In today’s world of ever increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step in starting to build a marketing solution. An often cited response is that ‘all data…
In today’s world of ever increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step in starting to build a marketing solution. An often cited response is that ‘all data…
This year sees the 70th anniversary of Maslow’s Hierarchy of Needs*1. I decided to apply this approach to Database Marketing, showing the journey from the basic capability to the future of fully integrated, contextual and real-time capabilities. The model proposes…
Prior to the start of any project a key pre-requisite is an understanding of your goals, objectives and requirements, with phases of discovery and definition required to identify your needs and to deliver a solution which meets your goals. …
In the last posting we looked at discovering a complete view of the data sources & data feeds to a granular level, as well as an understanding of data management requirements needed to support the delivery of your customer marketing…
In the last posting we looked at understanding your analysis and reporting needs. We will now discuss the data required to underpin you Customer Marketing Solution, reviewing how this is identified, understood and used to help build the solution. This…
In the first posting we established the need for having clear business goals and objectives, when looking to deliver a Customer Marketing solution. This initial step will now be expanded on to look at how you approach the definition and…