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Data-driven marketing starts with data, not software

Organizations are well aware that the key to influencing a customer or prospect is reaching them at the right time in their buying process. Multi-channel marketing driven by a single, organized and integrated view of consumers enables companies to conduct successful data-driven marketing. The success of data-driven marketing linked to two elements:

1. Single client view (sometimes referred to as a 360 degree view)

2. Actionable marketing data

Single client view

To develop a single customer view of all consumers, it is necessary for an organization to integrate all the marketing information of its customers and prospects in one central location. The key is to match all the data available for an individual to that specific individual. Connecting every aspect of a consumer to all the different variables that belong to that consumer can be a daunting task. But when done right, the single customer view offers marketers a wealth of insight. By using a single view of a consumer, organizations can analyze and understand the entire consumer journey. This knowledge provides companies with the data-driven ability to implement the right message at the right time using the right channel for the right recipient.

Actionable marketing data

To provide customers and prospects with personalized, relevant, and timely interactions, marketers must have actionable marketing data. Actionable data means that your data is always reliable, accessible, fresh and integrated (TAFI). Without actionable data, organizations do not have the necessary foundation for data-driven marketing. The myriad of marketing systems used by companies for multichannel marketing are only as good as the data leveraged from a given system. Data-driven marketing starts with data, not software.

Data-driven marketing success is within your grasp

Developing a single customer view from all of your marketing data and ensuring that your marketing data is actionable is at your fingertips. A marketing database provides marketers with a reliable, fully integrated 360-degree view of the customer that powers their data-driven marketing initiatives. A marketing database also provides various software systems and platforms with actionable and integrated data to deliver personalized, relevant information and timely interactions throughout the consumer buying journey.

Data-driven marketing database solution

A single customer view is only available to organizations that can fully integrate relevant data in one central location. A database solution provides businesses with a central location and data-driven marketing database solution. A marketing database contains information such as where and how products are purchased, when and what was purchased, dollar amount spent, and customer demographic / lifestyle data and firmographic data. Insightful marketing data gives database marketers the ability to create targeted marketing campaigns that their audience will engage and act on. How? The ability to extract all marketing data, from internal and external sources, enables direct marketers to create a three-dimensional portrait of their customers. Marketers can create this image because they have access to a wide variety of detailed information about each individual. Then direct marketers can easily determine the interests of their customers and prospects, their preferred communication channel, and the offers they are most likely to respond to. Ultimately, organizations can get finely tuned lists for their marketing campaigns or use the data for multichannel marketing through other marketing software platforms and systems.

A true data-driven database solution enables companies to integrate elements such as the following.

  • Customer and / or prospect data
  • Multi-channel contact details (eg, postal address, email address, text messaging, phone number, mobile push, social media, etc.)
  • Recent data, frequency and monetary
  • Managed data at various levels (e.g. email, individual, household, residence, unique business, unique email address, etc.)
  • Customer and / or prospect attributes (for example, interests, preferences, or affinities)
  • Demographic / Lifestyle and Firmographic Data
  • Data segmentation
  • Campaign history
  • Promotion history / marketing touch tracking
  • Multi-channel suppression and opt-out data

A fully integrated data-driven database solution gives marketers the ability to gather additional information about their customers and prospects that the campaign drives response rates, sales, and ROI. Data-driven marketing starts with data, not software.

To learn more about the benefits of the data-driven marketing database solution, visit http://www.dovetaildatabase.com/marketing-database-solution-experts.

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