Data mining has exploded in the last few years, capturing the attention of marketing professionals. Data mining can be described as the process of analyzing and summarizing your data collected on your target audience in order to develop marketing and business strategies. President Obama used this tactic as one of the leading strategies to win the presidency.
Often, I work with senior communities that have a hard time keeping their database current. In the business of marketing to seniors, this data can be especially useful. Here are just a few ways that data mining can help in strategic marketing in the elder care business.
- Identify target clients. By studying client patterns and other information gathered by data mining, you can properly identify your target audience and cater your marketing efforts to them. Whether your elder care business speaks to either the seniors or to their children, you will have much better results if you are focusing your tactics on the right target group.
- Keep your marketing effort current. Even if you think your tactics are working, it is important to revisit your strategies. The elder care industry is always changing, and unless you are examining your goals and client data often, you may be losing out on new business.
- Sales and service analysis. Data mining can also help you measure the results of your marketing efforts, and can help you make predictions about future sales. With this information in hand, you can determine which marketing strategy is best for your business.
By utilizing data mining, and then studying the information that you gather, you can stand to improve your elder care marketing strategies. To get started with data mining, you can take a close look at your own records. If analyzed, you may find a wealth of information there. For more information on developing and maintaining a database and data mining, call me at (847) 480-0617.
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.