By Merlin Stone
Buyer perception presents industry researchers with wisdom of database advertising and CRM concepts. It explains what database advertising is and covers the vintage parts that sellers are likely to specialise in, similar to: understanding who your clients are, what they do, the place they're, what they purchase and what they want to shop for. It explores the mental parts too - what shoppers imagine and think, what their pursuits and techniques are and the way those impression how they behave. The identify additionally explains find out how to deal with this strategy, and the way businesses achieve perception into their consumers via dealing with and utilizing their client facts accurately.
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Additional resources for Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
Sample text
Lack of understanding that marketing databases only succeed if they are put to use and modified by practical experience – the data will grow, and along with it the knowledge of how to use it, once it is applied. This has been learned over the last 10 years, before which it was common to over-specify the database at the outset, making it more complex and difficult to use than necessary. Lack of attention paid to users’ needs – for understanding, training and support during implementation. These problems are common in all areas of business system development.
The emergence of companies offering comprehensive data services (list validation, data pooling, matching to other files) means that few new users of database marketing have to start from scratch. Product data In a one-product company, this raises no problem – each transaction is either a sale or a return. In companies with very wide product ranges, product classification may be a problem, and a numbering system to suit the requirements of database marketing may have to be adopted. Such a system must allow like products to be grouped easily.
The quality of the data drawn from the database depends mainly on how up to date the source data is, and whether it contains the detail needed to access the right individuals (names, addresses, telephone numbers, job titles). If data on consumers’ contacts with the company is not entered on its database, it might suffer in two ways. First, it might approach the same consumer on successive days (or worse, on the same day) with different messages (or the same message delivered twice). This cannot completely be avoided – a consumer might read an advertisement and receive a mail shot on the same day – but ensuring different direct approaches are coordinated can reduce wastefulness.