In the previous chapter, we specified the precise
CLASSIFICATION of Smith & Jones Products Ltd by assigning to
them a specific value for each of the Keys (more in the case
of the Produce/services Key). Thus, Smith & Jones Products
Ltd's position within your overall marketplace became
precisely defined within MARKETEER'S database. In a later
chapter, when you come to set up your database `for real', you
will go through this process of assigning key values for each
of your real (ie non-fictitious) prospects - the ones you are
actually selling to. MARKETEER'S database will then be a
systematic model of your actual market.
This process is essentially that of CLASSIFYING or setting up
a profile to fit a prospect. You start with an actual person
or company and define a profile to fit them. In this chapter,
however, we invert the process. We start by defining a profile
and then see who fits it.
Suppose we liken our search for the right prospects to the
prince's search for Cinderella. In the first process, we start
with Cinderella and then make a slipper to fit her. In the
second process, we make the slipper first and then search for
Cinderella by finding out whose foot the slipper fits. Unlike
the prince, however, we hope to find as many Cinderellas as we
can. But please don't take the analogy too far!
The first process categorises each identifiable prospect as he
is discovered and recorded. The second process defines the
broad classification or profile of the ideal but as yet
unidentified prospect for a specific sales/marketing exercise.
The former is usually a very tight definition fitting only one
(or perhaps by co-incidence two or three) of the prospects you
have on-file. The latter, however, is usually rather broader,
embracing several if not many of the prospects you have on
Within the context of MARKETEER, a sales/marketing exercise is
defined as any `packaged' stab at the market such as a
mailshot, a telephone campaign, a sales seminar, an exhibition
or any combination of these. As a working example of a
sales/marketing exercise for this chapter, we shall suppose
that you want to organise a pilot seminar at a hotel in
Cambridge to introduce a new product to its most likely buyers
within easy reach of the chosen venue.
THE TARGETING FUNCTION
The function of MARKETEER'S Targeting Facility is to search
out from all the prospects currently held on the entire
database all those prospects who qualify as subjects for the
particular sales/marketing exercise you currently have in
mind. It then puts all the prospects who qualify together on a
SHORTLIST which it stores on the disk. It does not print the
shortlist at this stage.
In the case of our working example, the shortlist would
comprise those prospects whom we should invite to our seminar
in Cambridge. The SHORTLIST is later used to generate a
mailshot list, a telesales calling list and a telexshot
These are discussed in detail in the next chapter. The
shortlist extraction process itself is illustrated below:
We have no idea what values you gave to MARKETEER'S keys
during your reading of Chapter 5. However, for the working
example which we shall use in this chapter and the next, we
need to be able to refer to selected key values by name. We
will therefore refer back to our original key values for this
exercise. You will have to transpose them mentally to the
corresponding values you set up for your market in Chapter 5.
From MARKETEER'S main menu, please select Option 2 - `Target
Profiles'. On the right of the screen appears a Target Profile
box. This has exactly the same layout as the CLASSIFICATION &
STATUS box discussed before.
On the left appears a Target Status box which gives the number
of prospects which currently make up your entire market and
the number and percentage of those prospects which fit the
Target Profile specified on the right. The time & date of the
last time this Target Profile was used to extract a short list
is also given, and an indication as to whether or not a
printout of it exists yet.
The Target Profile box lists all 8 keys which you can use to
narrow down the type of prospect you want to involve in your
current sales/marketing exercise.
If you wish to limit the output shortlist to include only
those prospects who have one of only a limited number of the
possible values of a certain key, you simply specify the
values which you wish to allow through. For example, if you
wish to restrict your shortlist to prospects with the 1st, 6th
and 8th values of the `STATUS' key, then you select the Status
Key by entering a `4'. A box showing the values of the Status
Key then appears in the right of the screen in place of the
Target Status box. You then move the cursor to each required
value in turn and select the value by pressing the `Ins' key.
You then press the `End' key to store your selections.
If, on the other hand, you do not want a particular key to
influence who does or does not appear on the shortlist, you
simply ignore that key in the Target Profile. In other words,
you do not specify any values for it. Specifying no values for
a particular key has essentially the same effect as specifying
all its values. However, in the latter case only, any prospect
who has not yet had a value assigned for that key (ie the key
is shown in his record as `Unspecified') will not be included
in the shortlist.
Please enter the NAME command (or press F5). The cursor moves
to the name field at the top of the Target Profile box.
