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Update on Database Research and Marketing Technology Mathijs Vleeming & Mijke Smit 11th ICCRM Seville, Spain 7-9 July 2005. www.iccaworld.com. Programme. Introduction: Technology trends in the meetings industry Database research and marketing technology applications - PowerPoint PPT Presentation
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Update onDatabase Research and Marketing Technology
Mathijs Vleeming & Mijke Smit
11th ICCRMSeville, Spain7-9 July 2005
www.iccaworld.com
11th ICCRM, Seville, 2005
Programme
1 Introduction: Technology trends in the meetings industry
2 Database research and marketing technology applications
3 The Database Development Process4 Case study 1: ICCA Corporate Database5 Case study 2: International Convention
Monitor6 Conclusions: Do’s and Don’ts in Database
Development
• Online registration & booking modules (GDS)• Site selection via the Internet• Improved AV-equipment• Electronic batches (RFID)• Mobile technology• Virtual Meetings• Semantic (“of, or relating to meaning”)
• Other trends?
11th ICCRM, Seville, 2005
1 Technology trends in the meetings industry
Online database modules:
• Online database administration and distribution
• Digital forms (surveys, ordering & paying)
• Email marketing• Data analysis• CRM tools
11th ICCRM, Seville, 2005
2 Database research and marketing technology applications
11th ICCRM, Seville, 2005
3 The Database Development Process
Formulation of objectives
Planning and budget
Testing
Concept building and collection of information
Implementation and Evaluation
1. Who is using a local Access or Excel database as a research database?
2. Who is using an online application?
3. Do you use a standard software package for this or are you using a tailor-made application?
11th ICCRM, Seville, 2005
Questions
1997• Administration: Access Database• Distribution: Make selection on ICCA
website, records send by email.2001• Distribution through CD-ROM2002• Corporate Database Online2004• Administration: Online Administration
Modules
11th ICCRM, Seville, 2005
4 Case Study 1: ICCA Corporate Database
• Questionnaires send out by letter, response by fax
Low response, unreadable and often incomplete data, researchers spend a lot of time on handling mailing and data entry of response
• Follow-up through telemarketing TM Bureaus work with copy of
database
11th ICCRM, Seville, 2005
ICCA Corporate Database ResearchIn 1997…
• Digital questionnaires more user-friendly and less data entry
• Check email-addresses / fax• Advanced international address
system• “Report an Update” Higher response rate
Research more efficient!• Mass Emailings send out to batches
with “one click”• Response has to be approved only• All researchers use the same source Huge time savings11th ICCRM, Seville, 2005
ICCA Corporate Database Research… and now:
11th ICCRM, Seville, 2005
3 Case Study 1: ICCA Corporate Database
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005
11th ICCRM, Seville, 2005