Data-driven marketing starts with data, not software
Marketers are well aware that the key to influencing a customer or prospect is to reach them at the right time in their purchase journey. Multi-channel marketing powered by a single, organized, integrated view of consumers empowers marketers to perform successful data-driven marketing. Data-driven marketing success relies on two items:
- Single customer view (sometimes referred to as 360ᵒ view)
- Actionable marketing data
Single Customer View
To develop a single customer view of all consumers requires an organization to integrate all of their customer and prospect marketing information into a central location. The key is to match all of the data available for one individual to that specific individual. Connecting every aspect of one consumer to all of the different variables that pertain to that consumer can be a daunting task. But when done correctly, the single customer view offers a wealth of knowledge to marketers. Using the single view of a consumer, marketers can analyze and understand the complete consumer journey. This knowledge provides marketers the data-driven ability to deploy the right message at the right time using the right channel to the right recipient.
Actionable Marketing Data
To provide customers and prospects with personalized, relevant, and timely interactions, marketers must have actionable marketing data. Actionable data means your marketing data is always Trustworthy, Accessible, Fresh & Integrated (TAFI). Without actionable data, marketers do not have the foundation necessary to perform data-driven marketing. The myriad of marketing systems utilized by marketers to perform cross-channel marketing are only as good as the data being leveraged by a given system. Data-driven marketing starts with data, not software.
Data-Driven Marketing Success is within Your Reach
Developing a single customer view from all of your marketing data and ensuring your marketing data is actionable is within reach. A marketing database provides marketers with a fully integrated, reliable, 360ᵒ view of the customer that empowers their data-driven marketing initiatives.. A marketing database also provides various software systems and platforms with actionable, integrated data to send personalized, relevant, and timely interactions throughout the consumer’s purchase journey. Go to Data-Driven Marketing Database Solutions to learn more about how a marketing database is foundational to cross-channel marketing.