Question

Topic: Research/Metrics

Database And Promotion Analysis Software?

Posted by sarah.cuevas on 7/13/2010 at 2:00 PM ET 250 Points
I work for a small restaurant chain that started a loyalty program a few years ago. We currently have around 10,000 active members with about 60% providing email addresses. The foundation of our program is a rewards card that gives rewards dollars based on dollars spent. In addition, we currently focus on communicating to members via direct mail offers & coupons 4 -6 times per year. We rely on an outside marketing agency to manage our member database as well as direct mail mailings. We track basic redemption and purchase information with excel in-house. We are looking to move database management in-house and to increase our analysis & reporting capabilities regarding our direct mail redemptions. We'd prefer to have a "centralized" solution that can track who entered what information, be accessable via internet, keep a central record of each promotion, have the ability to query different reports from that information, as well and keep price under $800 a month. I have seen plenty of solutions for emarketing analysis and tracking sales leads but am having trouble finding solutions specific to tracking physical coupon redemption and related receipt info: member number, store location, date, time, total spent, amount discounted.

I would appreciate any suggestions on how to pull this in-house and what software or solutions others would recommend.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by koen.h.pauwels on 7/13/2010 at 3:21 PM Accepted
    Hi Sarah,

    Having consulted in this business, I first want to congratulate you on your diligence: many great restaurants fail after a promosing first year because they do not understand how to get customers back and do not track their success in this regard !

    As for moving data base management in-house, what are the capabilities on your team? This will be key in my recommendation: marketing operations companies like Unica do a great job in helping you get better analytics, but you could also develop your own solution with experts training your people, who take it from there.

    Cheers

    Koen
  • Posted by sarah.cuevas on 7/19/2010 at 11:15 AM Author
    Thank you for your response. I have glanced at the Unica website and it looks very promising as a possible solution.

    Our team consist of myself and three office staff who work in the central office. I work off-site in another city. This is one reason why internet accessability and tracking are important. The office staff have other duties but also have some time in their week to devote to data entry. Because of our structure, one of these staff would probably need to be trained extensively in the entire software system to help assist me in the office.

    Thanks

    Sarah
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Research/Metrics)