Many enterprises also consciously organize some activities to collect customer information, such as prize-winning registration activities, rewarding customers who register voluntarily in various ways, and requiring participants to fill in their names, telephone numbers and addresses. Such activities can collect a lot of customer information in a short time.
This method of collecting customer information also includes: prize-winning registration cards and discount coupons, member clubs, giving gifts, collecting by email or website, and so on.
Obtain potential customer data from outside.
Fortunately, although the social foundation of data marketing in China is not perfect, there are still many opportunities to find and obtain relevant customer data. These data are generally obtained through purchase, lease or cooperation.
The following are possible channels to obtain the data of potential customers:
1. data company. Data companies specialize in collecting, integrating and analyzing the data and customer attributes of various customers. Data companies specializing in this field often have good and close cooperation with the government and related industries and institutions with a large amount of data. Generally speaking, such companies can provide thousands of customer data lists for the direct selling industry. In Beijing, Shanghai, Guangzhou, Shenzhen and other large and medium-sized cities in China, such companies have developed very rapidly and have begun to play an important role in the field of data marketing.
2. Directory marketing and direct selling organization. Such organizations directly call consumers or mail product catalogues. As long as there is a suitable price or purpose arrangement, many such companies are willing to share their own data lists.
3. retailers. Some large retail companies will also have a lot of customer membership data to obtain.
4. Credit card companies. Credit card companies keep a lot of customer transaction history records, and the quality of these data is very high.
5. Credit investigation company. There are companies specializing in customer credit investigation abroad, and such companies are generally willing to sell the data of these customers.
6. Professional investigation company. In consumer goods industry, service industry and other industries, there are many companies focusing on product survey. These companies usually accumulate a lot of customer data through long-term accumulation and cooperation.
7. Consumer Research Company. Such institutions often analyze and construct complex consumer behavior characteristics, and such data can be obtained through purchase.
8. Related service industries. Customer data can be obtained through cooperation or exchange with companies with a large amount of customer data in related industries. Such industries include: communication companies, airlines, financial institutions, travel agencies, paging companies, etc.
9. magazines and newspapers. Some national or regional magazines and newspaper media also keep a lot of customer subscription information and survey information.
10. government agencies. Official census data, combined with government-funded surveys and consumer research information, help to enrich the customer data list. Government administrative agencies and research institutions often have a large number of customer data, such as household data of public security household administration departments, tax information of tax authorities, social insurance information of social security departments, etc.
In China, government departments often have the most complete and effective data. In the past, these data were not well used for commercial purposes. Government departments have been vigorously strengthening the construction of basic information databases. Under the market trend that the data base is getting better and better, and the management and application of data are becoming more and more standardized, government departments are also consciously opening these data for commercial use.
A representative government project is the National Citizen Information System, which is built and operated by the Ministry of Public Security. It centralizes the household registration information of public security household registration departments in cities all over the country, and provides services for government departments, administrative organs and industrial and commercial enterprises to inquire and verify citizenship information. These data can be used as important customer benchmark data.
Data acquisition mode
There are generally the following ways to obtain data: data purchase, data leasing and data cooperation.
Purposeful marketing activities often adopt the way of purchasing data directly from data companies or renting data.
Data cooperation is suitable for companies that have a lot of customer information and need to cross-sell or improve customer loyalty through cooperation, such as credit card companies and airlines jointly issuing cards and sharing member information.
Judgment of data quality
Generally speaking, with the passage of time, the quality of data gradually declines. As mentioned earlier, the data quality of different data sources varies greatly. There are many methods to judge the quality of data, among which the most important method is to analyze the source of data, the registration time of data, the frequency of data being used or verified, and so on. Generally speaking, the data registered within one year is better.
Under the current data environment in China, government departments have mastered and accumulated a large amount of data. However, due to the influence of long-term emphasis on registration and neglect of maintenance, the quality and validity of data cannot be fundamentally guaranteed, and data integration between government departments is also the key work in the future.