Business Intelligence for Marketing Teams
- Reduces administrative costs of managing marketing campaigns by using data analysis tools
- Improves efficiency of marketing activities by tracking campaign results against expenditure
OCC's solution for the Royal Mail focused on the development of a national tactical marketing database.
Purpose of the database
The purpose of the database is to hold and integrate centrally all information relating to the Royal Mail's marketing activities, including:
- new product development
- public relations
- advertising
- exhibitions
- conferences
- point-of-sale
- research
- internal communications
Database design improves marketing activities
The database has a clear and easy-to-use interface which allows the user to view the data and results of the queries and reports.
Each record in the database represents an aspect of marketing activity:
- a description of the activity itself
- the main groups to which the activity is relevant
- the market group to which the activity belongs
- the date of the activity
- its scheduled start and duration
- its budget
