Blog: marketing database
-
4 Keys to Successful Marketing Data Quality
2/7/12Continue ReadingData quality strategies are sustainable over the long run when they are approached with programs that provide a framework for data-centric projects. However, the absence of such programs in your organization should not make you exempt from embracing data quality as an important part of your marketing database. If you are building your marketing database, or are re-evaluating an existing one, consider the following items as you drive data quality into the plan:
-
When Technology Fails: The Disconnected Customer Experience
5/19/11Continue ReadingWe all know that there are several big name ecommerce vendors who have a stellar reputation for delivering on their promise of a great online customer experience. From the ability to browse, locate user reviews, compare pricing and quickly purchase products or services, these companies have the online experience down to a science. They have figured out how to provide offers to me based upon my preferences, get me to enroll in customer loyalty programs and educate me on their offerings. There is obvious technical complexity built into each of the processes I mentioned - from the underlying marketing database, customer segmentation and large-scale marketing automation systems in place.
BUT, what happens when the technology fails? What happens when the big ecommerce vendor cannot process orders online or cannot take a credit card payment? Can these companies still deliver on the promise of a great customer experience?
-
Business Impact of Data Validation - Volume or Economic Value
8/30/10Continue ReadingOn a recent project, I was involved with running data validation tests to ensure that each constituent in the marketing database is accurate. The tests were designed to validate that each record has correct contact information, relationships to dependents, products, etc. In that effort, we took a holistic approach to testing the data; we validated information in the database, validated the output of campaigns, mail file quality checks, etc.
-
The Top Five Affinium Campaign Features: Optimize Marketing Campaigns
5/24/10Continue ReadingAs I just returned from this year’s Unica MIS, I have been thinking about my favorite features in Affinium Campaign. Picking my top 5 was not an easy task, as there are so many features you can take advantage of. I could literally list out 20 different features that can optimize your marketing campaigns.
In addition, I am not even scratching the surface on advanced customization that can be put in place in Campaign, and on the Campaign Server. Below I am listing out my top 5 features that you can take advantage of in Affinium Campaign to efficiently run your marketing campaigns. I plan on doing a separate blog entry for each one listed below, and will expand appropriately.
-
Evaluating Infrastructure Delivery Options
8/19/09Continue ReadingHave you ever been inside a large data center? Spinning hard drives, blinking LEDs and network cables can be quite impressive when you're surrounded by thousands of them, but that image quickly fades for most non-IT staff when they leave the raised floor. In reality, aside from an occasional techno-buzz we might get from a new gadget or application, the value of computing for most business people tends to be in the information, not in the data center. That said, evaluating infrastructure delivery options for your mission critical applications is an important process; let's spend a few minutes thinking about the options.
