Improving Campaign Data for Optimal Customer Engagement

It’s a truism that if marketing is to be successful in getting the right message, for the right product, to the right customer at the right time and via the right channel, it needs the right data.

One of the root causes of inefficient marketing campaigns is unfit data: errors, inaccuracies, duplications, omissions, inconsistencies and inappropriate or inaccessible data all prevent accurate profiling, insight, targeting, segmentation and campaign delivery, resulting in high levels of waste. Problems are often exacerbated by the distributed nature of marketing data – with silos of valuable information held in discrete systems, spread across the enterprise. Some marketing teams look to resolve the issues by outsourcing data management to external bureaux, but in doing so incur ongoing fees, delays in campaign list generation, and the potential for data loss with its risk of prosecution by the Information Commissioner’s Office under the Data Protection Act.

dn:Director for Business to Consumer Marketing provides a complete data management solution tailored to marketers’ needs, allowing them to take control of their B2C data themselves and make it fit-for-purpose. The solution can work with multiple sources simultaneously, standardizing data into a uniform format before automatically identifying and resolving errors and duplications within the data. Marketers can also supplement and enhance the data from external reference sources, and even apply business rules and calculations to the data to generate optimized segmentations. The result is faster, more accurate and better targeted campaigns that reduce costs and increase marketing’s return on investment.

In addition to the savings to be made from only targeting unique, relevant, active customers, improving data quality is vital in the creation of an accurate Single Customer View (SCV), which can link individual customers’ master data with purchasing histories and other data external to the traditional marketing database allows easy identification of cross-, link- or up-sell opportunities and fine segmentation for more targeted campaigning. Both should deliver early revenues for ROI offset.

In addition to enabling marketers to far more accurately spot and remove duplicate customers, dn:Director for B2C Marketing also helps marketers to identify members of the same household by cross matching names, addresses, dates of birth and any other personal information available, including email addresses.

This allows them to:

• Calculate the lifetime value of individuals and their collective households
• Prevent conflicts where differing offers are sent to co-habiting partners
• Deploy more granular, intelligent targeting of promotional offers to drive increased campaign ROI

How Datanomic’s dn:Director for B2C Marketing solution helps
Click the images below to see examples of how dn:Director’s B2C Marketing solution can help you to build more effective campaign lists. These particular examples are for Financial Services, but the elements are consistent across all industries.

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The first step in the process to optimising your own customer engagements and marketing campaigns is the free 90-minute Datanomic QuickStats Workshop, where your Datanomic team will work through a sample of your data with you to identify and quantify any issues which might hinder the accuracy of your efforts. Click this link for more information about the QuickStats Workshop.