Integrated Bottom
Top 10 signs your data ... not integrated
1. If you think your customers Millie Joan Smith, Daisy Jane Smith and Billy Joe Smith, Jim Bob are the same person ... your data is not integrated.
2. When individuals are in contact, home, home or business is performed only by focusing on "global", which is at the picnic ... wrong and your data is not integrated.
3. If you're more afraid of getting accused of SPAM than they are to eat ... your data is not integrated.
4. If the e-mail, mail, and voice mail are not included with your woman, man and opened email ... data not integrated.
5. If you think is the latest trend firmographics new exercise ... data not integrated.
6. If you think that the integration of its Web site data is something only Mr Spock can do ... your data is not integrated.
7. If you give 3 different people the same criterion for the number of records and you get five different answers ... your data is not integrated.
8. If you think that the rotation only applies to the dairy industry ... the data is not integrated.
9. If you think models are used to find good customers who are looking ... your data is not integrated.
10. When you take your car to workshop for maintenance, and think, "wow, that reminds me, I have to do some database maintenance too" ... data not integrated.
We hope you laugh. Or at least a smile. But in the real world, data integration is no laughing matter. For direct sales and IT staff equally, seeking and integrate all the necessary data for direct marketing campaigns is serious, and often difficult business. And, for example, say you want to send a campaign direct mail, followed by an email campaign, non-responders. The basic criteria for the selection list could be a few omissions, geographical area, transactional data / behavior, and the number of marketing touches (to manage fatigue), with e occurring at household level, and email to occur at a level unique email address. On the surface, this sounds like a direct marketing campaign, normal, and intuitive direct. But what about the basic facts to support the campaign? Are the necessary data and integrated? If not, what will it take to get the data ready? It is the integration of data from the marketing campaign, or the data ready before the campaign, as should be the case? Data integration is actually no laughing matter. For selection criteria, it is likely that the data needed to run the campaign there in two or three different places within the organization typical, and, perhaps five or six different places.
Appropriate integration of marketing data effectively and efficiently carry out relevant campaigns Direct Marketing is fundamental and foundational to the success of specific campaigns and direct marketing for the ongoing viability of the entire organization program Direct Marketing. The following types of data, while not all-embracing, are typical of the integrated data an organization needs for direct marketing:
• Customer service and / or data perspective
• Multi-channel contact details, ie postal address, e-mail phone number, etc.
• Transactional data and dates (RFM)
• Management of multi-level data, ie individual, family, residence, business unique, unique e-mail address, etc.
• Attributes of customers or potential customers, such as interest, preferences or affinities (can be self-report or as an annex)
• demographic and lifestyle
• Data Segmentation
• Predictive model data
• History campaign
• Marketing Tracking touch
• Suppression data (opt-out)
• Derived from data, as the region or other categories of data elements
The above list is a good starting point, but not concerned with how the data is supposed to be combined if it is integrated. Routines and processes should be constructed to standardize, validate and correct data, and items such as standardization of addresses and merge / purge need to carry out the data. For example, what are the business rules for an active client if enabled, went inactive and active again now? If this type of customer will be the same as a customer who was always active? This is just one example of the potential of tens or even hundreds of business rules that need to be considered when integrating data.
It would take several articles to provide details on how integrate the data-in fact, books are written on the subject, and no two organizations are exactly alike. But the first step is recognizing the need for integration data, then have a discussion, or a series of discussions between the marketing and IT to discuss the data that is needed is available and how to obtain and assemble. In some organizations, depending on its scope, this could be done on an ad hoc project, but the data usually become outdated quickly. It Marketing and ideal if you can work together to build a continuous process and database to capture and integrate data and in some cases, depending on the needs of an organization, outsourcing, outsourcing or in part, a provider of database marketing may be the best option. The conclusion is that data integration is essential, the scope, complexity and cost are important factors in determining what and how to integrate, each organization must determine what is best taking into account all these factors.
About the Author
Jeff Barela
Jeff is the Chief Operating Officer and Vice President of Business Development for Dovetail-The Marketing Database Company.
As a co-founder of Dovetail, a company that builds, hosts, and provides access to marketing databases, Jeff has been in the database marketing industry for over 9 years and the database industry for over 15 years.
To learn more about database marketing or Dovetail, visit our website at www.dovetaildatabase.com. Don't forget to sign-up for our free eNewsletter to receive more information on database marketing. Or contact Jeff Barela at 303.904.4771 or jeff@dovetaildatabase.com.
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