Don’t do your planning in isolation. A well-designed marketing database can

be a valuable asset to many different parts of your organisation if their

needs are considered in the planning stage.


4.1 – 21

� Do be conservative with data collection. Data is expensive so remember the

rule: ‘only collect what you can use – and use all you collect’.

� Don’t rush! Careful research and planning in the design stage will deliver a

database that will support your company’s needs for years into the future.

� Don’t make false economies. The more you use your database, the faster it

will grow. A scant saving in relatively inexpensive hardware today can have a

disastrous impact on the performance of your database tomorrow.

� Do take the time to investigate the many tools and add-ons that can make

your life – and the lives of your colleagues – much easier.

� Don’t allow your data to become corrupted. Make sure that your company

agrees, implements and strictly maintains a documented process for

collecting data, updating your database and maintaining data integrity. This

applies to data that is already in your company and data that you may

acquire from external sources.

� Do make use of the wealth of experience that is widely available to you.

Read around the subject. Talk to suppliers. Compare notes with your peers

in other companies. Hire consultants.

4.1 – 22


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