Consumer and trade marketing strategies that include field
marketing also allow businesses to maximise their information return.
CPM provides for clients both the means to collect data in situ and to
exploit information to optimise business performance.
Many of our field teams have been using hand-held computers for data
collection for some time, but this year CPM has worked with Advanced
Systems Limited to adapt the latest Windows CE technology specifically
for use in the field. These systems enable representatives to deliver a
broad range of information to the client directly or via CPM, in the
minimum amount of time.
Clients are currently using CPM field staff to gather, for example,
customer feedback, compliance data, competitive intelligence and asset
reports. This information, which can be provided on a daily basis, can
be used to mould the shape of campaigns as they progress. It can also
facilitate building and enhancing databases and developing actionable
real-time management reporting.
Not only is this cost-effective activity, it is flexible, measurable and