Database Marketing

Funny how databases are now sexy — "bring on the nerds" is the new rally cry. And data analysts are as rare as clearly written briefs.

Your database is the heart of your marketing activity and to quote Drayton Bird "The perfect marriage" is that of a good database and creative talent.

In 1988, while Managing Director of Ogilvy & Mather Direct, Malcolm Auld opened Australia's first database company within an advertising agency. It was called Dataconsult and it pioneered database management for brands such as Toyota, Lexus, Nutrasweet and others.

Since then Malcolm has opened database divisions in his own and for multinational agencies and consulted to some of Australia's largest database management companies including Salmat.

MAD has created and managed databases for clients including TourismNSW, Subaru, Pfizer, Triple J, Danoz Direct, The Marketing Campus and BuzzMail. MAD now provides a database management service including:

• Data analysis
• Data cleansing
• Database design
• Data enhancement
• Database management and storage
• Data preparation and segmentation
• Data strategy

Databases are even being used to create word of mouth referrals, by isolating individuals and encouraging them to become brand ambassadors. These individuals are given preferential treatment, such as first users of new models or new products and are then used to "independently" promote the brand.

So if you're looking for database management advice or knowledge of how to use your data to build your business, call or e‑mail Malcolm Auld or Paul Anderson on +61 2 9976 0900 or inquiry@madmail.com.au.