The Customer Management Database

The Customer Contact Database

Your customer contact database is the key to expanding your small business through the power of database marketing. This article discusses the important components of the small business database and gives suggestions on the type of information to code.

The Power of Recency

The term Recency refers to the amount of time that has passed since the last customer transaction. It is the single most important parameter to record in your database. This article shows how you can immediately harness this powerful concept.

Customer Database Software

Finding the right customer database program can be challenging for the small business owner. This article gives three customer database recommendations along with features, versions, and pricing. One thing is for sure, if you plan on growing your business, you need to purchase a customer database program.

Latency - A Customer Retention Strategy

Have you ever used the concept of Latency to create a customer retention strategy? If not, you'll find it a powerful method to deliver the right message to the right customer at the right time. It's time to start mining all that transaction data in your customer database. This articles shows you how!

Database Mining & Customer Scoring

Part 1: Introduction to Strategic Database Marketing - This article talks about the importance of using database marketing to help uncover more profitable customers within your database. The key concepts discussed include Recency and Frequency.

Part 2: Analytic Customer Data Mining - Part two of this series takes you step by step through the process of running your own RF customer scoring analysis on your own database. This will identify your most profitable customers.

Part 3: Database Analytics - A Practical Approach - Part three of this series shows you a real life example of using the power of database analytics to maximize your return while minimizing expenses.

The Customer Life Cycle Series

Part 1: The Customer Life Cycle - The Customer Life Cycle is simply the progression of steps a customer goes through in considering, purchasing, and maintaining loyalty to your products and services. This article discusses this very important concept and sets the stage for Parts 2 and 3.

Part 2: Customer Life Cycle Grids - Part two of this series takes you through the process of running your own customer life cycle grids using Recency and Frequency data from your customer management database.

Part 3: Customer Life Cycle Applications - Part three of this series discusses three practical applications using customer life cycle grids. The first discusses the power of monitoring life cycle changes, the second talks about life cycle segmentation by product or customer groups and the third discusses how to determine the best time to promote to a series of customers.

A Marketing Promotion Plan That Works

When you base your company's promotion plan on the results of database quintile scoring, you'll automatically align your marketing dollars to the most responsive customers. This article outlines the three main customer buckets and the best way to market to each group.