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What’s the secret to extracting seams of gold from your database?  Chris Cuffe, managing director of helpIT systems explains how effective data segmentation and analytics forms an integral part of business strategy.

It’s a good bet that your business uses its prospect and customer databases to market to customers with a fairly blanket approach.  Does the following sound familiar?  A business strategy is formulated, the product produced and refined, the sales people briefed and the communications devised and deployed to the whole database.

This approach, however, misses vital tricks and opportunities. 

A corporation’s most valuable information can be hidden in the depths of its database, waiting to be discovered. Think of a charitable organisation, for example. With some extensive digging in its database, a charity could gain insight into which region or creative message would produce the best results during an intensive fundraising campaign. In the for-profit sector, a CEO could use the data already available to establish the best location to open a new branch or make a tactical acquisition.

Databases and lists should no longer be isolated from the rest of the organisation.  Instead, businesses should use those tools to sharpen their marketing tactics.

Failing to recognise databases as an integral part of your business activity is the equivalent of piloting an airplane while blindfolded. Customer databases contain a wealth of information,much more than simply a list of addresses. Specific details about customers, donors and prospects are one of the most important assets you can have.  But, without a means to unlock this treasure chest of knowledge, it is essentially a relic from the past: a hard-copy mailing list.

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