re: Database marketing: are we really listening and asking the right questions?

Ally Scott — Thu, 25 Jun 2009 09:57:43 GMT

Alan makes a very good point – the very purpose and benefits of investing in a database and achieving a single customer view can be easily lost, especially if the organisation in question is inexperience when it comes to utilising customer data. Of course there exists a huge opportunity for database marketing experts to guide brands through this process, to ensure they get the most out of their investment and to open them up to a new, data-led way of thinking. Key to success here is recognising the importance of recency in marketing data, and the need to collect data from customers at every available opportunity, in order to make the single customer view valuable for targeting communications. Only then can brands begin to realise the massive and invaluable potential they have sitting under their noses.

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Sat, 20 Jun 2009 00:41:09 GMT

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