Data Enhancement
Download the PDF: https://www.demandmetric.com/content/data-enhancement
Marketing has changed radically in the past two decades. Instead of blasting messages to
anonymous consumers of mass media, marketers increasingly manage direct interactions with
known individuals. This change presents a huge opportunity to improve the effectiveness of
marketing messages by tailoring each message to the person who will receive it. But it also means
that marketers who fail to accurately target their communications increasingly risk being ignored
by consumers who react only to relevant content.
Simply put, individualized customer treatments are quickly changing from competitive advantage
to baseline requirement. Marketers no longer have a choice about whether to do them, although
they still control how well they are done.
The foundation of effective targeting is customer data. Data drives the rules that determine who
gets what treatment at what time. Other resources are also needed, including analytics to understand
the data and execution systems capable of managing the interactions. But without adequate
data, these other resources are like an actor without a script: they may look great, but they don’t
know what to say.
Most customer data is generated within the company itself, including contact information,
response history, purchases, and customer service interactions. However, other important information
exists outside the company. This includes personal or business details that the customer
has not provided directly, as well as behaviors such as social media comments or visits to other
companies’ Web sites.
This information provides insights used to target communications based on each customer’s
long-term needs and immediate interests. External data is most helpful for prospects and new
customers, who have generated little or no data within company systems.
This guide describes the kinds of external data available to marketers, how they can acquire this
data, and how they can put it to best use. It will help you to improve the effectiveness of your
marketing programs by expanding the base of information available for segmentation, targeting,
and analysis.
Let’s get started.
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