FULL HOUSE Turning Data into Audiences - ARTS Australia

If you want to expand the data on customers and analyse your information:If you have not already done so, read Chapter 4 on the informationwhich can be compiled in customer records.Then read Section Three.Chapter 7 covers the expansion of the records and the additionof profiling, mapping and other proprietary systems.Chapters 8 and 9 delve into statistical analysis and the differentways of presenting the data for interpretation purposes.THE KEY TO SUCCESS?Organisations need to understand their customers’ behaviour and what theirtransactions tell us about them. They must, therefore, have control of the data on theircustomers, and understand their behaviours and what their transactions can tell usabout them. Getting the most out of the customer database will involve changes inbusiness practices, management structures and strategy. In addition, it requires thedevelopment of staff skills, implementing the right software and finding out how touse it. The place of marketing and sales in the functioning of the organisation andthe position of marketing in the management hierarchy will have a major effect onthe staff motivation and the effectiveness of marketing thinking. This will also impacton the contribution of marketing to the success and sales of the organisation.Without the right structure and relationship between customer-facing staff andthose responsible for managing the strategy for relating to customers, the relevanceof the information in the customer database will remain locked inside it.INTRODUCTIONxi