Wanted: The Single Customer View
Data is everywhere, and the amount of data we use is growing exponentially each year. As an industry, database marketers are getting smarter, more efficient and technology is changing the game. But as our data sets grow in size, effective database management can be tricky. Some standard practices are needed to ensure you’re getting the most from your data. One standard practice that we’d recommend, and that every good database marketer should strive for, is called the single
Third-Party Data Rules!
Savvy marketers will tell you they segment their data to enhance, enrich and better target their marketing campaigns. Of course, there’s a great reason why they do this – because it works! But, what you might be surprised to learn, is that some marketers are limited in the types of data they can utilize to segment. Why limit yourself?! Data is everywhere and available in all different shapes and formats to be used for segmentation and targeting efforts. Given the current sta
Return on investment (ROI) is a term marketers love to hate. It’s a metric that organizations use to indicate a marketing campaign’s success. To some marketers, ROI is just a pain and doesn’t tell a good story for their efforts. But truth be told, calculating the ROI of a marketing campaign can provide a therapeutic sense of accomplishment to some marketers, and pat on the back, a reflection that you are being a good steward of your marketing dollars. According to the Harvard