National Multi Branch Optician
DBM Direct
Limited was initially asked to tender for database
management and cleaning purposes. I had produced a number of
proposals to win this contract and in the end it came down
to Experian or DBM. I was later told that it was my
knowledge of deduplication processing and Integration with a
relational database structure that gained DBM the business.
Over the following years grew to be a full service provider
to the client covering all aspects of Direct Marketing. The
exception to this was the design of mailed items although
advice and guidance was provided as to the practicality of
the creative proposed.
Example Project
1 Database Building
-
Further to
the acquisition of a competitor data capture all client
records from hard copy
-
Correct
addresses
-
De-duplicate by individual
-
Flag by
household
-
Generate
purchasing history and profile
-
Match and
flag against gone away, mortality, MPS and internal
exception file
-
Merge and
pure new database with core customer database
-
Produce
analysis by product, profile and branch
Example Project
2 Clean core client database/Daily Updates
-
Download
all records and associated tables from main client
databases
-
Correct
addresses and de-duplicate
-
Build look
up tables to link multiple records for relational
database structure
-
Download
records from all branches on a daily bases and run batch
routines to update main file with clean information
Example Project
3 Recall Mailings
-
Liaise with
creative agency to determine mailing efficient and
response management mailing piece.
-
Using
database flags identify clients requiring recall mailing
-
Develop
strategic plane for pre, on flag and post recall mailing
campaigns.
-
Liaise with
royal Mali to gain maximum Mailsort 3 and Mailsort Lite
discounts.
-
Liaise with
Royal Mail to gain Tailor Made Incentive discounts where
possible
-
Produce
printed mail piece
-
Personalize
and mail item inline with database flags
-
Mail items
along with variable offers to mailing file
-
Monitor
responses and generate analysis reporting by client
profile, offers Provide, branch and geodemographic
profiles.
Example Project
4 Designer Glasses Offer
-
Develop
mailing and selection strategy with client and produce
critical path timings
-
Identify
existing clients who have purchased similar products and
identify their profile
-
Match those
profiles against customer base to identify those with
similar profile but have not purchased product on offer
-
Liaise with
creative and print to confirm mailing quantity and
adjust to budget
-
Liaise with
creative to ensure efficient mailing piece design
-
Liaise with
Royal Mail to ensure postal discount (TMI Mailsort)
-
Brief print
production and produce printed material
-
Fulfil
mailing
-
Capture
response data from branch downloads
-
Produce
analysis and recommendations over 3 month period
Example Project
5 Offer Magazine Mailing
-
Receive
spec and supply timing of magazine production
-
Develop
mailing and selection strategy with client produce
critical path timings
-
Source
prospect list on net names basis
-
Merge
prospect list with selected client list
-
Brief
polywrap supplier and provide artwork from creative
-
Brief
external mailing house re critical path timings
-
Liaise with
external printer re supply of magazine to external
mailing house
-
Produce
mailing file in Mailsorted inkjet format supply to
external mailing house
-
Visit
external mailing house to see mailing through
-
Capture
response data from branch downloads
-
Produce
analysis and recommendations over 3 month period
Example Project
6 Branch Profiling
-
Examine
existing branch client base to establish real
catchment area
-
Demographically profile client base and cross reference
those profiles with purchase history and lifetime value.
-
Establish
strength and location of competitor outlets
-
Compare
branch size, competitor presence and make-up of
catchment area to produce a branch index score
-
Identify
potential of branch and generate costs for list rental
for prospect lists.
-
Produce
budget reports and potential revenue from prospect
mailing based upon previous experience of similar
branches.
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