Uniformity – The key to successful Segmentation

Uniformity – The key to successful Segmentation

The data you hold in your ACT! Database is incredibly valuable if you use it properly. By far the best way to market to your database is to do so in a properly targeted manner and to achieve that you will need to be able to accurately segment your data.

For example if you wish to market a product or service to a specific sector in a specific geographic location then you will to have accurate information to start with.

In order to do this you need to observe a data input policy for entering information into your database.

Decide in advance how users should enter data into these fields and ensure that you stick to it or else you will end up with data fragmentation. Also use drop down lists to limit the values users may enter into the relevant fields (Fig 1).

Fig 1

NB: Ensure that you disable the option to allow new entries to be added to the list (Figs 2 – 4).

Fig 2

Fig 3

Fig 4

Try it yourself. I hope you find it useful.