Importing Marketing Customers and Making the Most of the Database
Overview Sources of the Data Database import- How to make it work Uses for the data Exporting for Direct Mail Or Telemarketing Exporting for Block Leading New Home Owners Campaign Activating marketing Customers Assigning Services Run Leads, Telemarket
Sources of the Data Use:
Don’t Use:
•Americalist
•Phone CD
•Hill-Donnelley
•Yellow Page CD
•Bresser’s •Merckle
•Phone USA •USA Phone
Database importHow to make it work
Map the path to your data
Mapping Available Data Fields Set the path to the data then map the fields *****Notice how there are multiple fields for address, zip code and phone numbers. The key to an error free import is to map these correctly now*****
Mapping Available Data Fields
Here we have a combined zip plus 4. Make sure and map this to the zip plus 4 field, not to the plus 4 zip
Mapping Available Data Fields
Click Begin Data Import
What Happens during the import • Duplicate Checking – (street no, street name, left 5 of the zip )
• Duplicates of records in the Active Database –
(Status 1-9) are dumped into the duplicate file to be processed later.
• Duplicates in the Marketing Database – If both records have a +4 • If it is different, the new record is added • If it is the same, the old record is updated
– – – –
If the suffix is different, the new record is added. If the post-directional is different, the new record is added. If the pre-directional is different, the new record is added. If none of the above are true the old record is updated.
How older data is updated If the Duplicate record is in: The Marketing Database – Company, Import date, altnum, title, and source are always overwritten. – If the there is a NEW last name and it is different from the OLD last name then the names, and phone numbers and National DoNot Call info is overwritten. – If the last name is the same then phone numbers are only overwritten if the new ones are not empty. – If the new info is not empty the corresponding old data is overwritten for the rest of the fields, (subdivision, size, email, direction, house cost, year built, yard dim, census tract, carrier, tracking, latitude and longitude.)
The Active Customer Database – If the Last name is the same, the phone numbers are only overwritten if the new ones are not empty. – Size, direction, latitude & longitude and carrier route are left alone if the new ones are not empty. Everything else is overwritten.
Importing Data Importing does the duplicate detection and address standardization
Be sure to look closely at this preview of your data
How do we handle those duplicates
Cleaning Up Duplicates
Its Important to clean up your duplicates. The best order is: 1. Delete duplicates of your Active Customers. 2. Delete Duplicates of your cancels that still have a balance. 3. Delete Duplicates of marketing data or estimate statuses. 4. Overwrite your Estimates or Cancels.
Uses For the Data Export the Data for Direct mail Campaign or Telemarketing Import into Block leading Move to active and the mass service assignment utility (New Home owners) After the Estimate or Block lead send them a Prepay letter
Export Your Marketing Database
Export Your Marketing Database
Set the path And export Mail or Telemarket from the file created.
The Sales Estimate Book
Here we can be selective as to what zip codes we want included in our sales book
Block Leading or Sales Estimate Book can be filtered by the Subdivision
The Sales Estimate Book
Showing prior estimates can help in “guesstimating” lawns. We can see this customer is 35.00 sq. ft. @ $153.00 per app. This gives us a starting point for estimating the neighbors
New Homeowners Program
New Homeowners Program • DO BACKUP • Import Into the Marketing database • Run the activate marketing customers utility – Use switch to send to the mass service assignment utility
• Run the mass service assignment utility – Be sure to use the calculate price option
Step 1: Backup your Data • You must make sure that you have a good back up prior to running these utilities • This would be in addition to the backup you normally run on a DAILY basis. • If you are not backing up regularly or are not sure if your backup is working, please Call Real Green for help
Step 2: Run the activate marketing customers utility This utility moves the Prospects from the marketing database so that we can create programs for them and send Letters
Step 3: Activate Customer Utility Set the date range for when the records were imported into your marketing data. Use all or set a range if you want to limit to files uploaded on a specific day.
You must select the source of the data that was uploaded.
Select Size Range to only bring over Prospects that have measurements
Check off to send to Mass Service Utility. This ensures that the same customers are selected there and that all prospects are assigned services
Step 4: Create the services
Step 5: Assigning Services
Set Source and Employee
Select Calculate Price, set the Season and program status
Step 6: Generate the Letters
Use the same Status used during the Mass Service Assignment
Step 7: Generate the Letters
Set the letter format, Letter text and envelope size
Step 4: Generate the Letters
Set letter options to reflect proposed services, not a renewal offer
Once you have run an estimate or gathered a price with the block lead process then a customized offer!!
Or avoid paper cuts and let Real Green process your prepays or direct mail offer
SMALL PRINT Requirements & things to double check • Verify your price tables are correct – Add the programs in question to some customers…with different measurements…and check confirm the pricing is what you are expecting
• Make sure the programs or jobs are correct • Make sure the user has rights in parameters for the 2 utilities required • Do not include canceled customers with this mailing. – (We recommend separate batches so you can tailor the message to each group.)
Employee Parameters
Before you can proceed make sure that the user has the correct security rights to Run Marketing Utilities and Export to the Mass Service Assignment utility.
