Question

Topic: Research/Metrics

Where To Put Different Information?

Posted by Anonymous on 2/12/2015 at 3:18 PM ET 500 Points
I am currently conducting an audit of marketing measurement processes for a pharmecutical company. I have noted that they generate enquiries through switchboard, website contact form and customer surveys. Without a CRM system there is no where for all of this data to be inputted.

Is there a simplier way of inputting this data (not counting putting it all into an Excel spreadsheet) which can de shared out to the different departments so it can be used to start marketing comms strategy?

Thanks
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RESPONSES

  • Posted by mgoodman on 2/12/2015 at 3:53 PM Accepted
    Without a good CRM system in place, you are probably going to have to improvise. Suggestion: website contact form and customer surveys can be pre-coded to include information about the source. So whenever you can do that it's good to start. The problem will be getting the person who follows-up on the leads to transfer the information to whatever they now use for tracking the lead -- the old, haphazard manual CRM "system."
  • Posted by Gary Bloomer on 2/12/2015 at 6:04 PM Accepted
    The data you collect really need to rest in one place. If it goes out to varying departments you then have no way to ensure every point of contact is going out to the most up to date address, phone number, or e-mail address.

    You may want to segment your list so that calls, emails, and snail mail are followed up on by specific group heads who in turn report how they've contacted clients via a central database. Basecamp might be helpful for these purposes. https://basecamp.com
  • Posted by BizConsult on 2/12/2015 at 7:20 PM Accepted
    You might consider putting the information into a dashboarding tool (there are many to choose from, with widely-varying degrees of costs, accessibility and capabilities).

    This provides several benefits:

    - It creates a central location for data housing (and, possibly, sharing)

    - It enables you to cross-reference/link between data sets, manipulate the metrics, and graphically depict the information

    - Data and output can be exported to Excel or other programs

    If that's not technically (or economically) feasible, Excel 2013 has significantly enhanced its capabilities for data processing and graphing, etc.

    Best of luck!
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