No doubt you will have been receiving all sorts of Recession busting emails or “How to stay afloat during the credit crunch” and I don’t know about you but I get pretty fed up of them. So I won’t even go there because everything we talk about you should be doing in good times and bad, in fact you should just be doing them!

We have now become more involved in helping companies, through acquisition by Green 4, capture their data, and more importantly market effectively to that captured data and have seen some stunning results. Also for many football and rugby clubs by integrating with their ticketing and merchandising  they see a full picture of their customers and what they are doing. This is making their marketing highly targeted and highly effective. You know that someone who has bough a shirt one season is a good prospect to by more merchandise from you so a campaign can be sent aimed specifically at them.

I have mentioned before how important it is to make sure you use the data you have. Too often do I see people faithfully using systems to capture data but they just don’t work it! They don’t get the maximum return you should be getting.

It does not just have to be about leveraging your data for marketing. Being warned in time about stock levels, knowing how the room occupancy or training rooms and hotels rooms and given times and knowing whether certain suppliers are more likely to deliver late or not are all ways which companies we know try to make themselves as efficient as possible.

So gather the data and then work the data.