RW CONSULTING
Database Marketer’s Audit®
Have you ever wondered whether your organization’s marketing database and support system provides the competitive edge it should? Are systems maintaining all potentially valuable marketing detail provided by customers, members or prospects? Are you overlaying valuable, appropriate external detail? Are names and addresses as clean and up-to-date as they should be? Can stored information be accessed easily and quickly for analyses, file segmentation, report generation and as output for mailings, list rentals, etc.?
If you think that answers to any of these questions could reveal substantial shortcomings in the performance of a critical business asset, consider having RW Consulting perform a comprehensive audit of your marketing database.
We will review and evaluate database content and capabilities together with current and planned information applications and needs. Knowledge gained will be combined with experiences from dozens of other database marketers to permit us to critique existing functionality. We will tell you where your database supports operations well . . . and where it falls short. We will recommend specific improvements and ways to implement them.
The Process
An audit of an organization’s marketing database typically involves a three-step process.
1. Information request
The audit begins with our sending an extensive questionnaire requesting detailed
information about the current database, how its used and what functionality
it has. Different questions are posed to MIS and marketing managers. The
former are questioned about file structure, flexibility and capabilities
while the latter are asked to address current and planned usage and perceived
needs.
We ask you to provide layouts of all current databases as well as any potentially
valuable information sources together with data dictionaries or explanations
of these files. We also request samples of typical file segmentation or selection
runs, standard file audit or update reports, and analytical reports your
system generates.
Responses to questions together with layouts and samples should be sent before Step 2, the site visit.
2. Site Visit
A visit to your location is set and interviews with key staff whom you designate
scheduled. If an outside vendor maintains files, we encourage their participation
as well. Our objective is to fully understand current as well as planned
sources of marketing information, capabilities and needs. Questionnaires
serve as a guide to subjects covered with each interviewee. We probe issues
triggered by written answers, clarify gray areas and solicit feedback on
ideas that seem reasonable to us but which are not raised by staff.
Site visit length depends on the amount and complexity of marketing information
systems and sources, and on the size of the team which maintains and uses
it. Visit length is determined in advance, typically ranging from 1 to 3
days.
3. Prepare Findings and Recommendations
Once we thoroughly understand your database environment and needs, we add
experience-based insights to prepare a report indicating whether your tools
are superior, average, or poor and how they compare to those of like firms.
Strengths as well as weaknesses and needed improvements are highlighted.
Recommendations are also presented. They will be:
 |
Actionable. Whenever possible, we tell you how to implement
recommendations.|
Prioritized. We indicate which shortcomings or unmet needs should
be addressed first. |
Detailed. Enough detail is provided for you to proceed whether or
not RW Consulting has any further involvement. |
Customized. We do not believe in a "cookie cutter" approach.
Recommendations are tailored to a client’s specific needs, size and
environment. |
An optional but recommended second visit allows us present and discuss findings.
| |
Experience
The tools and methodologies used to conduct this audit were developed by Bob Weinberg, Founder and President of RW Consulting, during a 25 year career working with more than 200 of the world’s leading direct and database marketers. He has performed large marketing database review, design or installation projects for organizations as large and diverse as Bose Corp., Daimler Benz, Delmarva Power, Microsoft, NRMA (Australian Auto Club/Financial Services), PetSmart Direct, Reiman Publications, Sara Lee Direct, Skrudland (Photo), VUM (Belgian newspaper publisher) and Warner Bros. Retail.
Cost and Timing
While the cost of an audit varies with job complexity, a firm estimate is provided in advance after we have discussed your company’s size together with specific needs and wants. For most firms the review process through the Step 3 report can be completed at a cost of between $8,000 and $20,000. Travel and other out-of-pocket expenses are billed in addition, at cost.
If the client can arrange for timely completion of Step 1 questionnaires and can schedule site interviews soon thereafter, an audit can be completed in as little as 4-5 weeks.
Call or e-mail us for your copy of our Audit Questionnaire