The Data Is Your Base

Dutch HollisIt's terrible to watch an idea get squashed. Really, no one wants to watch it happen, and yet we see it everyday. Our best stratagems die a premature death at the hands of our inadequate data and the lack of an appropriate marketing platform to support it. You can put together a consumer-centric, relevant, multi-channel campaign, but if you don't have or can't get sufficient data to make it consumer-centric, or relevant, it's just one execution across a few channels.

So where do you get started to have an effective campaign? What are the requirements for the data, and how should it be managed so that your ideas don’t get pancaked or watered down? There’s no one answer that fits every industry or every company, but there are a couple of questions to get you started.

How will you make your message relevant and engaging?

The answer, of course is by targeting your messaging. You can:

  • target based on behavior
  • target based on segment
  • target based on demographics
  • target based on geography
  • target based on predictive modeling
  • personalize

Hopefully your final strategy uses some combination of all of these for the greatest effect. That means demographic, geographic, behavioral and personal data will all need to be readily available to deploy across multiple channels in order to adequately craft your campaign.

Imagine a campaign that employs email to a certain customer segment. We’ll reach others with similar demographics to our segment using display ads. Clickers are taken to a personalized landing page. Behavior on the landing page determines what offers that person sees on the rest of the website. This is the type of “tight” integration that is possible when the appropriate data is leveraged to its full potential.

Where will that data live so that you can maximize its value?

If all of that data lives on one platform, it will make putting together a multi-channel campaign much quicker, easier and more cost effective. In some cases it simply makes the campaign possible, since the behavioral targeting is done in real time across channels. It also makes measuring the success of the campaign easier since the metrics will live in the same place.

An article in DM News points out that once the marketing platform is in place, it not only provides infrastructure for relevant campaigns, but also begins to inform the strategy for the campaigns themselves. From message frequency to the appropriate channel mix – it’s all in the data. The marketing platform leverages that data to create an environment where it becomes easy to put the customer at the center of your communications.

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