Do you have opt-out and suppression data scattered throughout your organization? If so, you are not alone. The fact is many organizations struggle with effectively organizing and managing their data. The steps to getting your arms around your suppression and opt-out data include identifying everywhere it is located, defining appropriate business rules for integration, and integrating the data into your marketing database.
Initially, this endeavor may be time consuming and require some hard work. But the benefits are substantial. Your marketing database is the ideal centralized repository in which to manage your multi-channel opt-out and suppression data. Once you have established the update processes and infrastructure, you will have a platform to integrate and manage your evolving opt-out and suppression requirements, and you will sleep better at night!
In future One-Minute-Briefs, Dovetail will continue to provide quick hitting thoughts and insights to help you get the most from your marketing database.