Reporting, Dashboards and Scorecards
Get the
information and insights you want quickly, succinctly, and
easily.
The
primary reasons that marketers invest in CRM and database
marketing is to get information about customers and use
customer information to generate sales and increase customer
profitability. So it
follows that
the
reporting component
of any database marketing or CRM capability is absolutely
critical to the success of the initiative,
marketing performance improvement, and overall satisfaction
with the company’s investment in CRM (click
here to read our Reporting Primer for Marketers, published
in DTC Perspectives magazine).
Garbage in, Garbage out
Unfortunately, marketers are mostly dissatisfied
with their reporting.
Whether it is because they are not confident in the
numbers they see, do not have access to the numbers they
need, or find the reports too difficult to use, the results
are always the same — missed business opportunities, an
incomplete view of the customer and marketplace, and overall
lack of confidence in the CRM capability.
 Business
over Technology
The most
common response to marketer dissatisfaction with reporting
has been to place a business intelligence tool, such as
Cognos or Business Objects, on top of the available data as
a way to make the data “easier to use.”
Unfortunately, these efforts often end in failure,
with increased dissatisfaction, reduced confidence, and a
perceived lack of value in the overall CRM/Database
solution. Why?
Because reporting is a business opportunity, not a
technology problem for tools to solve.
Marketers need their information presented in a concise,
relevant and accurate form.
Tools do not identify necessary data, vet information
coming in, or design reports. DB Marketing Technologies does.
While tools improve access to and flexibility of data, they
do nothing to ensure delivery of a marketer’s key
requirements. DB Marketing Technologies does.
DB Marketing
Technologies Makes Reporting Work for Marketers
Reports
designed and developed by DB Marketing Technologies deliver
the answers marketers need quickly and easily. The
 numbers
are good, the insights accurate, and the action items clear
and easy to understand. No more poring over pages wondering
how the heck the final numbers were derived, is the data
good, and trying to figure out what the reports are telling
you.
When you work with DB Marketing Technologies, you know the
numbers are good and the insights are spot-on, because DB
Marketing Technologies reporting projects don’t start with
output — they start with marketer business requirements and
data input. Even
more, you will know exactly what the reports are saying
because we will literally draw you a picture,
provide a score, give a grade, do whatever it takes to
describe a situation and present performance in as few words
and as little time as possible.
DB Marketing Technologies provides end-to-end services and
methods that fully deliver on the reporting needs of
marketers by addressing the following three key areas:
-
Accuracy
-
Relevancy
-
Ease of Use (Design Excellence)
Accuracy
To ensure data coming into reports are accurate – i.e. the
numbers are rock solid for senior management and you can
actually make good decisions based on the information –
DB Marketing Technologies performs the following:
-
Touchpoint Tracking Enhancement
-
Data Collection Evaluation and Correction
-
Database Audit and Remedy
Relevancy
To make sure the reports actually answer marketer business
questions now and in the future, DB Marketing Technologies
performs the following:
-
Business Requirements Review and Enhancement
-
Data/Business Requirements Reconciliation
-
Analytic Plan
-
Metric and Measurement Standards Development and
Enhancement
Ease of Use (Design Excellence)
Finally, to ensure that reports communicate what’s happening
in the marketplace quickly and simply, DB Marketing
Technologies performs:
-
Report Design (using industry standard reporting tools)
-
Reporting Implementation Support and Management
-
Reporting Portal Hosting (turnkey solution with
guaranteed service
Call DB Marketing
Technologies today to schedule your free reporting
consultation: (212) 717-6000.
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| Customer Testimonial
"DB
Marketing Technologies has enabled us to answer the
important questions. The combination of the intelligence of
their consultants, clear analytic approach, and ability to
both document and execute on their findings has enabled us
to make many important marketing decisions.
DBMT’s expertise in using data to both improve marketing
performance and calculate dollar return for marketing spend
has been invaluable to my team.
By working together with our ad
agency and all vendor/partners involved in the promotional
effort, DBMT is able to better align the total promotional
effort, ensuring that there is no project overlap, serving
to lower our overall spend and increase the return on
investment."
Brand Director
Roche
Laboratories
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