Frequently Asked

Database Questions
 

Q. My business is so new I don't have a customer list yet. Can I still benefit from a customer characteristic analysis?

A. Yes. Actual past data is better, but a hypothetical best-customer profile can be very valuable to a new business.

Q. I have a database but it hasn't been well-maintained. Can it still be used for analysis?

A. Yes.  Some clean-up will be required.  Once we review your list we can provide a labor estimate for the clean-up.  We can also counsel you on how to prepare your file for us to work on.

Q. What data is important to collect about a customer?

A. Your transaction records should be able to tell you:

o    Customers who purchased recently

o    Customers who purchased frequently

o    Customers who have spent the most money in total

Recency, frequency, and monetary value (RFM) are key indicators of customer value.  But our analysis doesn't stop with RFM.   Seasoned analysts examine your data, searching out the deep connections and hidden relationships that give you new insights.   Click on the 'Our Approach' tab at left to learn more.

Q. Is it safe to let my customer database out of my control?

A. Your privacy and confidentiality is critically important to us.  Your list remains YOUR list while it is in our hands.  It will not be combined with other lists, added to our master database, or manipulated in any way other than required to provide your customer characteristic analysis.  When we have finished the work to your satisfaction, your list is removed from our computers. Before work begins, we will sign a Mutual Non-Disclosure Agreement.

Q. Once you've groomed and enhanced my customer data, can I get that improved database back from you?

A. The enhanced database can be returned to you.  There is an additional fee to cover the licensing and handling required to release proprietary data appended to the customer information you provided us.  The fee is typically under $1750.

Q. What are your data sources?

A. Our master database draws from a variety of data sets from both public and private sources.  For household (consumer) customer lists, depending on the project focus, we use certain resources to establish the criteria for the prospect list (such as psychographics, household spending estimates, media preferences etc.).  We pull the final address file from sources that include state drivers' license files, voter registration files, Experian and other compilers that our internal research has shown to be productive.

For business lists, we use Harris InfoSource, Dun & Bradstreet, InfoUSA and others as determined by the specifics of the project.   This means that we rely on no single "best source".  Instead we select from a repertoire of sources depending on the project.

 

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