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 powered by a single, organized, and integrated view of consumers enables companies to conduct successful data-driven marketing. The success of data-driven marketing is related to two elements:
1. Single view of the client (sometimes referred to as a 360-degree view)
2. Actionable Marketing Data
Single customer view
Developing a single customer view of all consumers requires an organization to integrate all of its customers’ and prospects’ marketing information in one central location. The key is to match all available data for an individual to that specific individual. Connecting each aspect of a consumer to all the different variables that pertain to that consumer can be a daunting task. But when done right, the single customer view offers a wealth of insights to marketers. Using a single view of a consumer, organizations can analyze and understand the entire consumer journey. This knowledge gives companies the data-driven ability to deliver the right message at the right time using the right channel to the right recipient.
Actionable Marketing Data
To provide prospects and customers with personalized, relevant, and timely interactions, marketers must have actionable marketing data. Actionable data means your data is always Trusted, Accessible, Fresh and Integrated (TAFI). Without actionable data, organizations don’t have the foundation to conduct data-driven marketing. The myriad of marketing systems used by companies for cross-channel marketing are only as good as the data a given system uses. Data-driven marketing starts with data, not software.
Data-driven marketing success is within your reach
Developing a single view of the customer from all of your marketing data and ensuring your marketing data is actionable is within your reach. A marketing database gives marketers a fully integrated and trusted 360-degree view of the customer that empowers their data-driven marketing initiatives. A marketing database also provides various software systems and platforms with integrated actionable data to send timely interactions throughout the consumer’s buying journey.
Data Driven Marketing Database Solution
A single view of the customer is only available to organizations that can fully integrate relevant data in a central location. A database solution provides businesses with a central location and data-driven marketing database solution. A marketing database houses information such as where and how products are purchased, when and what was purchased, the dollar amount spent, and customer demographic/lifestyle and firmographic information. Insightful marketing data gives database marketers the ability to create targeted marketing campaigns that their audience will relate to and take action on. How? The ability to extract all marketing data, from internal and external sources, allows direct sellers 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. Direct marketers can then easily determine the interests their customers and prospects have, their preferred communication channel, and the offers they’re most likely to respond to. Ultimately, organizations can get fine-tuned lists for their marketing campaigns or use the data for cross-channel marketing through other marketing software platforms and systems.
A true data-driven database solution allows companies to integrate things like the following.
- Customer and/or prospect data
- Multi-channel contact data (eg, postal address, email address, text messages, phone number, mobile notifications, social networks, etc.)
- Recent, frequency and monetary data
- Multi-level managed data (eg, email, individual, household, residence, single business, single email address, etc.)
- Customer and/or prospect attributes (eg, interests, preferences, or affinities)
- Demographic/lifestyle and firmographic data
- data segmentation
- Campaign history
- Marketing contact tracking/promotion history
- Cross-channel deletion and opt-out data
A fully integrated data-driven database solution gives marketers the ability to collect additional information about their customers and prospects that drives campaign 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.