Continuous and Event-Driven Research
MARSC
ENTERPRISE is a simple to use enterprise-level solution for the management
and control of project-based market research sample. It can be both
stand-alone or tailored to
reside seamlessly alongside existing CRM implementations.
The basic challenge behind event-driven
market research is in the ability to automatically obtain a sample, which
is obtained from day-to-day customer activity and purchases in real time.
These samples are best obtained by interrogating the organisation’s
customer relationship management (CRM) databases, applying certain
predetermined ‘filters’ to avoid over-contact and ensure populations
are sampled to pre-specified demographics. Complex selection criteria may
be used for demographics in multiple dimensions, using a ‘weighting
algorithm’ with real time checking for sample availability.
In this way it is possible to bring
together multiple databases in a co-ordinated market research study that
ensures two-way communication with the interviewing system (internal or
external) and maintains a contact history that is continuously kept up to
date. This allows for ‘resting’ periods that can be set at different
lengths according to the different types of research activity and
respondent sensitivity.
There is currently considerable concern
about Data Protection Act legislation and it is essential to exclude any
contacts that have ‘opted out’ of market research or canvassing in any
form. Where respondents change their mind feedback can be immediately
actioned so that they are not contacted again. Increasingly, it is
necessary to combine internal samples with those from external data
sources and develop lifestyle marketing programmes that integrate customer
contact with life event horizons so that products and services are
presented in a timely and appropriate manner so that positive sales
outcomes may be maximised with the minimum of negative customer
disturbance.
MARSC’s
user-friendly wizard enables the user to define the search criteria for
each project or set up repetitive event-driven projects. Its
feature rich functionality enables today’s market research
community to deliver focused campaigns, accurately targeted and in real
time. MARSC can exist seamlessly
alongside any standard database system, or be installed to stand-alone and
act as the interface or conduit for the selection and delivery of
project-based sample. This unique technology allows you to establish
suitable overnight and daily data-feeds from the customer facing systems
to MARSC, from which
sample data is extracted according to user or project based defined rules.
This is then ready to be sent off for interviewing that same day. This
control of project-based sample will enable more effective market research
campaigns to be run.
With
the improved accuracy of the sample, the ability to deliver insights while
the issues are still fresh in the customer's mind will ensure that
products and services are designed in-line with real customer input,
thereby optimising your customer’s satisfaction. No matter if you’re
an agency or corporate user MARSC
ENTERPRISE delivers a
range of business benefits.
