Services

Database Management

While time and relevance are important for any marketing effort, without good, solid data on your customer and a way to leverage it, your program is only half complete. It’s critical the data you’re using to create your campaign is as accurate and up to date as possible. That’s the only way to stay relevant.

ClickSquared’s automated database management system executes all tasks necessary to maintain a marketing database in real-time. All customer contact points, including the latest customer transactions, inquiries and service details, are fed into the system automatically, giving you the most up-to-date marketing database. Most of ClickSquared’s marketing databases are regenerated every night using innovative and fully automated tools, enabling us to drive down the cost of database implemention and management by 80 percent.

Core capabilities include:

>> Identification

>> Data Transport System

>> Import

>> Transformation

>> Mapping

>> Cleansing

>> Standardization

>> De-duplication

>> Householding

>> External Data Appending

Once the information is consolidated, you have the most comprehensive view of your customers available. This database is then scrubbed, standardized and optimized for relationship marketing use.

• Identification
  The first step in bringing data from multiple disparate data sources into the click Digital Marketing System, the identification process labels which data set is being imported, verifies the integrity of the data and matches the data to the appropriate transformation routines.
• Data Transport System
  The data transport system automates regular data transfer between existing client systems and click by generating regularly scheduled database extracts from a system, encrypting this data and sending it securely into click via the Internet or leased lines. Using this system ensures regular updates of data and eliminates the burden of manual data extraction and delivery from your IT staff.
• Import
  The import function facilitates manual imports of data that may result from sources not conducive to automation such as acquired outside lists or standalone promotional entries.
• Transformation
  Transformation converts data from a multitude of different database formats to a standard format which click can analyze and manipulate very quickly.
• Mapping
  Mapping takes the transformed data and ports it into the click structure for use as an efficient marketing database. The original data integrity is maintained, while all key data variables are mapped to the click components. This enables rapid deployment while maintaining the flexibility to easily go back to source data sets for additional data if needed.
• Cleansing
  Cleansing removes the "noise" or bad data from the database. This process ensures data integrity and quality throughout the rest of the process.
• Standardization
  Standardization converts common words and phrases as well as US and Canadian addresses to a standardized format that makes analysis easier.
• De-duplication
  De-duplication removes duplicate records from the database and consolidates the records into one complete view of the customer allowing the marketer to see a true picture of the people in their marketing database.
• Householding
  Householding takes de-duplication to the next level by providing a single comprehensive view of each household, inclusive of all residents. This is important for analysis of products and services purchased at the household level - and critical for direct marketing efforts in ensuring the same household does not receive multiple mailings or phone calls.
• External Data Appending
  External Data Appending allows us to enhance a customer's profile with key information (demographic/lifestyle) that is not available in the raw data imported from a client’s systems including Age, Income, Net Worth, Buying Preferences, Home value, etc. This allows us to build detailed profiles of the customers in our marketing database.