The gathering and rationalisation of data creates value.
Data collection:
 
Procedure: establishing bases to collect information regularly, easily and accurately
Classification: selecting information which is relevant for the subsequent
re-launch strategy, initial base for segmentation
Optimisation: verification of the procedure and regular updates
Base management:
 
Thoroughness: regularly checking the incrementation of the base
Segmentation: capacity to identify groups which stand out from the crowd and which may be subject to specific offers
Monitoring: regular merge-purge and analysis of the base so as to enhance its quality
Use:
 
Drafting newsletters: included in the marketing strategy, based on the results of the analysis of the database
Definition of adapted offers: identification of targets and their likely reaction to certain offers
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