Uni-Net International, Inc.

Database operation

The demand for database marketing, particularly those with a membership program, has been phenomenal among leading corporations. Uni-net has developed a system that helps our clients combine profile and behavioral data for a wide range of operations covering marketing, relationship management and marketing intelligence. Our system for database marketing is shown below.

Database management for marketing operation

Uni-Net offers a host of database services in the marketing area as shown on the following diagram:

Review the current database

The database of members generally includes the member’s personal profile, op-in (permission for mailing) items, contact data, and product-usage data.

Personal profile data: Names; date of birth or age , sex, marital status, contact address, telephone, e-mail address

Op-in data: subscription to newsletters, product information and e-DMs

Usage data (frequency of usage): by product and by occasions

Brand ownership and usage data: by competing brands, switching patterns

Marketing data: Participations in promotions and events, participation in online surveys

Develop database marketing strategies

here are 3 basic strategies for compiling a mailing list for a different type of marketing campaign. They are 1) permission marketing (using only opt-in items), 2) target marketing (including area targeting) and 3) personal messaging strategy.

Permission strategy

Opt-in is important not only because consumers demand corporations be socially responsible but also this practice prevent the company from inviting a negative image.

Tag:Interactive marketing ;Email marketing

Targeting strategy:

Target marketing is essential because members come from various regions with different needs and buying powers and behaviors.

Tag:Interactive marketing ; Relationship marketing ; Email marketing

Personalized messaging strategy:

The personalized messaging technique has been proven to be a very useful online marketing tool, as different marketing messages are prepared for different e-mail targets.

Tag:Interactive marketing ; Relationship marketing ; Email marketing

Develop database marketing strategies

The next step is to review the current computer system's capability of operating the database to meet the requirements of the established strategies. Necessary modifications will be recommended if the existing features and functions are found to be insufficient. Items to be reviewed are as follows:

Mailing list management software (functions and features)

System-load relating to server activities (server capability)

System-load relating to mail delivery (network capacity)

System security

Features and usability for administrators

Our group has dealt with many database management systems in the past, and would be able to offer our clients many improvements.

Tag: Email marketing

Database management for CRM operation

CRM operation is another area of database management that is widely adopted by major consumer goods companies. The following diagram outlines what Uni-Net offers in this area:

Data requirements for CRM operation

All personal data, opt-in data and usage data currently available for marketing operations are also available for CRM operations. In addition, survey and voting data from members can be stored in the database for feedback mail to members. Various types of greeting cards can be prepared and stored in the database for e-greetings to members.
When a loyalty program (point rewards) is to be implemented, all account information of each participating member must also be stored in the database.

System support for the CRM operation

All the system features and functions for marketing operation are also applicable here. Additional backend programs are needed to process survey- voting data as well as downloading of greeting cards for sending to member.

Establish CRM strategies

There are four strategies for database CRM operation: 1) proactive strategy, 2) one-on-one personalized strategy, 3) interactive and participatory strategy, 4) rewarding strategy. These strategies are described as follows:

1) Proactive strategy:

We want to make “customer satisfaction” as our major goal and make it work through database operation. We will take the initiative in communicating and dealing with members from our side through planning and implementation of effective CRM programs

2) One-on-one personalized strategy:

Communications with members will become more and more personalized. Greeting cards (birthday and New Year), for example, make a personalized approach very effective. As we establish a reward program for our members, the CRM operation will become even more personalized. Addressing our members with their names in e-mailing or in messaging will also contribute to personalization. Beauty and skin care consultation only for members can also make this operation more personalized

3) Interactive and participatory strategy:

Surveys and opinion polls are important part of database CRM operation. They can make our members feel that we care about them and that they are a part of the Olay family. Participation in a loyalty program (reward program for example) too can bring them closer to our brand.

4) Reward strategy:

Communicating with members alone is not enough to make CRM program stand out. Granting rewards to loyal customers is a practical way to strengthen brand loyalty. Point accumulation for rewards is a popular and effective loyalty program that should be considered for implementation. Distribution of e-coupons may also be considered in the future in conjunction with marketing operation.

Implementation of database CRM programs

Distribution of e-newsletter: Uni-Net undertakes content authoring It will also be responsible for mailing.

Surveys and opinion polls:

Surveys and/or opinion polls of members’ reactions to new products, customer satisfaction with regard to company’s policies and marketing programs, or even solicitation of new ideas from members are all important for the database CRM operation.

Greeting cards program:

Sending a birthday card and New Year’s greeting card to members will be an added attraction. These cards will be prepared with a personal message. Greeting cards for various occasions can also be prepared on the web-site for use by the members.

Loyalty program:

We also help our clients offer a loyalty program to their members products. Such program offers various rewards to the members for purchases or participation in promotion and events. Offering of incentives for visiting the website has also become popular.

Tag: Relationship marketing

Database management for marketing intelligence operation

Marketing intelligence operation has become an important part of brand management as market competition intensifies. A pool of 1 million members together with additional surveys and opinion polls provides us with an excellent basis for generating market potentials and product ideas, making possible marketing analyses and evaluating customer satisfaction. These intelligence data are then fed back to the brand management and related corporate staff. The recommended scheme for this operation is outlined below:

Organize the current data sources

The first step in intelligence operation is to organize all the data available from the member database. These are demographics, geographic, product usage and brand preference data. Olay has standardized this set of data collection throughout the world, and any supplementary information must be obtained through surveys and polls. The current information set offers the possibility of many useful analyses.

Collect additional information from surveys, opinion polls and self-diagnosis

These data are used to make product recommendations. Although these data can be analyzed independently, they are not directly integrated into the member database to yield in-depth information about members.

Integrate survey and poll data into the database

Integrate survey data into the current database. This requires a comprehensive plan for data integration, taking into account the information load and the system capability.

Establish marketing intelligence strategies

There are three strategies: 1) management-driven strategy, 2) systematic development strategy and 3) web-based real time strategy.

1) Management-driven strategy:

Marketing intelligence operation must be intended to support decision-making, meaning that it will have to be management-driven. This is particularly important for a product management company such as P & G.

2) Systematic development strategy:

There is a wide range of intelligence tools that can be developed. However, the development work must be well planned in order not to produce anything impractical. We suggest the development of descriptor and analytical levels of intelligence in 2004 and of predictor level in the following year.

3) Web-based real-time strategy:

Since intelligence information can be used by authorized persons anytime and anywhere, it should be backed up by a backend system over the Internet.

Micro and macro analyses

Profiling of selected targets (micro):

Profiling of heavy users
Profiling of loyal users
Profiling of heavy users who use competitive products
Plus all other profiling analyses

Analyses (macro):

Demographic distribution of the members (cross section)
Demographic distribution of the members (cross section)
Users analyses (non-users, light users, moderate users and heavy users (by age, region and other variables)
Brand users analyses (Olay and competing brands (by age, region and other variables)
Brand satisfaction analysis

UTA analysis

Promotion and price sensitivities analysis
Web-site traffic analyses of members (total page views, home-page visits and pages visited by section)
Plus all other analyses as determined by the brand manager.