Dig deep to extract maximum returns from your customer database
As the return on investment (ROI) spotlight is being trained relentlessly on the marketing department, marketeers are becoming more accountable and are having to demonstrate that their efforts really are achieving ROI. In response to the challenge, more marketeers are looking at ways in which their customer database can work harder.
Here, Ian Johnstone of Qbase explains how effective analysis can help to maximise your marketing strategy. Digging deep into your database is the key to maximising its value. Up to fairly recently, this was the exclusive province of the highly paid statistician.
However, it is now possible to effectively embed data analytical processes within the day to day working routine of most marketing departments... Read more
' content[1]='Qbase extends its services with on-line data product – Qbase W4
Database management expert Qbase, has developed a new online data product which is set to become the easiest and quickest platform for companies to buy lists.
Qbase W4 is an innovative technology that answers the \'who, what and where\' question at the root of all data selections, presenting users with a simple, intuitive interface that allows them to count and download a data selection in less than a minute.
The first implementation of this technology is with long-time Qbase marketing partners, Mardev at www.customersearch.net which places the UK Decision Maker database on-line. Following more than seven years experience of developing web-based data solutions, the new technology, which has been in development for 15 months, allows data buyers to... Read more
' content[2]='Data segmentation: UK vs USA
As markets constantly evolve, becoming more crowded and increasingly competitive professionals face new challenges to improve direct marketing campaigns. But what challenges face marketers. What help is available now and does it differ between markets across the world?
There is an increasing demand for more cost effective, high quality data, to provide improved return on investment for companies, which is resulting in improved data segmentation techniques becoming more significant to deliver.
The sheer size of the USA marketplace, compared to the UK, makes for some interesting differences in the role of segmentation and analysis in general... Read more
' content[3]='Keeping your marketing green
With environmental issues being high on the agenda of modern businesses throughout all industry sectors, maximising key marketing practises can have a significant impact on the reduction of waste produced by direct marketing companies.
Here, Mark Higginson of Data Management Bureau, Qbase, considers ways in which companies can reduce their carbon footprint and acheive more environmentally friendly marketing whilst maintaining or even increasing their revenues... Read more
' content[4]='Secure offshore data capture
As companies must adhere to the ever-tightening rules of Privacy Regulations, which exist to protect data, it can seem increasingly tricky for them to view (non-EU) offshore data capture as a viable option.
However, as the benefits seemingly outweigh the difficulties, more companies are beginning to embrace the offshore method, but there is still a need for marketers to gain a greater understanding of the process to decide if it will work for them... Read more
' content[5]='Qbase UK secures major stateside client
Cheshire based data management bureau, Qbase, has secured an ongoing contract with stateside based SkillPath Seminars, one of the leading providers of business training in the US, Canada, Australia, New Zealand and the UK.
Qbase, who recently expanded their operations into North America with the formation of sister company Qbase US, already handles the UK and pan European data requirements for a number of US clients, including Northern Tool, BusinessWeek, Newsweek, Adler Manufacturing and Brady Corporation... Read more
' content[6]='Qbase signs clients up to green marketing
Qbase UK & Qbase US discuss the different approaches to customer segmentation. We have been offering this service to our customers for the past 18 months and now have 80 per cent making use of it.
As the environmental agenda becomes an increasingly important issue to address in all industries, what are the ways in which \'green\' marketing can be achieved? Maximising key marketing practices such as e mail marketing can help accomplish more environmentally friendly marketing... Read more
' content[7]='Database hygiene practices are quickly evolving
Database hygiene practices are quickly evolving. To achieve the highest response possible from a direct mail campaign, it is no longer appropriate for a company\'s data to be maintained through address cleaning and suppression tools alone.
Although such traditional techniques will continue to be essential, to attain a hygienic database which yields the best results for its users, other methods have become increasingly important, such as... Read more
' content[8]='UK company expands into North America, headquarters in Dayton region
A leading British database management and analytics firm announced today its expansion into North America through the formation of a wholly owned American company, Qbase LLC, to be headquartered in Dayton, Ohio, with offices also in Washington, D.C.
Bill Pardue, chief executive officer and founder of the new venture, said Qbase has launched operations in Ohio already and will employ a dozen people by year\'s end... Read more
' content[9]='Why should you clean marketing data?
In this article Qbase examine the reasons behind implementing a proper data hygiene programme for marketing data. Why should anyone invest in cleaning and merging disparate data sets from transaction systems, CRM applications, call centres and the web.
If you don\'t already link all the customer touchpoints from these systems and form a composite view of the customer relationship... Read more
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