Welcome to the Dovetail Blog

How Smart is your Business Intelligence?

In our recent series, we defined the need for Trustworthy, Accessible, Fresh, and Integrated (TAFI) data. TAFI data is important because it empowers successful data-driven marketing when it is consumed and leveraged by other systems that require actionable data at their core. Many organizations use Business Intelligence (BI) tools to learn more about their customers and how to market more effectively to them. There are many elegant, visually appealing Business Intelligence tools available in the marketplace. However, Business Intelligence tools create reports and analyses that are only as accurate as the data they are consuming. To ensure the data you use for Business Intelligence is trustworthy and actionable, ask yourself the following questions: Is my data valid, standard, and accurate? Is my data fully integrated from all relevant sources, including online and offline data? Is my data unique at the individual, email, household, address, account and other pertinent levels? Does my data contain third party data such as appended demographics and lifestyles? Business Intelligence tools provide excellent visualization and insight to marketers. To maximize your Business Intelligence tool’s potential, make sure the data you use for Business Intelligence is made of TAFI! Future One-Minute-Briefs will continue to provide thoughts on how to use and leverage TAFI data through deployment systems such as Content Management, Marketing Automation, Campaign Management, and Data...

My Call Center Needs Intelligent Data

Trustworthy, Accessible, Fresh & Integrated (TAFI) data is important because it empowers successful data-driven marketing when it is consumed and leveraged by other systems that require actionable data at their core. Another example illustrating the positive impact of TAFI data in other systems is an organization’s call center. Calls to a call center are the perfect time to cross-sell and make a positive, lasting impression on your customers. Sadly, these opportunities are missed when Customer Service Representatives (CSRs) lack a 360-degree view of the customer. Regardless of the reason the customer called, the CSR can be helpful, empowered, and precise IF they know all of the interactions that the customer has had with the organization across all channels. Just a few examples of relevant and valuable data include: Products purchased Web pages viewed Shopping carts abandoned Complaints from the customer Loyalty program status Level of email engagement such as emails opened and click-throughs All too frequently, CSRs at call centers miss opportunities because TAFI data is neither available nor fully leveraged. Linking to TAFI data in your marketing database real-time via a web service API will provide your CSRs with the rich, relevant, intelligent data they need to increase your organization’s marketing effectiveness and efficiency. Future One-Minute-Briefs will continue to provide thoughts on how to use and leverage TAFI data through systems such as Business Intelligence, Content Management, Marketing Automation, Campaign Management, and Data Mining/Analysis. To learn more about Dovetail go to What We...

My Email Service Provider (ESP) has all the data I need for marketing, right?

TAFI data is important because it empowers successful data-driven marketing when it is consumed and leveraged by other systems that require actionable data at their core. A prime example illustrating the positive impact of TAFI data in other systems is an organization’s ESP. Virtually every business sends email marketing messages; many use their ESP as their primary communication deployment system. But how actionable is the underlying data that is used by an ESP? Even the most robust, feature-filled ESP is only as good as the data it uses. Most organizations have rich data throughout their various systems, but rarely does all of this rich data reach the ESP. Often the data given to the ESP is lacking in terms of both quality and integration. If this characterizes your organization, what should you do? Be intentional Make your data TAFI Build programs and code to Bring TAFI data from your marketing database into your ESP, and Bring email behaviors and tracking results back into your marketing database Yes, this takes focus, commitment, and resource. But inefficiently using poor quality data in your ESP costs you resource, hinders your marketing, and potentially hurts your organization’s reputation. If you want to maximize the value of your ESP, increase response rates, and decrease opt-outs and complaints, then make the data you use in your ESP support these objectives. When you do, you will notice your email marketing becomes more effective because your ESP is now using segmented, targeted, 1-to-1, relevant data. Future One-Minute-Briefs will continue to provide thoughts on how to use and leverage TAFI data through deployment systems such as Call Center,...

Is your marketing data integrated? Data-driven marketing requires fully integrated marketing data.