Please type in the name for the Target Profile. Suppose we
call it `Seminar' to indicate that it is to be used for
generating a shortlist of prospects to be invited to our
seminar in Cambridge. Then press the `End' key to store the
new name. You can `Esc' from the name field if you decide not
to alter it. The cursor then returns to the command entry
The first key in the list is the SIC Key. Please select the
SIC Key by typing `1'. The display now changes. You see 18 4-
digit fields arranged into 2 columns. Here you may fill in as
many (upto 18) or as few of these 4-digit fields with SIC
numbers as you wish.
Furthermore, this 4-digit field can act as a `zoom lens' which
you can open out to cover an entire SIC division, or stop
right down to a single SIC activity. Thus, if you enter only a
`3' in one of these fields, you will automatically include all
prospects who operate within the `Metal Goods, Engineering and
Vehicles Industries'. If you type-in `32' then you narrow down
the field of view to include only the `Mechanical Engineering'
class within that division.
If you type-in a further `2', you narrow down the `lens' still
further to include only the `Metal Working Machine Tools and
Engineers Tools' group. Adding a further `1' stops your lens
down to its narrowest field of view so that only prospects who
are engaged in the actual `activity' of manufacturing `Metal
Working Machine Tools' are included.
Once you have typed-in all the SIC divisions, classes, groups
and activities you wish to be included as part of your target
profile, you press the `End' key to store your SIC selections.
For the purpose of our working example of a Target Profile, we
shall include the whole of the `Metal Goods, Engineering and
Vehicle' industries. So please type in a `3' and then press
the `End' key. You will now see that the word `restrictions'
appears in red (in place of the word `unrestricted' in grey)
adjacent to the SIC key in the Target Profile box.
Sales Area Key
Please type-in a `2'. A box containing your sales area names
now appears on the left. You can now select which sales areas
you wish to include in your Target Profile. This means that,
provided they are not excluded by any other key restriction,
all prospects located in any of the sales areas you select
will be included in a Target Shortlist generated from this
Target Profile. For our working example, we must limit
invitations to our seminar to prospects within reasonable
travelling distance of the Cambridge venue. We shall therefore
restrict invitations to our `Anglia' sales area. So please
press the `Ins' key to select `Anglia' and then the `End' key
to store the selection.
The next means of narrowing down your target profile is the
Relationship Key. So please type-in a `3'. The box on the left
now contains the values of the Relationship Key. You may now
restrict your Target Profile further by allowing only those
prospects to be included who have one of the relationships you
If you specify only one value of the Relation Key for a target
profile, naturally, the profile is very narrow. Usually, you
will want your target profile to be somewhat broader than a
single value. For our working example of a target profile,
please select three values such as `Customers', `Dealers' and
`Trade Press' or whatever values you wish out of the ones you
set up during your study of Chapter 5. Then press the `End'
key to store your selections.
So far then, based on our original values for this key, your
Target Group has been narrowed down to include only
`Customers', `Dealers' and `Trade Press' within the Metal
Goods, Engineering & Vehicle Industries who reside within the
Anglia sales area.
The next means of narrowing down your target group is the
Status Key (although you may have called it something
different such as the `Progress Key'). Selecting values for
this key is exactly the same as for the Relationship Key. Let
us suppose that we only want to include prospects who have
`Responded' to a recent mailshot or telesales call. So please
use the `Ins' key to select the value `Responding' (or
whatever term you have used to denote a prospect who has just
started to warm to your sales efforts). Then press the `End'
key to store the selection.
Unlike in the case of assigning values to individual prospects
as discussed in the last chapter, the Product/services Key
here behaves in exactly the same way as the other keys. In
fact, with this key, you will probably include less of the
upto 18 possible values when defining a target profile than
will actually be assigned to most of your prospects
individually. For our working example, let us suppose that we
wish to use this seminar to introduce a new product line. So
please select key number 5 and then, from the product lines or
services which you set up during your study of Chapter 5,
select the one of your choice.
Please select the Selector Code key by typing in a `6'. The
box which appears on the left is empty this time. It contains
no pre-set key values. In the previous chapter, we discussed
briefly how you could divide up the 16-character selector code
into separate fields of one or more characters where each
field represented a factor which you could use as a means of
selecting prospects. For example, in the previous chapter, we
showed an example which used the third character of the
Selector Code to denote the prospect's turnover.
Suppose you wish to limit your seminar invitations to those
prospects with a turnover between 100,000 to 1,000,000.
