Designing Your Database
It's all about the data. When the right data are compiled, aggregated and manipulated smartly, the value of your database for clients and prospects increases exponentially.
Some list owners and compilers make the mistake of gathering too much data because they feel more is better. Because they may not have a good handle on what to do with all this data, the data are combined within the database in a semi-organized, somewhat random manner. The end result is a muddled database, one that is unmanageable....less profitable. 
You spend a great deal researching which database management software to buy. The same degree of thinking and planning that goes into this decision should be applied to the design of your database. This is probably the most important decision you will make with regard to your database. Designing a database is much like building a house. You need a solid foundation; the framing must be precise; all the beams and studs must properly connect; the ceiling and walls need to meet correctly. How you decorate the house is meaningless if the house itself is not solid and well-constructed.
Experience Counts
The Focus Worldwide group has 13+ years of experience working with all kinds of data and has developed one of the most comprehensive and far-reaching databases of consumer households in the U.S. Our proven approach to data aggregation and segmentation, as well as our modeling and analytical services, can identify profitable prospects for your clients.
Focus Worldwide's experience includes working with hundreds of data files including compiled, survey, credit, response, email, internet-sourced, mail order buyers - and our experience enables us select the best of breed data. Focus knows how to research data AND the data owners. Provenance is extremely important.
The More Data, the More Questions
Once the data are selected, the next critical step is to examine all the data from the various sources. What data fields do you keep? Which do you drop? Why? Determine where there are similarities and where there is uniqueness. Similar data that overlaps multiple files can be extremely relevant and valuable.... if used smartly. But what is the best way to combine data? Do you assign priority to one file over another? Should priorities be determined by file, that is, should the same file have priority with all data fields? Or should the file priority change depending on the data field? These and other questions must be asked for each piece of data that you intend to keep. It is only by going through such a process, that you can ensure your database will be dynamic and valuable. Then you will be better able to help your clients understand their current customers, as well as acquire new customers as efficiently and profitably as possible. This is our area of expertise.
Why it Makes a Difference
Different mailers have different needs and the one-size-fits-all-approach to database marketing won't work for all marketers. The manner in which you structure your data collection and design your data aggregation methodology will allow you to segment your database in the most meaningful way for any type of marketer, regardless of the sector in which that marketer works - financial, insurance, publishing, retail, fundraising, consumer products, business products.
Why not let Focus Worldwide share with you all our years of data experience to guide your data decisions? Coupled with your experience and expertise, the end result would be a very valuable....and profitable database
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