In our One-Minute-Brief series, we are discussing the need for marketing data to be Trustworthy, Accessible, Fresh, and Integrated (TAFI) to ensure successful data-driven marketing. In our previous One-Minute-Brief, we discussed Fresh data; in this One-Minute-Brief, we will discuss the need for Integrated marketing data. Why is data-driven marketing a necessity? As data-driven marketing becomes the norm, the need for data integration becomes increasingly important. Relevant data from all systems and sources within your organization is essential to conducting data-driven marketing. If you are using a single, substitute, operational system to drive your marketing, the lack of data integration from other important data sources will substantially reduce marketing success. A marketing database is the foundational data platform that ensures your marketing data is Integrated and includes all of your pertinent data sources. Comprehensive data integration is imperative for successful data-driven marketing. In future One-Minute-Briefs, we will turn our focus to using TAFI data and how other systems and software consume TAFI data as the engine for data-driven marketing. To learn more about marketing data integration, visit our customer data integration...

Dovetail—The Marketing Database Company Launches New Website

Dovetail—The Marketing Database Company is excited to announce the launch of its new company website at www.DovetailDatabase.com. Dovetail is a marketing database solution specialist. As The Marketing Database Company, Dovetail develops, hosts, maintains, and provides web-based access to marketing databases. Dovetail provides its “Best-In-Class” marketing database solution to support direct and database marketing activities by ensuring an organization’s marketing data is TAFI—Trustworthy, Accessible, Fresh & Integrated. Dovetail—The Marketing Database Company Dovetail enables their clients to perform relevant, highly-personalized, cross-channel marketing campaigns which can be continually refined through response, profile and propensity to buy analysis. Our clients have the ability to access a continually update, integrate repository of all prospect, customer & purchase/order information and perform advanced segmentation, list creation and output, as well as analyses in support of multi-channel (mail, e-mail, telesales and SMS) direct marketing initiatives. Our marketing database solution maintains prospect and customer information in pristine condition, ensuring that your most valuable corporate asset is current, up-to-date, accurate and dependable. Dovetail excels in the following service offerings: Marketing Data Integration Marketing Data Access Excellent Client Service Cost-Effective Marketing Database Solution Fast Marketing Database Solution Rollout To learn more about Dovetail—The Marketing Database Company, visit www.DovetailDatabase.com or to schedule a demo of the Dovetail Application, contact Jeff Barela at 720.633.8101 or...

Dovetail to Exhibit at the DMA, The Database Marketing Association Conference

Coming to the DMA in San Diego, October 25th through the 30th 2014? Come visit us in Booth #1622. DMA2014 is the global event for real-time marketers that delivers everything you want to know about data, customer engagement, and accountable marketing. The content will deliver real-world solutions you can use immediately, as well as strategic guidance to help you plan for 2015. You’ll find an inspiring line-up of key thought leaders and innovators from the world’s leading companies. For more information visit DMA. Dovetail–The Marketing Database Company provides a “Best-In-Class” marketing database solution in support of direct and database marketing activities. We enable our clients to perform relevant, highly-personalized, cross-channel marketing campaigns which can be continually refined through response, profile and propensity to buy analysis. Dovetail clients have the ability to access a continually updated, integrated repository of all prospect, customer & purchase/order information and perform advanced segmentation, list creation and output, and analysis in support of multi-channel (mail, e-mail, telesales and SMS) direct marketing initiatives. Our marketing database solution maintains prospect and customer information in pristine condition, ensuring that your most valuable corporate asset is current, up-to-date, accurate and dependable. Specialties Dovetail specializes in developing and maintaining marketing databases, fast marketing database rollouts, marketing database data integration and a cost-effective marketing database solution. To learn more about Dovetail, contact Jeff Barela at 303.904.4771 or email Jeff at...

