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Update on Database Research and Marketing Technology Mathijs Vleeming & Mijke Smit 11th ICCRM

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

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Update on Database Research and Marketing Technology Mathijs Vleeming & Mijke Smit 11th ICCRM

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  1. Update on Database Research and Marketing Technology Mathijs Vleeming & Mijke Smit 11th ICCRM Seville, Spain 7-9 July 2005 www.iccaworld.com

  2. Programme • Introduction: Technology trends in the meetings industry • Database research and marketing technology applications • The Database Development Process • Case study 1: ICCA Corporate Database • Case study 2: International Convention Monitor • Conclusions: Do’s and Don’ts in Database Development 11th ICCRM, Seville, 2005

  3. 1 Technology trends in the meetings industry • 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

  4. 2 Database research and marketing technology applications • Online database modules: • Online database administration and distribution • Digital forms (surveys, ordering & paying) • Email marketing • Data analysis • CRM tools 11th ICCRM, Seville, 2005

  5. 3 The Database Development Process Formulation of objectives Concept building and collection of information Planning and budget Testing Implementation and Evaluation 11th ICCRM, Seville, 2005

  6. Questions • Who is using a local Access or Excel database as a research database? • Who is using an online application? • Do you use a standard software package for this or are you using a tailor-made application? 11th ICCRM, Seville, 2005

  7. 4 Case Study 1: ICCA Corporate Database • 1997 • Administration: Access Database • Distribution: Make selection on ICCA website, records send by email. • 2001 • Distribution through CD-ROM • 2002 • Corporate Database Online • 2004 • Administration: Online Administration Modules 11th ICCRM, Seville, 2005

  8. ICCA Corporate Database Research In 1997… • 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

  9. ICCA Corporate Database Research … and now: • 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 savings 11th ICCRM, Seville, 2005

  10. 3 Case Study 1: ICCA Corporate Database 11th ICCRM, Seville, 2005

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