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Database Improvement Program (DIP)
PriMetricaAsia's Database Improvement Program (DIP) consists of a 4-phase program which seeks to audit the client's database to determine the proper steps to be taken to ensure that the resulting database is in a usable format for the client's marketing and sales campaigns. This continuous process ensures that all your databases are consolidated into a practical and usable format that paves the way for data mining and analytics to further improve its usability and make it a prime asset to your company.
Phase 1: Database Audit
Phase 2: Standardization & Integration of database
Phase 3: Database Cleaning & Enhancement Process
Phase 4: Database Hygiene Test
Corporate Asset
The value of an in-house database, especially that of customers, is clear. However, the database, like any corporate asset, is useful provided it is in 'peak operating condition'. Peak operating conditions, in the context of corporate databases, imply that the database is:
Free of duplicates and invalid records;
Reliable, current and accurate in information;
Properly organized and segmented for easy and smart retrieval; and
Sufficient in terms of key information such as decision-leaders.
A database does not get to its peak by accident. It is a result of planned and deliberate efforts to update, maintain and constantly acquire new information.
For a database that has been left to develop on its own, usually a 'one-off' cleaning is recommended to restore it to acceptable operating condition, especially prior to migrating to a CRM system. Thereafter, there should be a planned maintenance program to keep it that way - at peak condition.
Outsourced Data Management
There are many merits to using the PriMetricaAsia database management service.
- Cost-effectiveness
It will take a database of at least 30,000-50,000 records to justify a dedicated Database Administrator (DBA).
- Database Management
Like a library, a database must be organized to support your marketing mission. A database that is properly organized yields the following benefits:
1) avoidance of obsolescence arising from an inflexible structure,
2) avoidance of data entry errors through a combination of software-driven checks and standardized codes,
and 3) sophisticated segmentation and cross-segmentation arising from proper classification of data .- Database Maintenance
A marketing database, like the business environment it represents, is dynamic. It changes all the time. As such, the marketing database must be constantly updated to maintain its relevance. PriMetricaAsia provides you low-cost updating at local level.
PriMetricaAsia's Database Services Portfolio
Database Creation
From direct response slips, warranty cards, games coupons, event feedback forms, etc, PriMetricaAsia can create a valuable marketing database. PriMetricaAsia will sieve through and select records for data entry, code any database intelligence and create a CRM/prospect database.
Database Cleaning & Updating
This is a one-off exercise to clear the database of duplicates and invalid records (often times 30% to 60%) and to update key information, including missing strategic information required for market segmentation. The payback of this exercise is a high-confidence database (defined as having > 95% accuracy) with sufficient intelligence for database mining.
Data Acquisition
It is now clear from the remaining records how well the database represents the market place in terms of breath (coverage of the market) and depth (decision-leaders within a company). This new information can be enhanced by one-time acquisition of relevant records from CorporateAsia™. Another alternative is to conduct a Market Scan to seek and find new intelligence.
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