How to Discover the Faces Behind Your Clicks Janet Park President Marketing Frontiers Richard Rabins Co-Chairman Alpha Software.

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Presentation transcript:

How to Discover the Faces Behind Your Clicks Janet Park President Marketing Frontiers Richard Rabins Co-Chairman Alpha Software

Database Marketing Techniques It’s Not Just about How Many

Database Marketing Techniques... It’s About WHO

Database Marketing Techniques... It’s About WHO You Betcha!

How to Discover Who IP AddressCompany Business Demographics

How to Discover Who IP Address

How to Discover Who IP Address Lehman Bros

How to Discover Who

How to Discover Who IP Address

How to Discover Who IP Address Omniture.com

How to Discover Who Omniture Inc. 550 Timpanogos Circle Orem, UT Tel: (801) Fax: (801) Omniture.com Nasdaq: OMTR Description: Provider of online business optimization software. Joshua James, CEO Total Employees: 500 Total Revenue: $79,700,000 Website: 35K/uniques/mo

Other Links to Who Address Snail Mail Name & Address Telephone Numbers Cookies linked to Offline Records

How to Discover Consumers Tel: (212) John A. Sample 123 Main Street Anytown, US Age: Est. Inc: $101k-$200k Type: Single Family Home Val: $300k-$400k Years Res: years Mort. Age: 2-5 years

How to Discover Consumers Tel: (212) Internet User Cat Owner Environmental Donor

How to Discover Consumers Apparel Books & Music Car Buff Children’s Items Buyer Computer Computer Software Crafts/Sewing Do-It-Yourself Electronics Entertainment/Travel Finance/Investing Golf Gourmet/Food & Wine Health/Fitness High Ticket Merchandise Housekeeping/Kitchen Magazines Mail Order Indicator Outdoor/Gardening Outdoor/Recreational Pet Owner Photography Sports Cards/Collect Stamps/ Coins Sweepstakes/Gambling

How Alpha Software Bridges the Digital Data Divide!

Alpha Software Background Founded 1982, Burlington, MA Developers of Database Application Software Pioneers in Rapid Application Development 10 million+ users worldwide Alpha Five software for Rapid Application Development for desktop and AJAX Web Applications Custom Application Development using Alpha Five

Alpha’s Marketing Strategy ’s Direct Mail – 20 million pieces /yr 1990’s - Database Marketing 2000 to Present – Online Lead Generation SEO Pay Per Click/Advertising PR/blog/viral

Alpha’s Conversion Goals Download 30-dayTrial Purchase Software License Contract for Custom Development

Alpha’s Marketing Data Integration RoboRep Web Data Drip Micro sites Customer Trials Online Data Offline Data

RoboRep Discovers WHO RoboRep gets data at 2 am daily. Millions of Trans- Actions in 10 minutes.

What’s Next for Alpha’s WA? Integration with salesforce.com Ongoing Data Quality Program

It’s Time to Talk Dirty (Data) Benefits of Clean Data: Identify duplicates Find “bounced” subscribers Locate stores near customers Assign sales territories Append Demographics etc.

3 Wishes for Marketing Analytics Visitor level data 2.Data files, not reports 3.Cross Channel Data Bonus Wish...

How to Discover the Faces Behind Your Clicks Janet Park President Marketing Frontiers Richard Rabins Co-Chairman Alpha Software Thank You!