Archive for Marketing Data Services
Marketing Data Services for the Travel Industry
The World Economic Forum said in a recent report that 2011 and 2012 are expected to be better years for worldwide travel and tourism. That’s good news after 2 years of less than desirable statistics. So how will you prepare your marketing campaigns to capitalize on the rising numbers of those willing to get onto airplanes?
The right marketing data services provider can make a world of difference in helping you segment your markets and develop accurate customer profiles that vastly improve the effectiveness of your advertising campaigns. Imagine the targeting that’s possible for a campaign that uses data appending from off-line data sources like catalog, magazine and newsletter subscription lists, as well as county clerk and other government records including government survey data.
How our marketing data services help the Travel Industry
There’s an incredible amount of rich data out there in offline resources, and at the V12 Group, our services help you to use that rich offline marketing data to do some really cool things based on customer profiles. Here’s a great example for the travel industry –
By overlaying marketing data from on-line and offline sources like government records and surveys you could segment an audience by nationality and whether they were born in America or immigrated. Using marketing data from magazine and newsletter subscriptions you could determine whether they had a propensity to travel or not, and from a variety of sources you could determine their household income.
With all that information in hand, your marketing could promote “Explore the Land of Your Ancestors” travel packages for the born in America crowd, segmented by country of course, and “Return to the Land of Your Birth” packages for the folks who immigrated to America. With our data services, you could do further marketing to each segment based on their nationality with a deluxe version and a budget version of the package based on the household income data.
Your marketing outreach can take advantage of the passion that a particular demographic feels for their homeland of Scotland, for instance. If a household is a subscriber to History Scotland Magazine, and their travel data shows past travel to the UK, you can take advantage of their longing for the land of their ancestors with a carefully targeted multi-channel campaign.
Current database and data warehousing technologies enable marketing data service providers to offer B2C marketers access to data for hundreds of millions of consumers with a wide variety of selection parameters for audience segmentation. At v12 Group our multi-channel consumer database is one of the largest in the direct marketing industry with over 208 million individuals and 110 million US households.
Contact the V12 Group to learn more about how our marketing data services can help you to improve your audience segmentation and direct marketing campaigns.
Marketing Data Services Partners – 5 Criteria
The right marketing data services partner can help you to vastly improve the relevance and effectiveness of both your marketing campaigns and your customer service efforts. Whatever your role in direct marketing is – whether you’re an ad agency, call center, corporate Marketing Manager, e-mail service provider, etc. – the criteria for selecting a partner for data and data related services are pretty much the same. In addition to the obvious, i.e. reliability of their IT infrastructure and delivery organization, and of course financial stability, the key criteria are:
- Breadth and depth of data resources
- Data quality
- Data access interoperability
- License flexibility
- Full service capability
1. Breadth and depth of data resources – Whether you’re marketing in the B2C or B2B areas, it is important that your data services partner has an expansive, multi-channel database that spans the postal, e-mail, phone and mobile domains. These are essential ingredients for marketing data services like customer profiling and data appending. At V12 Group, our multi-channel Consumer Database is one of the largest in the direct marketing industry. The database is a hybrid file built from compiled and proprietary data sources and combines postal, email, phone and mobile data, as well as 260+ selectors to improve targeting including demographic, geographic, lifestyle, interests, and behavioral data.
Our multi-channel Business Database is one of the largest multi-channel B2B databases available. Like our Consumer Database, our B2B database is a hybrid file built from compiled and proprietary data sources. It combines postal, email and phone data, as well as more than 20+ selectors to improve targeting including firmagraphic and contact level demographic data.
2. Data Quality – The key components of data quality are accuracy and completeness. In today’s highly mobile society postal addresses, e-mail addresses, landline and mobile phone numbers change frequently. People opt-in and opt-out of e-mail marketing lists on a daily basis. So a marketing service provider’s database must be up-to- date; the data must be current and spelled correctly; and the records should have a full spectrum of data beyond basic contact information.
At V12 Group, the CASS mail-ready score of our B2C database is 99.2% with over 260+ selects that can be used for targeting, and our B2B database has been DPV confirmed to have 99% deliverable addresses with over 20 selects that include firmagraphic and contact level demographic data.
3. Data Access Interoperability – It is important that the data access and delivery methods are compatible with your CRM and other data driven systems. At the V12 Group, we provide our clients with access to the data in an operating format that best suits their operating infrastructure including access via: API, FTP, jump drive, look-up basis or a combination of these.
4. License Flexibility – It is also important that your marketing data services provider be able structure your licensing deal so that it supports your marketing plans and objectives. At the V12 Group we are extremely flexible and give you access to the amount of data that you need (anywhere from the entire database to specific sections, like all e-mail addresses in a specified region or category, for example) over a certain period of time, and for specified uses (like modeling, appending, mailing, etc.) for a negotiated rate. Our rate structures include: monthly/quarterly fixed fee, CPM rate on a usage tier tied to a threshold, or a blend that flexes to accommodate your particular budget/usage scenario.
5. Full Service Capabilities – Working with multiple vendors across your direct marketing supply chain can not only be extremely cumbersome, but can also leave you vulnerable to errors and finger pointing when what you need is quality, speed-to-market and results with a healthy return on marketing investment (ROMI). V12 Group is a full service provider capable of providing you with a complete spectrum of marketing data services that spans your entire direct marketing supply chain from strategic planning to post campaign analysis including data acquisition and analysis, data appending and customer profiling as well as e-mail creative, design and execution.
Contact the V12 Group to learn more about how our suite of database, direct and digital marketing services can help you increase the relevance and effectiveness of your marketing programs and improve your ROMI.