| |
The gathering and rationalisation of data creates value. |
 |
|
 |
Data collection: |
| |
 |
Procedure: establishing bases to collect information regularly, easily and accurately |
|
Classification: selecting information which is relevant for the subsequent
re-launch strategy, initial base for segmentation |
|
Optimisation: verification of the procedure and regular updates |
|
|
Base management: |
| |
|
Thoroughness: regularly checking the incrementation of the base |
|
Segmentation: capacity to identify groups which stand out from the crowd and which may be subject to specific offers |
|
Monitoring: regular merge-purge and analysis of the base so as to enhance its quality |
|
|
Use: |
| |
|
Drafting newsletters: included in the marketing strategy, based on the results of the analysis of the database |
|
Definition of adapted offers: identification of targets and their likely reaction to certain offers |
|