Marketing Data Access is a Necessity

In our One-Minute-Brief series, we are discussing the need for marketing data to be Trustworthy, Accessible, Fresh, and Integrated (TAFI). In our last One-Minute-Brief, we discussed Trustworthy data; in this One-Minute-Brief, we will discuss the need for marketing data access. Marketers are often frustrated because they know marketing data exists to power their marketing efforts, but they do not have access to this valuable resource. A few examples of poor data accessibility include: Marketers do not have the technical ability to access the systems where marketing data exists Marketers are unable to access various systems because they are not granted user permissions If Marketers run marketing queries in non-marketing systems, they may compete with other system resources, risking system slow down  A marketing database solution ensures your marketing data access is easily and always at your finger tips. Marketing data access is essential to successful database marketing and provides marketers with peace of mind! In the next One-Minute-Brief, we will discuss the marketing data trait: Fresh. We will continue to provide compelling reasons why using a true marketing database is the right alternative to using an Operations system. Learn more about Dovetail’s marketing database access...

Do You have Trustworthy Marketing Data?

In our last One-Minute-Brief, we identified the four primary traits necessary for actionable marketing data: Trustworthy, Accessible, Fresh, and Integrated (TAFI). This One-Minute-Brief will focus on Trustworthy marketing data. When an Operations system is used for marketing purposes, data used for marketing may be incomplete, inaccurate, contain duplicates, and lack validation. A few examples include: Only partial data may exist for an individual if they did not complete a sign-up form, and the data they did provide may not be validated for accuracy If an organization gathers opt-out information separately from the Operations system being used for marketing, individuals who have made opt-out requests will not be removed from marketing campaigns, frustrating customers and prospects and wasting marketing dollars If your organization requires users to register online by creating an account, individuals who forget their login or password (a frequent occurrence) may create multiple accounts, resulting in duplicate records within your Operations system Trustworthy marketing data saves marketers time and money. If you do not have Trustworthy marketing data, you cannot have successful, data-driven marketing. In the next One-Minute-Brief, we will discuss the marketing data trait: Accessible. We will continue to provide compelling reasons why using a true marketing database is the right alternative to using an Operations...

TAFI Gives Marketers Trustworthy, Accessible, Fresh, and Integrated Marketing Data

Successful marketing campaigns require marketing data that is actionable. If your marketing data lacks any of these four characteristics, it will not be actionable: Trustworthy, Accessible, Fresh, and Integrated. At Dovetail, we call this TAFI. Many organizations use their operations systems as a substitute for a marketing database. The problem is this, operations systems don’t have TAFI. If your source for marketing data doesn’t deliver in all of the following ways, you are not getting the best results from your marketing efforts: Your marketing data needs to be trustworthy and accurate, so you can count on your data Your marketers should have easy, intuitive access to their marketing data when they need it Your marketing data should be fresh and always up-to-date Your marketing data should be fully integrated and contain ALL of the valuable marketing data available within your organization Your marketers should be able to market to unique levels, such as individual, household, address, and email address The next four One-Minute-Briefs will define the four TAFI traits and their importance to marketing.  In addition, marketers will learn about the differences between the marketing data available in operational systems versus a marketing database and why there is no substitute for a true marketing...

Marketing Automation Is Not Marketing Strategy

By Ruth P. Stevens | Posted on February 07, 2014 Too often these days, I hear B-to-B marketers mouth claims like, “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” This worries me. Marketers sometimes see automation as a silver bullet. But it’s only a tool. Marketing automation doesn’t identify your best target audiences. It can’t develop value propositions. No way will it make the tough decisions among competing investment options. I’m reminded of Mike Moran ‘s great book title, Do It Wrong, Quickly.Opens in a new window In other words, marketing automation doesn’t work without strategy. Remember ten years ago, when CRM came along? Déjà vu all over again, to echo Yogi Berra. Marketers thought that the new CRM software would solve their customer service and customer retention problems. Expectations dashed. Not only was it a nightmare to get up and running, the software served only to automate the processes—good or bad—that companies already had in place. Even the marketing automation software vendors themselves recognize the importance of strategy, for their own success, as well as that of their clients. Think about it: If their clients can’t get the value from the software, their revenues are going to be impacted. So education campaigns are underway. Marketo, for example, sponsored a compelling study by Sirius DecisionsOpens in a new window that explains the importance of a strong process in driving results when using marketing automation software. Their data shows that companies using automation combined with a...