Marketing Skills: Databases: Developing & Using

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Course Overview

If you are planning to develop a marketing database, or if you have a database and you want to use it more effectively to gain better results, then this is the workshop for you. It is designed to help you refine the data you need and use it to guide marketing activity within your organisation.

Audience

This workshop is designed for marketing managers, marketing executives and marketing support staff who wish to improve the way that marketing databases are used in their organisation. Whether the organisation has a database, wants to restructure a database or is setting one up for the first time, the course will be beneficial for all.

Skills Gained

To compete effectively your organisation needs a marketing database or CRM system. However, many organisations focus their efforts on the technology involved, without considering how the database will be used for marketing. This workshop shows delegates how to develop a database that will enable them to acquire new customers, retain existing customers and win back lost customers.

By attending this workshop you will develop a better understanding of how a marketing database can be developed to improve marketing and sales activities within your organisation. By the end of the workshop you will have the knowledge you need to confidently discuss how a marketing database should be constructed and used for best results.

Course Outline

• Develop and use a marketing database to enhance your business
• Acquire new customers and retain them
• Win back lapsed customers
• Determine the data to be collected and understand how it will be used
• Use your database to drive marketing plans and measure results achieved
• Maintain a database and enlist the support of other people
• Use simple rules to make sense of data held
• Target more effectively and avoid 'junk'
• Use a database to improve marketing communications
• Structure a database
• Establish feedback channels and measure results
• Use database marketing to support a sales force and distributors

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