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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 1 Introduction: Technology trends in the meetings industry 2 Database research and marketing technology applications 3 The Database Development Process 4 Case study 1: ICCA Corporate Database 5 Case study 2: International Convention Monitor 6 Conclusions: Do’s and Don’ts in Database Development 11th ICCRM, Seville, 2005 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 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 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 Questions 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 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 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 ICCA Corporate Database Research … and now: • Digital questionnaires more userfriendly 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 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 11th ICCRM, Seville, 2005