William Yates
William Yates 3 July 2015
Categories Content, Email & eCRM

Marketing Database Management: Precision Drives Sales

What we have observed, and seems to be a common denominator across most data we review, is the lack of segmentation that has been undertaken as datasets are built.

Working with our client-base of medium to global enterprises here at Novacom, we regularly take on and manage client data, normally when setting up email marketing campaigns for them, or when running marketing automation programmes on their behalf.

What we have observed, and seems to be a common denominator across most data we review, is the lack of segmentation that has been undertaken as datasets are built.

Making history, history


Generally the reason for this is historic, as data didn’t need to be organised and segmented because it has been stored purely as a matter of record rather than as a digital marketing asset. This situation is very common, and to a point where it is almost the norm.

And it means that because the data was never configured for marketing communications, its structure will almost certainly be inappropriate for this purpose, and if it is to be reconfigured for marketing use, a significant amount of diligent work will be required.

Making history your future

A common reaction among marketers is to consider parking this stored data and seeking to acquire newer, appropriately configured data from a mailing list vendor. While this will be faster, the data you possess contains real, live – albeit a few historic – contacts.

These contacts likely know your enterprise, and there is a good chance they are current customers or at least have experience of your enterprise, its products and services.

And if this is the case, so initial, introductory communications need not form a time consuming step in the communications process.

Personalisation is key

Given that this existing data is effectively a commercial record rather that marketing data, the data fields will require reformatting into a configuration that can be readily personalised. That is to say in basic terms, the data can generate names and salutations.

While this work is being undertaken, further blank data fields can be included to capture additional data, covering everything from a website visit log and product/service heat map, through to buying history.

This will take your data up a level, as a buying persona is now emerging through this progressive targeting.

Building a picture

Dependent on the type of data required, the additional data fields you have created can be populated either by using basic, publicly available information such as home address, or for more sophisticated behavioural data website activity may be applied.

This can be achieved by configuring web pages, web content and website assets in a way that drives visitor behaviour through the need to make a specific decision on what to look at or where to navigate.

The options here are varied and considerable and will build solid, powerful and detailed insight into your existing buyer persona information.

International legal compliance

You have now created a considerable amount of data and formed a very powerful sales and marketing tool in this data set. This is not only commercially very valuable and must be kept secure, but is also subject to stringent data privacy regulations.

These laws govern how and where data may reside and how and where it may be transmitted, and eye-watering fines can be imposed for contravening these rules.

Protection and risk mitigation

It is therefore critical to ensure that any digital marketing agency you partner with in pursuit of national email marketing or international marketing automation programmes are fully conversant and up to date with international data security laws.

This is best demonstrated through the agency being in possession of internationally recognised ISO 9001 and ISO 27001 certification. 

Original post here

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
5 Simple Steps To Improve Your Website’s SEO

5 Simple Steps To Improve Your Website’s SEO

Search engine optimization is a process. It's not a “one size fits all” nor is it a one-time solution to all your website woes. However, there are many SEO elements that you can fix yourself. You don’t have to be an SEO expert to start getting your website on the right track.

On Yavin
On Yavin 16 May 2017
Read more