Creating and Maintaining Marketing Lists

The Marketing List and Communication subsystem focuses much of its functionality on marketing list creation as a way of creating market segments so that marketing managers can identify groups of similar characteristics based on a wide variety of factors as well as upload marketing lists gathered from a third-party source.

Each marketing list you create is assigned a user-defined list code. Each list code should serve as a separate market segment made up of people or organizations with one or more characteristics in common that cause them to demand similar products and/or services. The characteristics can range from anything as simple as a demographic factor to the more specific purchase of a conference or any combination of the two.

The emphasis on dynamic marketing list creation helps you to later prioritize the very specific groups based on the effectiveness a marketing activity (or market code) had on them, and analyze the groups characteristics to understand their behavior, eventually helping you to respond with a more focused marketing strategy.

True market segments don't always fit into convenient demographic boundaries, so the Personify application provides you with a variety of ways in which you can create your market lists, from importing a list you acquire from a third-party to generating a list based on a Data Analyzer query.

Overall, the Marketing and Communication List Maintenance subsystem allows you to accomplish the following, all of which are described in this chapter:

·            Define how any uploaded information should map to Personify tables (only required for list creation based on a file import)

·            Create a new Marketing List

o           Create a Customer Import List

o           Create a List from a Data Analyzer Query

o           Create a List from an External File

o           Create a Merged List

o           Create a List based on Customer Interest Areas

o           Viewing List Counts and Analysis

o           Excluding Constituents from a List

·            Purge a list

·            Edit a list

·            Send a Marketing List to Lyris

Additional sections related to the list communication and analysis associated with marketing lists and their list codes can be found in Creating and Maintaining List Communication and Viewing a Marketing List Analysis, respectively.