“`Cheshire Puss,’ she began, rather timidly, as she did not at all know whether it would like the name: however, it only grinned a little wider. `Come, it’s pleased so far,’ thought Alice, and she went on. `Would you tell me, please, which way I ought to go from here?’
`That depends a good deal on where you want to get to,’ said the Cat.
`I don’t much care where–‘ said Alice.
`Then it doesn’t matter which way you go,’ said the Cat.
`–so long as I get SOMEWHERE,’ Alice added as an explanation.
`Oh, you’re sure to do that,’ said the Cat, `if you only walk long enough.’” *1
This conversation between Alice and the Cheshire Cat demonstrates the need to have a goal/objective, before asking questions about how to get there or commencing on the journey. This holds true for the delivery of a Customer Marketing solution, where having clear business goals and objectives will aid delivering a solution that is fit for purpose, enabling the marketing teams to drive increased customer revenue, longer customer engagements and additional customer activity.
The following series of postings will look at the approach needed to identify the business objectives and requirements in order to deliver a positive ROI for the business on implementing a Customer Marketing solution, covering:
- Week 1: Where to start (this posting).
- Week 2: How do I know if am delivering the right solution?
- Week 3: How do I define what the solution should deliver?
- Week 4: Understanding your communication needs.
- Week 5: What analysis will I require?
- Week 6: How much data will I need?
- Week 7: When and How will the solution be delivered?
- Week 8: How do I evaluate success?
If you have any further questions or would like support / guidance in discovering or defining your Database Marketing solution, please contact me through the BlacklerRoberts Ltd “Contact Us” page and I will be happy to discuss your needs. You can also follow @BlacklerRoberts on twitter for further insights.
*1 Pig and Pepper, Alice’s Adventures in Wonderland by Lewis Carol