Our business philosophy is based on the following precepts:

• Business solutions require the vision and commitment of customers to ensure success.
  
• Organisations squander competitive opportunities by undertaking vital functions in isolation.
  
• Return on investment is a pivotal measure of successful End-to-End Marketing. Organisations must see an acceptable gain in return for their marketing expenditure.
  
• Appropriate systems and processes must support advice. Otherwise, it is simply hypothesis.
  
• Measurement is the key to excellence. Setting targets and analysing success, and failure, is the only way to gauge the accuracy of marketing investment decisions.
  
• Continuous learning and review is integral to the acquisition of efficiencies, enhanced competitiveness and higher marketing returns.
  
• Change and structure are both enormously valuable but neither should be introduced without good reason.

Business Methodology

The Database Communications Business Methodology acknowledges the importance of each side of the Decision Cube:

• The hierarchical structure, and essential feedback loop, of the organisation reflecting marketing's position in the business process.
  
• The importance of setting objectives to target initiatives for the three primary market forces, market, product and channel.
  
• The development or acquisition of the primary resources in order to deliver the expected results, measure the success and retain the knowledge.

The Decision Cube is the core of the Database Communications Methodology for the purposes of Problem Identification, Solution Modelling and Tools Selection. It allows information gathered about an organisation and its activities to be translated into real solutions that address core problems and unrealised opportunities.

The Decision Cube is used to compliment the expertise and experience of staff to better understand the challenges facing business today and the proprietary Decision Cube Tool Set to assist clients move forward by best using their limited resources.

Planning

Planning takes on many guises from devising extensive strategic documents accompanied by detailed tactical plans, to setting key objectives and milestones and agilely manoeuvring within the market to achieve the targets.

The size and maturity of the market and organisation as well as the attitude of the individual leaders will help dictate which approach is most appropriate. Whichever method is selected, goals need to be set to measure success and focus teams on joint achievements.

Retained Knowledge

 "The retention of knowledge is the first step to wisdom." Information generated from the analysis and measurement of performance and behaviour is wasted if it cannot be retained and imparted at an appropriate later date.

"Informed decision making is a luxury only available to a limited number of marketers." The retention of information for the purposes of making better decisions must be the aim of any commercial enterprise if it is to improve its performance.

"To prioritise the allocation of scarce resources one must first know and remember where the highest long term benefit is to be gained." Marketers like any unit within a business have a limited amount of resource to allocate. The retention of knowledge enables the resources to be applied wisely.