According to the coding shown in the example in Chapter 12,
this means prospects whose 3rd code character is either a `2'
or a `3'. For this, you need to enter two coding rows as
The asterisk is the `wildcard' character. It tells the
selection process to ignore the values of any characters in
all positions where it occurs. You then press the `End' key to
store the code selections.
There are two event keys - a Last Event key and a Next Event
key. However since they both have exactly the same set of
values, we set up what appeared to be only one event key when
defining your market in Chapter 5. The Last Event key and Next
Event key are keys 7 & 8 of the Target Profile. Unlike the
other keys, they not only have a value (namely Event Type),
but also a time element.
Please select key number `7' - the Last Event key. The values
for the Last Event Key now appear in the box on the left. Let
us restrict invitations to our seminar to those prospects who
have recently responded to our mailshot or telesales calls, so
please select the 4th and 5th values using the `Ins' key and
then press the `End' key to store your selection. (Note that
Mailshot and Telesales events must be values 4 and 5 of the
Event Keys since the Mail and Telephone subsystems assume this
when automatically updating prospects' event keys after
printing a letter or dialling a telephone call.)
In place of the box containing the Event Key values there now
appears a box containing two fields for entering elapsed times
(in days), together with instructions for entering them.
Suppose that the last time you were in touch with Smith &
Jones Products Ltd was when you phoned Mr Basil Davis on
Friday the 5th August to ask him for a decision on his
prospective purchase of the new equipment he was thinking of
buying from you. It is now Monday the 19th September.
As shown by the illustration, the ELAPSED TIME since their
latest event is now 45 days.
Although the concept of elapsed time is fairly simple,
MARKETEER uses it in a very sophisticated way to give you the
option of specifying a `time window' such that any prospect
whose last event falls within the `time window' is included on
the target shortlist while all others are excluded. A time
window is defined by its boundaries or cut-off points T1 and
T1 must always be greater than T2. In other words, T1 must be
a point in time before T2. T1 and T2 are each specified as a
number of days (past or future) from `today'. A number of
days in the past is specified as a positive number: a number
of days in to the future is expressed as a negative number.
For example, 30 days ago is entered as +30: 7 days hence is
entered as -7.
If you set T1=90 and T2=30 then you have defined a time window
between 90 days ago and 30 days ago. It will `capture' all
prospects whose last event occurred somewhere between 3 months
ago and one month ago. If you set T1=30 and T2=-30, you have
defined a time window stretching from 1 month ago to 1 month
hence. If you set T1=-30 and T2=-60, you have defined a time
window stretching from 1 month hence to 2 months hence. If you
set T1=30 and T2=0, you have defined a time window covering
the last month upto and including today. If you set T1=0 and
T2=-7, you have defined a time window covering the coming
week. If you set T1=0 and do not specify T2, you have defined
a time window covering the whole future. If you set T2=0 and
do not specify T1, you have defined a time window covering the
If you set T2=30 and do not specify T1, you have defined a
time window stretching from 30 days ago to a point infinitely
into the past. If you set T1=-30 and do not specify T2, you
have defined a time window stretching into the infinite future
starting from a point in time 30 days from now.
The applications of these time windows to the various
situations which crop up in selling and marketing are
boundless. The ways in which you may take best advantage of
them will become obvious with thought, time and use. But for
the sake of illustration, let us suppose that you wish to
invite to the seminar all those prospects whom you have
contacted during the past three months. So set T1=90 and T2=0
then press the `End' key.
The command words return to the screen, and the event type and
event time are now shown in the Target Profile box as imposing
`restrictions' on the target. Prospects who have received a
mailshot or a telesales call within the past three months will
be thus included in a target list generated from this target
profile - provided of course that they are not excluded
because they do not meet the conditions of another key
restriction in the same target profile.
Suppose that after the seminar, you arrange to visit each
attendee. You will have to visit each one on a separate date
in the future. You amend the `DATE OF NEXT EVENT' of each
prospect to that of their respective visiting dates as
described in the previous chapter. Then, each week, you can
set up the same target profile but instead of the Last Event
restriction, you put in a Next Event restriction (Key 8) with
the time window set at T1=0 and T2=-7 to shortlist all those
you have arranged to visit that week.
