Database Marketing Overview
Fairchild Media approaches database-marketing projects with the initial objective of creating a unified, centralized data repository by connecting disparate databases and systems. Through a detailed requirements gathering phase, we design, develop and deploy a centralized, scaleable marketing database solution that is tailored to your business objectives and requirements.
After defining and establishing a centralized database, Fairchild Media takes advantage of this database by employing various marketing techniques to maximize the effectiveness of marketing campaigns including:
- List segmentation of customer and prospect lists
- Regression modeling
- Zip code and demographic modeling
- Control development
- A/B testing
- Customer lifetime value assessment
- Data appending
By utilizing our Lighthouse® online reporting system, marketers are empowered to access information stored in a client's marketing database at both the strategic and tactical levels to drive targeted marketing efforts. With our Lighthouse software, marketers can:
- Track promotional efforts
- Measure responses and purchase behavior
- Track inventory levels
- Evaluate return on investment
- Review all marketing metrics
