Data driven marketing - then and now

Marketing has always been data driven, at least some marketing.  In the old days there was something called mail order.  We now call it e-commerce and its not so different. I started my career in the family mail order business and there was a fair bit of data around even then.  My Dad could often be found making complex calculations on the back of an envelope. Things called cheques used to arrive in the post so envelopes were not in short supply. He would figure out what people had bought and what we should sell.  Then we got something called a computer. At least we called it a computer ...

Now I could regale you with stories about how the computer looked like a space ship (not a joke, it really did) but that’s not the point.  The point is that data driven marketing isn’t new.  What’s new is the amount and quality of data that’s available, and the tools we have to analyze it.  All of which is a lot more than an email away from those happy day of envelopes and biros. 

Data sources

Even the smallest businesses hold data in a multitude of systems: accounts, CRM (customer relationship management) system, stock control, estimating, custom databases, spreadsheets, the list goes on.  Many businesses now have data in the cloud (a concept that well confuses my Dad), as well as in-house PCs or servers.  Then there’s data held in third party systems such as Google Analytics, Facebook, Twitter and more.  Our most precious marketing data is held all over the place – quite literally.

Data quality

If you suffer from poor quality data in some of your systems, you are no doubt expecting me to talk about improving the quality of data before its analyzed.  That’s certainly important and relevant.  But on a more positive note, the amount of high quality data that’s available to us is quite staggering.  We can see who has visited which web pages, we know what people are saying on Twitter, we can target advertising on Facebook to a degree that was a much more expensive in the biro days.  Although less business is conducted face to face now, we have the opportunity to know more about our customers and how they buy.  If we care to look, that is.

Marketing Analytics

So what to do with our data, data, everywhere?  Sense-making would be close to impossible if it wasn’t for two great marketing saviors – SQL Server and Excel.  We can join up disparate data sources in data warehouses (they sound huge, but you can have little warehouses too), we can analyse data from multiple perspectives (data in cubes), and we can manipulate it in Excel.  This is where the PC really starts to show it can face up to any envelope!

Marketers no longer have to rely on static reports, they can work with the data.  There’s all the difference in the world between passively reading data, and being able to manipulate and play with data.  You can create a graph, perform calculations, create pivot tables, look at a sub-set, and add in extra information.

Bringing it together

Bringing it all together isn’t nearly as daunting as it sounds, and surprisingly you already have the software on your PC.  Creating marketing dashboards using Excel is now both feasible and powerful, providing you have the data to feed your dashboard. 

It seems a world away from a small mail order business, but the principles are just the same.  Only the shape and power of the computers has changed.  Plus some neat technologies that are well suited to solving marketing problems. Oh, and there are fewer biros around.

Talk to us!

Have you got something to say about data driven marketing?  Or biros?  Do you want to talk about how Microsoft technologies could help you on your marketing data journey?  We are specialists in databases for marketing, data warehouses and joining the marketing dots.  Leave a comment or get in touch.

I'll Build a Spreadsheet for That!

Whenever a job needs doing, or you want to measure or monitor something, the trusty spreadsheet appears.  Someone says brightly “I’ll build a spreadsheet for that!”  Without too much thought heads are nodded, people disappear with the warm glow of a job well done.

Sometimes the spreadsheet is built, but not always.  If the spreadsheet is built, sometimes it does the job, but often it doesn’t.  Perhaps more importantly, though, it may not meet everyone’s needs.  Then, instead of going back to the drawing board, multiple spreadsheets start appearing.  Excel is quick, easy, and doesn’t require any expert knowledge, so everyone mucks in to solve their own particular problem.  And therein lies its undoing.

Having said all of the above, Excel is a great tool, which we all use a lot for all sorts of useful things.  I’m sure I couldn’t live without it.  But it’s not suitable for everything.  Sometimes it takes a database like Microsoft SQL Server to make sure the job is done properly.  Here’s why:

1. No one can build a database without discussing and consulting other people about what’s needed.  Even the simplest databases take thought, planning and a design.  Where to host it, who needs to use it, or even whether the database is worth building.  That communication is vital and enlightening.
2. Databases are designed to protect data.  You could say it’s their raison d’etre.  Microsoft SQL Server is designed from the ground up to make sure data is never lost, that it is correct, and that if several people try and update it at the same time, the conflict is resolved elegantly.  Much as I love Excel, I can’t say the same about a spreadsheet.
3. Microsoft SQL Server is designed to let many people use and update information.   People who are expert in the subject area, and those who are less expert.  You can check that the data entered is within an allowed range, that data is only entered once when used within another record, and that duplicate records are not entered.  None of these things seem important at the beginning, but they are all very important once a system has been used for even the shortest time.

