Elements and Performance Criteria
- Collect data
- Determine purpose for acquiring data
- Identify and analyse data requirements
- Evaluate and select appropriate database system or database management service
- Use appropriate methods to collect data or source data from external providers on prospects
- Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements
- Enhance, cleanse and update data
- Analyse and use data for direct marketing purposes
- Segment and profile data according to demographic, psychographic and behavioristic characteristics
- Assess quality of data
- Identify database fields with crossselling and valueadding opportunities, and any changes in consumer behavior
- Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes
- Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings