HAVILL Company
Havill’s MIS group offers an array of database development, mining, and modeling services to help with these problems. Filling the most elementary need, the MIS group can help you build a central sales and marketing database using D&B, third party, and proprietary prospect data sources. Next, potential sales opportunity can be attached to each prospect record using a data enhancement model designed for your product. Good Customer models are used to identify the prospects that look most like your best customers. Marketing Channel models help you identify prospects that look most like customers acquired through a specific marketing channel. Direct Mail and Telemarketing Response Models developed by the MIS group are designed to improve direct marketing campaign response rates.
Havill’s MIS group can append useful business demographics to your existing customer database, then use that information to build a profile of those customers. This profile, or template, can then be applied to a prospect database to identify prospects that fit the same demographic profile as your existing customers. This approach is especially useful when the existing customer data set has fewer than 10,000 records. A more sophisticated approach can be taken with larger customer data sets. Using historical sales information in your customer database, a model can be developed to forecast sales opportunity associated with each prospect. Or, in a similar sense, each prospect can be scored to identify how well it resembles your best customers.
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