In conjunction with the Record Listing facility described in
the next chapter, MARKETEER can thus produce for you a weekly
visiting list. The database thereby acts as a dynamic (or
moving) diary forever providing you with THIS WEEK'S visiting
THE FINISHED TARGET PROFILE
All the key restrictions we have imposed on this Target
Profile work together as follows. For a prospect to be
included on our shortlist (ie for him to be within our Target
Profile), he must be in the Metal Goods, Engineering or
Vehicle Industries (SIC Division 3) AND be a prospective
`customer', `dealer' or `member of the trade press' AND have
responded to one of our mailshots or telesales shots which
occurred within the last 3 months AND be in the market for the
new product line you selected AND be located in the `ANGLIA'
sales area AND have a turnover between 100,000 and 1
As you will probably realise, this is a very tight profile,
and you would normally be lucky to find any prospects who
would not be thrown out on one count or another! However, you
would normally make use of only one or two of the possible
restrictions in any given target profile.
What you have so far specified simply determines who will and
who will not be placed on your output shortlist. What you have
not yet specified is the order in which those placed on the
list are to appear within it. Please enter the ORDR command or
press F9. The Output Sequence Options which appear in the box
on the left of the screen offer you six choices as to the
order in which the selected prospects are to be presented.
When you want a simple straight forward reference list of the
prospects who fit your specified target profile you select
`Alphabetic Order'. Similarly, when you want your prospects
listed in the order in which their files are stored in the
filing cabinet, you select the second option, `Reference No.
Order'. This is particularly useful when researching more
deeply into prospects' histories from the filing cabinet prior
to meeting them at the seminar for instance.
Suppose you organise your seminar staff so that there is one
sales rep for each postcode area. In other words, one sales
rep is given the task of looking after all attendees from the
Chelmsford area (CM), another is assigned to those from the
Cambridge area (CB), another takes care of those from the
Colchester area (CO), and so on for all the postcode areas
which make up the ANGLIA sales area.
So that he can know to whom he should attend, each rep needs a
list of just those prospects from his postcode area. And so
that he can quickly find the name of each new arrival, he
needs this list presented in alphabetic order. For this
situation, you select the third option. This causes the
shortlisted prospects to be presented in alphabetic order
WITHIN postcode area, thus effectively creating a separate
alphabetic list of attendees for each postcode area.
Options 4 & 5 are provided for sales operations with a very
high prospect density where smaller geographic units are
required. For example, if instead of covering a whole sales
area, you intend to invite to your seminar only those
prospects located within a single postcode area, then each rep
may look after attendees from only one district or even one
sector within that area. You therefore need the invited
prospects to be listed in alphabetic order within district or
The two-letter code for a post area is usually an abbreviation
of the name of the town within that area at which the main
area sorting office is located. Adjacent postcode areas
therefore are not likely to have alphabetically adjacent code
letters. That is why MARKETEER employs user-defined sales
areas as a means of concatenating (linking together) postcode
areas into larger contiguous units.
However, within a postcode area, the districts are numbered in
geographic order - ie to follow major road routes. The same is
true for the numbering of sectors within a district. Thus, if
instead of listing prospects so that their names are in
alphabetic order, you list them so that their postcodes are in
alphabetic (or more correctly, alphanumeric) order, they are
by consequence listed in the best order for visiting - ie in
optimum route order.
Suppose, therefore, that after the seminar, you give your reps
the task of following up all the interested attendees with a
personal visit. You would use Option 6 to produce a list of
attendees in alphabetic order of their postcodes. Thus, each
rep would have a list of the prospects he should visit in the
best travelling order - ie the order in which he should visit
them for minimum milage and travel time.
Each rep would then telephone each of the prospects in his
section of the list trying to arrange as many visits as
possible on as few dates as possible. He can then `travel' the
route as many times as dates he needs to make, visiting on
each date those within his list that he has arranged to see on
that date. In the example below, the 12 prospects from the
Chelmsford area are listed in visiting order:
PROSPECT POSTCODE VISITING DATE
1 CM01 2 12 SEP
2 CM01 5 16 SEP
3 CM07 1 16 SEP
4 CM07 4 16 SEP
5 CM07 7 12 SEP
6 CM12 4 12 SEP
7 CM12 8 16 SEP
8 CM15 3 16 SEP
9 CM19 4 14 SEP
10 CM19 6 16 SEP
11 CM20 4 12 SEP
12 CM23 3 12 SEP
Suppose that on telephoning each of them after the seminar,
the rep concerned finds that he can arrange to see 5 of them
on the 12th of September and 6 of them on the 16th of
September, while one is available only on the 14th. He thus
has to make 3 trips along his route in order to visit all his
prospects. However, because they are listed in postcode order,
his milage and travelling time for each trip is kept to a
minimum so that he can spend as much time as possible with
Arranging the shortlist in straight postcode order also
enables you to print sales letters or mailing labels so that
they can be grouped easily into postcode areas, districts or
sectors. This is useful when you want to make sure that your
mail arrives at all your prospects' desks nationwide in the
same morning post. In fact, the Post Office offers discounts
for mail pre-sorted in this way, but the quantities necessary
to qualify for such discounts are currently rather enormous.
