Marketing with Your Database

6. Useful Analysis

Track your outgoing communications and identify what is working.

6.1 See which segments of the market are the most promising.

• Generate reports by area, postcode, sales channel and advertising medium. Look for patterns connecting your sales successes.

6.2 Analyse the profile of your best customers and see what they have in common.

• Once you know this, you can target prospects with similar characteristics.
• You can group individual business contacts by job description and by whether they are decision makers, influencers or end users.

6.3 Monitor which campaigns are working, by tracking where leads and sales come from.

• Leads may come indirectly, via key influencers who recommend but do not purchase. For example, accountants may recommend accounting software.
• For these influencers, you want space in the database for details of their interests and the date they were last thanked.

6.4 If you use your database as a sales database, monitor which sales people are winning new customers - or losing accounts.

6.5 Use the database to collate the results of customer research you carry out.