There are many more reasons why database systems tend to do the job they were built for, and provide business value over a long period of time.  As each new version of Microsoft SQL Server is released, more functionality is added to protect and enhance business data.  You don’t need to hold huge quantities of data, or massively complex information, for a database to be the best solution.  But if you want everyone to input data in the same way, to be able to work from up to date information, and trust that the data is correct, Microsoft SQL Server could well prove to be part of the solution. 

Now you can use SQL Database on Azure, giving everyone the ease and convenience of the cloud. 
So next time someone says “I’ll build a spreadsheet for that!” pause a moment and reflect on whether it will provide the share-ability, and durability that your information needs.  And if you think a Microsoft SQL Server database might be better for your needs, but would like some help in setting it up, we’d be happy to help.

Five reasons you don’t need Business Intelligence

Answer ‘yes’ to most of the following, and you make decisions with confidence based firmly on good data analysis. Answer ‘no’ to three or more, and your decision making agility could probably benefit from a little BI attention.

1. I trust my data and can make decisions with confidence

If you and your team know your internal data is clean and consistent, it is unlikely you need business intelligence. Everyone knows how difficult it is to work with data that throws up more questions than answers. When data isn’t consistent, and varies between departments even though it’s supposed to be the same, time gets wasted. Business intelligence makes sure the data that people use can be trusted, because it is only useful if everyone agrees it has value. So getting data in shape is part of any business intelligence project - as teams who have gone through the process will tell you.

2. My information is always up to date

If your team can rely on up-to-date information, then you probably don’t need business intelligence. Your data is current, available, and enables people to make good and timely decisions. But up-to-date and reliable information doesn’t happen by accident. Nor does it happen without a focused project to improve the quality and availability of data. So if you enjoy good quality and timely information, there’s probably been a business intelligence initiative somewhere in your company.
 

3. I don’t have to ask IT when I need a new report

If you and your teams can create the reports you need, without having to involve your IT department, you probably don’t need business intelligence. You already enjoy accessible information in a format that is easy to use. So you can focus on solving business problems, instead of spending time getting hold of data.

If you don’t have Business Intelligence in your business, you will know the frustration of asking for new reports when you need answers to important questions. Or perhaps you’d like to have relevant data to check out a hunch you have about a business problem. If you have to go through a lengthy procedure to get the data, you probably won’t bother. If you have the information available, you will likely check it out and see if it’s worth following up.

4. I work easily with data from different systems

If your team can access the information regardless of which system it came from, then you probably don’t need business intelligence. You already know the benefits of “joined-up” data analysis, and the competitive edge it gives you. You can already see a complete picture of your interaction with customers, or your products, or other aspects of your business that are important.

If you have to look at your data system by system, you will be vaguely aware that there is a better way. You might wonder how much more competitive you would be if the join between your various systems was seamless. And you might wonder if business intelligence could help. It probably could.

5. I have a lot of flexibility in how I analyse my data

If you find it quick and easy to manipulate your data, then you probably don’t need business intelligence. If you find it easy to sort, filter and change the variables in your reports, you probably know why people are so keen to get business intelligence into their businesses. You know that the flexibility to drill down and get more information, when and how you need it, makes all the difference to the way you work.

Business intelligence is a great way to sharpen up decision making, and improve the visibility of important data. But it’s not for everyone; some lucky people already benefit from Business Intelligence. If you are not one of them, and would like to find out more, then get in touch. We might be able to help.

Microsoft Surface 2 takes off with Delta Air Lines

Delta Air Lines have announced that their 11,000 pilots are being provided with Microsoft Surface 2 tablets. The tablets are replacing the small forest-worth of paper manuals traditionally carried in bulky black pilot bags. 

A typical pilot bag weighs between 38 and 40lbs, and contains about 12,000 sheets in manuals, charts, weather information, and other documentation. Delta estimates that flying all this weight costs about $13m annually in extra fuel.  Not only is all this paper heavy, but it has to be frequently updated and reprinted, which is also expensive.

The deal is important for Microsoft. Delta Air Lines is the world’s largest airline in terms of passenger numbers, and had initially trialed the electronic pilot bags using iPads. Yet Delta decided to go with the stylish Surface 2 tablets. This is good news for Microsoft, but what’s behind the decision? Why has Delta chosen Microsoft’s Surface 2 tablet over the Apple iPad? 

