LSC Digital: Database Design Process
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The document outlines a comprehensive marketing database design process focused on customer acquisition, retention, and campaign execution strategies utilizing data management techniques. It details procedures for managing customer data, optimizing marketing strategies, tracking direct revenue, and enhancing campaign profitability through targeted customer segmentation and preference rules. Additionally, it presents the steps for database development and testing, emphasizing collaboration between sales, IT, and clients to ensure effective implementation.
LSC Digital: Database Design Process
- 2. Data Strategy / AcquisitionCustomers, Sign-Ups, Others
- 4. Vertical Lists and DataData Management Persistent ID Creation
- 5. Data Hygiene
- 6. NCOA, Advanced / Proprietary NCOA
- 7. Email Append
- 8. Data OverlaysProgram ExecutionCampaign Execution
- 10. SMS/MMS Delivery
- 11. Key Word / Banner Display Ads
- 12. DirectProgram Evaluation Response Analysis
- 13. Creative Testing2www.lscdigital.com25 March 2010The Best Acquisition StrategyIs a great retention program
- 14. Marketing Database StructureConsumersHouseholdsI. InputPoliciesManagementClaimsCustomer ServicePrescriptionsProducersProvidersEmployersPlansII. Key LookupIII. HouseholdMerge/PurgeIV. IndividualMerge/PurgeV. BusinessRules/ DatabaseInteractionVI. TransactionProcessingMarketing DBVII. Post Process/SummarizationDSSVIII. ReportingException HandlerReports & E-MailDemographicsLifestyleEthnicitySocio-EconomicFinancialCombine customer and overlay data to increase campaign profitabilityCampaign ManagementData TransformationsindustryData EnhancementsDataSourcesData EnhancementPlatformAlterian Database PlatformCreate ResponsiveMarket SegmentsTransformation Methodology(ETL)PCD FulfillmentiContactsWebsitesOthersClean, Audit & Hygiene Data
- 22. Email Deployment
- 26. Acquire, Upsell, Retain“Filling the Funnel”Marketing -Targeting - OffersSegmentation - Execution - Driving Sales - Building eListsMarketing “3rd Party Happiness”Through the Door Traffic (retail) Reservations (restaurants)Appointments (medical)Advertising“More Happy Customers”Higher ConversionsHigher Renewals Referrals / Tell a FriendLoyalty Optimize acquisition of customers, serve them offers, renew them4www.lscdigital.com25 March 2010
- 27. Direct Revenue TrackingMarketingOffer ReceivedSubscribesTo Magazine And or eNewsletter(s)ShopsAttends Seminars and ScreeningsDirect revenue is tracked from the person who received the communication with the offer to subscribe.DinesSubscriptions, eNewsletter Signups, Clicks on Advertiser Websites are all Tracked within the Marketing Database from your desktop5www.lscdigital.com25 March 2010
- 28. Models for Best ResultsEvery campaign is tracked and optimized for profitability – from expire mailings to PPC Ad BannersExpired SubscribersModeled Samples(n =30,000)Expired SubscribersRandom Sample(n = 50,000)10%/90%RatioModelDevelopment(Test)16,900ModelValidation16,900ModelDevelopment(Test)700ModelValidation700Both Analysis and Validation Samples would be composed of a Target and Comparative Universe.6www.lscdigital.com25 March 2010
- 29. Customer Preference RulesSet campaign metrics that select customers based on their profitability channel preferenceMail & EmailEmail OnlyTest Only7www.lscdigital.com25 March 2010
- 30. Next StepsLSC will provide a technology presentation detailing the following benefits:How desktop access to all customers attributes and campaign history will increase their lifetime value (LTV)How better customer retention marketing will lead to better acquisition results by a) lowering the cost per order, b) by increasing volume and c) increasing conversionsLSC will conduct a brief pre-sales business requirements gathering session and then present a proposal and a proposed project plan with milestones8www.lscdigital.com25 March 2010
- 31. Marketing Database DevelopmentProcessSalesBegin Database DesignHigh level RequirementsGatheringPricingQuoteDesign DocumentSales
- 32. IT Pre-Sales gathers requirements
- 33. Client writes brief RFP describing their needs or signs off on IT Pre-Sales scope
- 35. IT supports presentation of Alterian product
- 36. Sales
- 37. IT Pre-sales
- 38. Pricing is based on requirements, estimated complexity, and types of reports required
- 39. Sales and IT agree on quote
- 40. LSC Management signs off on quote
- 41. Client Management accepts quote
- 42. Sales and IT meet with client and IT develops a detailed scope document
- 43. Changes versus high level assumptions are identified
- 44. Significant changes may require a new pricing quote – Sales/Project Manager agree on quote
- 45. Client commits to scope, pricing and time frame
- 46. IT-Systems Analyst begins to design database
- 47. Project Manager defines time frame for deliverables with major milestones
- 48. Project Manager tracks development and identifies design changes that could be billable
- 49. Project Manager/Sales agree on billable additions and present change requests to client 25 March 20109
- 50. Marketing Database DevelopmentProcessClient testing and signoff Converts and ProductionRequirementsTestingInternalDatabase Production DatabaseDevelopmentIT defines requirements for converts, production, and special processing
- 51. Procedures are developed for regular updates
- 52. IT- Systems Analyst leads programming development team
- 53. Procedures are developed for regular updates
- 54. Client Provides user acceptance test plan
- 55. IT Systems Analyst and development team set up testing for database functionality
- 56. Reports are tested for accuracy
- 57. Client is given a test database with documentation
- 58. Client identifies changes and errors versus specification
- 59. Project manager creates a client issue list with cost quotes for changes to specifications
- 60. Project manager/Sales agree on billables
- 61. Client agrees to cost changes
- 62. Final Design Documentation is developed
- 63. Database CSR documents additional requirements and provides quotes
- 64. Stable database is in place before more changes are made and before committing to biweekly or weekly updates25 March 201010