The LENSER Database Solution
Maintaining a sophisticated customer relational database management system (RDBMS) is essential to the success of a multichannel business. Unfortunately, the scope and complexity of a fully functional RBDMS have made it cost prohibitive for all but the biggest marketers—until now!
LENSER has partnered with Creative Automation, an industry-leading database management company, to build a database platform with functionality which is specifically designed for multichannel marketers. By allowing our clients to share a platform, developing standard data fields common to most of our clients, and providing the necessary human interface between our clients and the database, we have obtained economies of scale and features that are well beyond what any of our clients could achieve on an individual basis.
Gain new insights from your customer files.
The LENSER Database Solution integrates your customer file with the merge/purge and matchback processes to build a comprehensive database management system that can drive both traditional and e-commerce marketing campaigns:
- Integrated Merge/Purge Logic: Incorporates two integrated m/p technology systems for state-of-the-art list hygiene and the most comprehensive address standardization available; both consumer and B-to-B merges are supported.
- Monthly Matchbacks: Incorporates strict client-based business rules, allowing the marketer to properly allocate sales across channels to allow for better understanding of purchase preference and revenue.
- Promotional History: Summarizes data at different levels and among your various channels to provide counts of the number of times customers and prospects have been promoted via multiple channels, providing the basis for contact strategies, as well as determining what channel is the best response generator.
- Identify Non-Responders: Tracks habitual non-responders across multiple channels, potentially resulting in non-responder suppression from mailings.
- Appends Customer Origination: Appends origination data that is available from e-commerce systems such as key word results to the customer file; matchback data is also appended, allowing differential mailing strategies to those groups that may be less responsive to traditional catalogs or require specialized promotions.
- Appends Prior Mail Qualification Data: Predict what level of postal qualification will likely occur with customers and prospects based on prior qualification, taking such qualifications into account in later mailing decisions.
In addition to the relational database, the LENSER Database Query System (DQS) will provide you with fast answers to your marketing questions. DQS provides response information you need without having to develop a custom reporting solution, keeping costs down. Sitting in your office, via the internet, you will be able to quickly obtain answers to your questions and receive a standard set of reports.
How the LENSER Database Solution helps you plan more effective campaigns.
An effective relational marketing database and customer relationship management system enables you to drive more sales and reduce marketing expenses by making better mailing decisions and personalizing your marketing campaigns.
Specifically, you will be able to:
- Make better marketing and merchandising decisions as you perform unlimited ad-hoc queries.
- Limit unnecessary mailings of expensive catalogs to segments based on buyer origination and prior postal qualification.
- Facilitate multiple extracts for specialized marketing programs or email campaigns.
- Improve response rates by personalizing both postal and e-commerce promotions.
- Maintain accurate addresses through LACS, NCOALink, and DSF2 update processing.
- Better target your mail by identifying geographic market penetration.
- Make better B-to-B marketing decisions by overlaying promotion history at employee and company levels.
- Base promotions on more accurate results through record consolidation using individual/household level matching and customized rules.
- Quickly understand response-matchbacks are included in the cost of the database since mailing tapes and other promotional files are already in the database.
At LENSER, we are constantly looking toward the future and developing new ideas to improve our clients' multichannel marketing efforts. As your partners, we would like to be part of an ongoing dialogue with you to determine how to best meet your needs with cutting-edge multichannel marketing concepts and technology.
To learn more about the LENSER Database Solution, please contact Michelle Houston, Vice President of Circulation and Client Services, at 415.446.2504 or email michelle.houston at lenser.com.