This is some of what was reported from the trials:

1. The Surface’s High Definition ClearType display offers good contrast and low reflectivity, which is crucial in varying light conditions. Being able to see information on a screen clearly and consistently is  particularly important when flying an aircraft.
2. A reliable long 10-hour battery life is necessary for pilots to be productive before and after flights, as well as in the air. 
3. Pilots like being able to have two apps side by side on the screen. They can now more easily determine the best route, as they can see both a navigation chart and weather information at the same time.
4. Surface 2 tablets have an impressive 17.0 x 27.5 cm screen size. Which is important is you’ve got a lot of information to get on the screen.
5. The tablets are sleek, lightweight and less than 9mm thin – which is a lot more than can be said for the old pilot bags.

When I was at the Microsoft Partner Symposium in London last week, I met one of Delta’s pilots, Captain J Glen Hodge, and asked him how he liked the Surface 2 tablet.  “It’s very easy to find what you want, and a lot faster than finding paper-based information. The split screen is particularly useful. It’s going to make pilots’ lives a lot easier.” 

A Delta representative told me that all their devices will be set up in the same way, to make it easy for one person to borrow another’s tablet. That’s important when safety and reliability is the key concern. In the airline business, as much as any other, teamwork is crucial.

The Surface 2 tablet is just one device in a range that runs the Windows 8 operating system. Delta are also equipping their cabin staff with Nokia phones, running Windows Phone 8, with an application to process passenger shopping. All these Windows devices: phones, tablets, notebooks, and desktop devices give a consistent user experience, and can run applications designed for specific business needs. 

The opportunities for businesses using these new devices are becoming apparent. People can be more productive, wherever they happen to be – whether that’s in the airport lounge, or in the cockpit. Anatec Software helps business teams make the best use of their mobile devices, and their business data.  Get in touch if you want to explore how your team could fly higher.

Windows Updates Slow on XP

We are designing a new responsive web site and, of course, testing it on different platforms.  It’s

important to make sure as many people as possible get a good experience, even if they are on an old platform.  So testing on XP is necessary: there are plenty of computers that still run it, even though support ends in April 2014. 

Windows Updates Taking 8 hours or More

We want as many users as possible to have a good experience with our new responsive web site – but at minimum we want them to see something sensible.  Testing on XP wouldn’t be a problem, were it not for a glitch in running Windows updates.  These automatic updates are necessary, as security is weakest in the oldest operating systems.  But updates were taking a day or more to run – which is pretty unmanageable.  We tested it on two different machines – one running IE7 and the other running IE8.  The machine running IE8 took around 8 hours to install updates; a long time, but at least they were installed.  The machine running IE7 was still running after 12 hours.  Task Manager showed the CPU usage at 100%, which dropped to zero when we ran net stop "automatic updates” at the command prompt.  Something was clearly wrong.

Two unsuccessful attempts to fix the problem

Various resolutions have been suggested by Microsoft including clearing the SoftwareDistribution folder and having a general clean up by running Disk Clean, checking the event log, uninstalling unnecessary programs and disconnecting unused network connections.  Sensible things to do, but in this instance they didn't make a difference on their own. 

The successful fix

What did make a difference was installing KB2888505.  This is a security patch which you can get from the Microsoft Download Center.  We’d had problems with this particular patch on another machine, so would strongly recommend you back up your machine before running it.  You also need to get the right download for your operating system and browser.  But after installing it, restarting the computer and running “wuauclt/detectnow”, the Windows updates were located and installed.  It seems that installing this patch enables the update program to see that a recent update has been installed, and stops it searching for older updates.  But of course we can’t see inside the program, nor do we know exactly what the problem is, so that’s only a slightly-informed guess.

Microsoft are promising a fix “as soon as possible”, so this many not be a problem for much longer.  But in case anyone else is tearing their hair out over this one, we are reporting our experience.  Please do a backup first, though.

Responsive web site

In the meantime, watch this space for our new responsive web site, coming soon.  Now we’ve got XP to behave itself!

References

• Windows > Maintenance tasks that improve performance
• Microsoft Download Center > Cumulative Security Update for Internet Explorer 7 for Windows XP (KB2888505)
• Microsoft Security TechCenter > Microsoft Security Bulletin MS13-088 - Critical Cumulative Security Update for Internet Explorer (2888505)