Choice Of Output Sequence
At the moment, however, we are still preparing for the
seminar. Therefore, the obvious choice of output sequence is
Option 3 - `Alphabetic Order Within Postcode Area' so that
each of the reps at our seminar can have his own alphabetic
sub-list containing only those attendees who come from his
allotted postcode area. Please therefore move the cursor to
this option and select it by pressing the `Ins' key and then
the `End' key.
PRODUCING THE SHORTLIST
So far, we have merely specified the profile (qualifications
if you like) of the prospects we wish to invite to the
seminar, and of course the order in which we want them
`listed'. However, MARKETEER'S database has not yet been
searched to determine who actually does and who does not fit
this target profile. In other words, the shortlist has not yet
been produced. So please now enter the `EXTRact' command (F6)
to start the process of searching the database and compiling
the target shortlist.
MARKETEER now begins this search in which it checks the key
values of each prospect currently on file to see whether or
not they fit the Target Profile you have just completed.
Those prospects whose key values fit the profile are placed on
the shortlist, while those whose key values don't fit are
The box containing the Output Sequence Options is now replaced
by a box containing technical data associated with the
extraction process. This technical data was mainly for use
during the software development of MARKETEER. It has been left
in purposely to help with the development and testing of
customised adaptations and additions to MARKETEER specially
requested by certain users. However, it is of general value in
that it confirms that MARKETEER is in fact doing something,
and it also gives some indication of progress as MARKETEER is
combing through the database extracting the profiled
The items of general interest on this display are as follows.
The INDEX SIZE is the number of prospects currently on file.
The FILE SIZE is the same as the HIGHEST OCCUPIED RECORD
discussed in the previous chapter. The SEQUENCE is the option
number of the OUTPUT SEQUENCE which you have just selected.
The RECORD NO is the number of the prospect record currently
being checked. ACCEPTED & REJECTED show the numbers of
prospects who have been found respectively to fit and not fit
the profile so far in the search. The extraction process can
take a long time, depending on how many prospects you
currently have on file. Once it has finished, the original
command words return to the screen.
Sifting Your Target List
Assuming the extraction process has finished, and that at
least one prospect has been found to actually fit this very
tight Target Profile, please enter the SIFT command or press
F7. The name & address and CLASSIFICATION & STATUS of the
first prospect on your new target list are then displayed. The
NEXT command takes you to the next prospect on the target list
and so on to the end of the list. The PREV command allows you
to step back through the list. The CULL command allows you to
cull out the currently displayed prospect from your target
list. This is useful when although the prospect meets all the
qualifications for being included on the target list, there is
some special reason why you do not want him to be included.
Now press `Esc'.
NEXT & PREV
The Target Profile we have just set up in this chapter is
Target Profile No. 1. In fact you can have upto 18 Target
Profiles set up on MARKETEER at any given time. You get to the
other Target Profiles by entering the NEXT & PREV commands (or
pressing F3 & F4 respectively). You can generate a Target
Shortlist from each of these Target Profiles, thus ending up
with 18 current Target Shortlists on file at once. Any one of
these Target Shortlists can be used to generate a mailshot
list, a telesales calling list and a telexshot list at any
time. Scan round the 18 Target Profiles using the NEXT
command. They will not contain any sensible key restrictions
until you actually set them up.
NOTE: If the target profile you entered during your study of
this chapter captured less than 20 prospects on the Target
Shortlist, please go back and reduce the restrictions in the
Target Profile, then re-extract the Target Shortlist. Start by
restricting your target to those prospects in your sales area
which contains Cambridge without restricting it by any other
key. If this yields more than 40 prospects, then set a
restriction using one of the other keys as well - and so on
until you yield between 20 and 40 prospects on your Target
Shortlist. The Target Shortlist you produce here will be used
to demonstrate the printouts and the mailshot, telesales and
telexshot list generation functions in the next chapter.
This completes your introduction to setting up target
profiles, so please now press the `Esc' key until you return
to MARKETEER's main menu.