Trustworthy, Accessible, Fresh, and Integrated marketing data in 2015 will empower you to reach all of your customers and prospects with the right message, at the right time, using the right channel. And, you will have actionable data at your fingertips for analysis, leading to smarter marketing decisions in the coming year. Over the past few months in a series of articles, I have been writing about the importance of ensuring that your marketing database is made of TAFI. As you enter 2015 and are equipped with new knowledge about how to make the most of your data, take a moment to review each of the four TAFI traits.

Trustworthy
You need to know that you can depend on your marketing data. If your marketing data is inaccurate, you won’t use it. As a database marketer, trusting your marketing database solution and marketing data is vital to your success. Your data needs to be accurate, dependable, and reliable.

Accessible
You need easy access to your marketing data. If you cannot easily get to your marketing data, you won’t use it. As a database marketer, easy access to your marketing database system and marketing data is a necessity. This access must be convenient, intuitive, immediate, and robust.

Fresh
Your marketing data needs to always be current. If your marketing data is stale, you won’t use it. As a database marketer, up-to-date marketing data is crucial to your success. Your data must be updated and ready-to-use at all times.

Integrated
You need all of your marketing data cohesively interconnected. If your marketing data is in fragmented silos, you won’t use it. As a database marketer, integrated marketing data is imperative to support your needs. Your marketing data must be unified and interrelated across all channels and touchpoints. Of the four TAFI traits, Integration is both the most important and the most difficult to execute.

Wrap-up
This article is the last in the series of TAFI newsletters and summarizes the characteristics of an actionable marketing database. I hope this newsletter series has helped you view your marketing data through the TAFI lens and provokes new thoughts to make your marketing data actionable in 2015. Stay tuned for further insights for your marketing database solution from Dovetail-The Marketing Database Company. Happy New Year!