Leverage your existing customer data and use database marketing to target or model customers, determine promotions, create vertical marketing programs or business networks between customers. Utilizing our database marketing experience, Harris Consulting will:
- Review your existing customer database and make recommendations for design and reporting;
- Create customer segmentation for target marketing programs, including identifying the best and worst customers;
- Group customers using NAICS or SIC codes and other information;
- Model the best customer and develop a marketing strategy to use vertical marketing techniques to target those customers; and,
- Profile customers you should not serve, including heavy users or credit risks.
- Work with in-house database technicians or provide a scope of work, conduct competitive bidding to identify an outside vendor, hire and manage that vendor for data analysis;
- Develop a vertical marketing sales strategy, including specific selling points, leads, and recommended sales training.
- Determine which promotions cause which customers to purchase from you.
- Leverage internet marketing to use this data to target business marketing to specific verticals through segmented email and highly targeted advertising.
Experience:
Our experience working with both in-house database technicians and outside vendors to run data analyses includes:
- Designing marketing databases for two major national wireless carriers and designing programs to mine these for up-sell, cross-sell and tiered marketing programs.
- For a major wireless carrier, developing vertical marketing campaigns for new lead generation, including direct mail, print, sales training modules, targeted outbound calling, and other initiatives to target a particular segment or SIC code.
- Again for a major wireless carrier, doubling Business Network membership of business subscribers grouped by industries to 40% of all customers, which improved customer retention.
- Designing predictive churn models to address retention.
- Creating marketing campaigns to the customer base to cross-sell complementary products, or upgrade to higher revenue generating plans, again improving retention.