Profiledub.com

Data profiling: it sounds almost ominous like biomechanics and structural integration, doesn’t it? The word profiling can conjure up the idea of peeping Toms, snooping around and prying eyes. In actuality all companies have the ability to profile their databases without overstepping their bounds and offending sensibilities. Data profiling instead refers to analytical techniques used to examine existing data for completeness, accuracy and information.

How then can data profiling be used to improve profits and increase marketing ROI?

Last year Jess Kleinfeld was hired to manage and market the Witherspoon & West Floral Shoppe. While this family ran company has been around for over fifty years the company did not appear to be increasing its profits. In Jess’s estimation that did not seem right. Business should be booming. Witherspoon and West should have a large trade within the community and the knowledge of whom to market to without much effort. Sadly, that was not the case.

With the clientele records available, Jess had a hodgepodge of somewhat useful information lying around the office. Unfortunately none of it was put together with any kind of orderliness. After spending months organizing the plethora of databases she located among the handwritten ledgers, receipt copies and computer programs, Jess now had the ability to perform data profiling.

It took her a while to convince both Miss Witherspoon and Mr. West that the abilities of a good data profiling program would be worth the cost. Not only would it increase sales, it would cut down on material waste. Jess promised them that if she couldn’t prove her claims, she would pay for the program herself. They warily agreed.

The first plan of action was to get the database lists consistent. All information was standardized. The program “read” the data and broke it down by variables. Jess decided what statistics were essential and which could be ignored. Not only was she able to end up with a database that produced names, addresses and phone numbers, she also had information on birthdates, purchasing preferences, dates purchased and monies spent.

Profiling the data also removed duplicate information, indicated and replaced missing variables (such as 4 digits in a zip code instead of 5) and gave Jess the ability to start marketing the business profitably.

Looking at a trash bin full of Gerbera Daisies, Jess did a profile on them and found that they sell more of the happy faced flora in the month of May than any other time of year. Since it was almost July, Witherspoon & West had purchased the wrong type and amount of stock. Placing supply orders a month in advance, Jess had the program calculate which flower was purchased most prevalently in the month of August. Gladiolas were written onto the order form with red consisting of 50% of the supply, white 20% and blue, pink and purple filling up the rest. The program was going to be a godsend!

Data profiling was utilized again when the fall marketing campaign was developed. Not only did the program tell them what materials would be needed and how much to purchase, it also illustrated what geographic area was most likely to make a purchase and how much they would be willing to spend. The direct marketing they employed for that campaign was a success. Business increased and costs decreased.

Within a year Jess implemented marketing campaigns to take advantage of buying habits, special events and product sales to boost repeat business. All were a raging success. Thanks to increased profits, Witherspoon & West were able to expand and opened a second shop in a neighboring town.

Jess never did have to pay for the program. It paid for itself a hundred times over.

Grace O’Malley is the voice of Precision Analytics Group with 20+ years of helping companies market their visions. See how she and the rest of the team can help you and your company. Grace has a passion for marketing and communication and it shows. She infuses her blog with stories, showcasing marketing ideas and how they influence the public. Visit us at [http://www.precisionanalyticsgroup.com] or follow our blog at [http://www.precisionanalyticsgroup.com/wordpress].