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How Can I Manage My Marketing Data More Efficientlly?
Ellen Valentine, Product Evangelist, Silverpop Systems / BtoB / August 1, 2013
Managing marketing data can seem like an overwhelming task. Mobile, tablets and social have all transformed the buyer landscape and the way marketers reach their customers and prospects. That said, sophisticated marketing technologies have made it easier for marketing departments of all sizes to augment their databases and “fast-path” their way to more comprehensive information on targets.
The bottom line is, your technology platform is only as powerful as the data at your fingertips. It’s well worth the time to take a careful look at your current database and how you might improve it. Think of the process as building a comprehensive data blueprint for your organization, with the goal of aggregating data into your marketing automation platform and transforming it into the “marketing database of record.”
Here are four steps to help you move toward a master database:
- Consider every way that your customers are interacting with you. Start big and look across channels, platforms/devices, and both online and offline. Many companies today depend on an email-centric marketing database, yet modern buyers expect a relationship across all channels—email, Web, social, SMS, check-ins, etc.