A completely integrated marketing database may be the first step toward effective direct marketing. Today’s marketers convey more data, from more channels, than in the past-creating a database a lot more of essential. All direct marketing channels (email, junk mail, telesales, mobile, etc.) are coming up with greater volumes of information and adding more complexity to every particular source-forcing each system to effectively manage its very own data within an more and more intricate manner. As every individual system, for example eCommerce, ESP, fulfillment, loyalty, web analytics, etc., grows in complexity, the requirement for marketing data integration across all data systems and sources grows at a much greater rate. The capacity associated with a single, individual system to handle and integrate data using their company systems is inherently missing. Obviously, every individual system functions because of its own specialized purpose, to not facilitate and optimize marketing.
Consequently, the requirement for a completely integrated marketing database, able to continuously managing vital marketing data from disparate silos, is more than ever. It can serve as the fundamental way to integrating all this data and also to keeping this data in pristine condition, maintained inside a constantly actionable condition. ESP, eCommerce, and fulfillment systems may tout their data integration abilities. However, many marketers, through painful experience, be aware of fallacy of these claims. An ESP isn’t a marketing database. An eCommerce platform isn’t a marketing database. An internet analytics platform isn’t a marketing database. Merely a marketing database is really a marketing database.
When the following doesn’t characterize the database you use for marketing, then you don’t have a completely integrated marketing database:
Reliable data-your computer data is accurate and dependable, in pristine condition
Accessible data-quick access via an internet based application, intuitive and designed for marketers
Fresh data-your computer data is definitely current or more-to-date
Integrated data-all direct marketing data, both offline and offline, cohesively integrated together
Customer and prospect/acquisition information is in a single unified, integrated database
Your computer data is actionable and try to ready-to-use it isn’t a task to obtain all your data together
Your direct marketing data management is routine, foreseeable, repeatable, and automatic not random
Marketing department may use and manage its data, without burdening your IT group
Your computer data is integrated in the unique individual, household, address, email, and telephone number level-and then any other level required to support marketing needs
Multi-funnel direct marketing is simple and integrated
Capability to run counts and extract lists within a few minutes
You are able to evaluate your marketing data dynamically as well as on-the-fly
Recency, Frequency, Financial (RFM) information is when you need it
All suppression information is precisely managed across all channels and all sorts of touch points
Demographic, lifestyle, and predictive models are built-into your marketing database
You are able to derive significant marketing data out of your existing raw data and act upon it
Custom reports for marketing management are when you need it
As the needs evolve, new sources for example social or web analytics could be built-into the database
Custom business rules are routinely put on your computer data, adaptable as the business changes
Promotion history is tracked and may be easily applied marketing “touch” data can be used as analysis, executing an ideal contact strategy, and facilitating the best mixture of multi-funnel marketing
For prospect data, marketing touch data elements and history could be leveraged touch data has shown to be probably the most predictive prospecting data elements.
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