Managing customer & market data is a challenge for many businesses. Even large, successful companies often struggle to maintain timely, accurate information about their customers and markets. The data typically comes from many diverse sources. It is often collected for reasons having nothing to do with creating an accurate customer record or market intelligence. While this data can be difficult to manage, high quality information about your customers and markets can offer a powerful strategic advantage.

  • Targeted marketing and promotions: Build differentiated, targeted marketing and promotional offerings that appeal to the specific customers most likely to respond.
  • Micromarketing: Identify untapped potential among your existing customer base or likely prospects.
  • Life-cycle management: As your customers change, their needs for your products/ services change. Design targeted offerings to align with your customers' changing needs.
  • Loyalty analysis: Identify your loyal customers and determine what drives loyalty. Optimize product design, promotional efforts, and customer experiences to build loyalty.
  • Business experiments: Test and refine new product ideas, promotional tactics, and marketing initiatives before rolling out to the entire market. Kill the unsuccessful ideas and expand those that maximize ROI.

We have the tools and resources to develop an effective, sustainable solution to manage your customer and market data. Building a high performance data management system requires careful planning, preparation, and execution. Key components of the process include:

  • Planning: Conduct needs assessment & stakeholder analysis, identify data assets and gaps, define reporting and analysis needs. Design the solution.
  • Data assembly: Assemble source data, define requirements for accessing and loading source data.
  • Data consolidation & prep: Consolidate and integrate source data, clean data, select or create unique customer identifier, etc.
  • Database construction: Build, test, and validate the database. Design process to maintain and refresh data, data governance.
  • Analysis and Reporting: Design & build custom reports and management dashboards to generate insights and manage market opportunities (Figure 2).

Figure 2: Example Market Data Dashboard (artificial data)

Euclidix, Inc.
262-720-3397
EuclidixConsulting@gmail.com