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| One of the most difficult yet fundamental steps in creating a customer-centric model is building a holistic view of the customer. This requires identifying and linking all internal sources of customer data to be able to identify each customer as an individual, regardless of where that information resides. Not only is this process an important foundation in driving multichannel strategies, but it is also the basis for creating and delivering a consistent view of the Brand to the customer. Understanding and mapping out how information is to be used will drive decision-making. While many companies can offer the underlying technology necessary to create a database, only Marketsmith brings the hands-on experience to use both the technology and data to create improved marketing strategies and programs. |
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| Marketsmith has developed a cost effective database solution that is built on our ability to structure a database: provide quality control, create the Business Requirements Document, perform queries in real time and analyze performance, report trends, and provide regular updates. All of these capabilities are combined with a technology into a turnkey solution through which we deliver actionable data and insights to PBS-D both on a monthly basis and as requested. |
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| The Marketsmith team delivers: |
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 | Confidence and reliability that the data analyses and presentation formats will provide foundation for strategic tactical implementation |
| Consistency and accuracy of data which are critical to success with business intelligence |
| Single repository with clearly defined business rules for data collection and data structure |
| Consolidation of data from and across multiple channels which leads to more informed marketing strategies |
| Holistic view of customer which allows for fine tuning contact strategies |
| Daily access to visibility of the customer |
| Ability to track and interpret customer behavior across multiple inbound and outbound channels (e.g. direct mail, call centers, web, retail) |
| Ability to track the customer behavior and answer questions behavioral questions |
| Analyses that can inform marketing contact strategy, set reasonable expectations, and give direction on communication content |
| Assurance that the technology will provide a marketing infrastructure to deliver consistent customer experience across channels and over time |
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| Marketsmith oversees and manages all aspects of the marketing database, making it user-friendly and ensuring the output is directly actionable. |
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| We design the structure of the database to support the needs and initiatives of our clients. We set up the reports and tables to allow for immediate and complete understanding of performance by segment, source, SKU, key demographics, promotions, time of year, and other key variables. Additionally, through monthly reports and updates, we track changes in performance and provide trend analysis. Our focus is one our client's business and how use of the database best supports marketing operations as well as the infrastructure to pursue growth opportunities. |
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| Marketsmith ensures the database is built and maintained in adherence with industry best practices. We manage and oversee the database build and its processes which maintain the database and feed the analysis to make the data actionable. |
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| The build process includes database discovery and design, data cleansing and preparation, and setting up the structure for data collection, data management, data analysis processes, and monthly updates and reporting. |
| Analysis and oversight includes tracking and interpreting customer activity across multiple inbound and outbound channels, including retail stores, direct mail, call centers, and web. This information can be used to put out highly targeted campaigns that include customized messages suggesting a future purchase based on past behavior. |
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