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Home About Us Contact Us Testimonials Spam-Filter- Proofingİ (SFP) Service Search This Site Search Our Complete Listing of Data Cards Download Our Free Direct Mail Guide Corporate Training Programs | Web Learning Center Building and Managing Your Marketing Database, Cont. CASE STUDY: US Media Company Now let's put it all together with a real-world example. Below we have provided a sample record from a marketing database that we created for one of our clients, a US media conglomerate whose name we have changed to "Company X" in order to protect their privacy. In this case, our client is the Corporate Training Seminars Division, however the company has many products for sale including both business and consumer products. All transactional data collected for the seminars will allow other divisions of Company X to cross-sell additional products. One of the main products that Company X will be able to market to Joe Smith below, is a vacation travel package for his entire family. So, as you can see, collecting Joe's transactional information will help us cross from the business to the consumer marketplace with a vacation package that meets the specific needs of his family. In Joe's case, based on his age, title, income level, and the age of his children, we might assume for example, that a high-end cruise package which includes activities for teenagers might be of particular interest. The Source Code information below helps us understand how Joe learned about the seminar package. We will compare this information to our traditional seminar customer base to determine how effective the promotion was in bringing Joe to us. In this case, Joe found out about the seminars through a direct mail promotion that was sent to him in March 2002. MASTER RECORD - CLIENT / COMPANY Customer ID Number: 10224 Company Name: ABC Company Address 1: 123 Main Street City: San Francisco State: CA Zip +4: 94104 Country: USA Address 2: N/A City: State: Zip +4: Country: Phone: 415-123-1234 Extension: 123 Fax: 415-123-1235 E-mail: joe@abcco.com Original Source Code: CE101XAMCI Creation Date: 04/10/02 Do Not Mail: Do Not Rent: INQUIRY / ATTENDEE / DECISION MAKER (This record contains the individual's data and relates back to the master record.) Master Client ID #: 10224 Guest ID #: 10224 G Code Personal Title: Mr. First Name: Joe Initial: N. Last Name: Smith Suffix: Code Job Title: President and Founder Code Job Function: Executive Management Client Type: Manufacturing Company Phone: 415-123-1234 Company Fax: 415-123-1235 Company E-mail: smith@abcco.com Home Address 1: 321 Neighborhood Drive Home Address 2: Home City: Daly City Home State: CA Home Zip + 4: 94014 Home Country: USA Home Phone: 415-321-4321 Home Fax: 415-321-4322 Home E-mail: joensmith@hotmail.com Original Source Code: CE101XAMCI Creation Date: 04/10/02 Do Not Mail: Do Not Rent: DEMOGRAPHICS - COMPANY / CLIENT (This record contains additional descriptive profile information on the Company client.) Master Client ID#: 10224 Number of Employees: 1523 SIC Code: 7429 Headquarter / Branch: San Francisco Public / Private: Private Franchise: N/A Sales Volume: $150 million Start Date of Business: 02/17/90 President / Owner by Name: Joe N. Smith DEMOGRAPHICS - INQUIRY / ATTENDEES / DECISION MAKER (This record contains additional descriptive profile information on the individual client.) Master Client ID#: 10224 Guest ID#: 10224 G Length of Employment: 11 years Personal Enrichment: Reason for Attending: To learn about retraining workers and motivational techniques to boosting productivity Birthdate: 02/06/48 Gender: Male Marital Status: Married Number of Children: 2 Age of Children (Actual / Inferred): 13 and 15 Household Income: $250,000 Education Levels: MBA TRANSACTION (This record contains all actions relating to the seminar, housing, travel and payment of Company X program fees.) Master Client ID#: 10224 Attendee ID#: 10224 G Inquiry ID#: Decision Maker ID#: Date: 04/10/02 Source Code: Seminar Dates: 06/05/02 to 6/10/02 Seminar Code: XAMCI Offer / Package Code: Code Room Type: Executive Suite Room - # of Nights: 4 Room Reservation #: Rfqp234 Room Total $ Spent: $650.00 Travel - Type: Airline Travel - Total $: $789.00 Payment - Type of Credit Card: American Express Credit Card #: 4123-5665-9978-0031 Expiration Date: 05/03 Name of Card: Optima Platinum Total Transaction Dollars: $1439.00 DIGITS ALPHA NUMERIC Year 1 A Month 1 A Media 1 A Seminar Topic 1 A Publication (*) 2 N Week (*) 1 N D.M. List (*) 3 N Offer 1 A (*) A source code may contain either a publication code or a direct mail list code, but not both. SOURCE CODE DATE TABLE (This table indentifies the source date year.) YEAR A 2000 B 2001 C 2002 (This table identifies the source date month.) MONTH A JAN B FEB C MARCH D APRIL E MAY F JUNE G JULY H AUG J SEPT K OCT M NOV N DEC SOURCE CODE MEDIA TABLE (This table identifies the type of media sourced which produces each transaction.) A - Articles B - Alumni C - Alumni Referral D - Direct Mail E - Company X Institute F - Exhibit / Conference J - Internet M - Magazine Ads P - Presentation R - Publicity S - Referrals T - Word of Mouth W - Website SOURCE CODE SEMINAR TOPICS TABLE (This table identifies the seminar type.) SOURCE CODE SEMINAR ABBREV. SEMINAR DESCRIPTION A XACL Accounting, Audit, Tax and Compliance B XAHRM Accounting for Derivitives and Other Financial Instruments C XAL Law and Compliance D XALHR Authentic Reporting: Working with Shareholders and Stakeholders E XAMCI Accounting for Small Business F XAPM Government and Non-Profit Accounting G XAPMH Online Accounting Methods and Hosted Systems H XAQS Investment Analysis and Portfolio Management J XAQSH Legal Aspects of Commercial Transactions K GEN Generic SOURCE CODE PUBLICATION TABLE (Examples only listed below) SOURCE CODE PUBLICATIONS 01 Human Resources 02 Time Magazine 03 Business Week SOURCE CODE PLACEMENT WEEK 1 Week one 2 Week two 3 Week three 4 Week four SOURCE CODE DM LIST TABLE (Examples only listed below) (If direct mail is indicated as the media type, this table identifies the specific lists and list segment used.) SOURCE CODE DM LISTS 101 Accounting Book Buyers 102 Local Chambers of Commerce 103 Wall Street Times Building and Managing Your Marketing Database Introduction Planning Your Database Database Applications What Data Should You Collect and Track? Tracking Transactions Promotional Source Codes Database Layout and Data Formatting Case Study: US Media Company Back

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