Using intelligence to create relevant messages

We’re taking another look into the upcoming 2013 Digital Marketer Report. In this post our focus is on the data quality needs of multichannel marketers in order to connect with customers in relevant and meaningful ways:

The multichannel environment is changing the way companies message to consumers. Today, connections happen across various channels: through telephone conversations, on Websites, on mobile devices and across a multitude of blogs and social media sites, in addition to in-person interactions.

To create meaningful interactions, organizations need to be able to make real-time, dynamic offers. To achieve that, marketers need consumer demographic and behavioral details to better understand individual need.

As the need to provide these meaningful, relevant connections grows, many companies are appending third-party information to consumer records. In fact, according to a recent Experian QAS survey, 63 percent of businesses append third-party demographic or behavioral intelligence. This information is used it to enhance loyalty efforts, tailor emails with specific offers and change Website displays to target prospects more effectively.

While third-party details can provide a wealth of information to aid in message development, for maximum impact the information needs to be appended at the right moment. The appended details also should be combined with customer buying patterns and purchase history. While many marketers talk about creating this type of strategy, few have actually achieved it.

There are four steps organizations can take to start implementing real-time consumer intelligence.

  1. Clean internal data: The key to real-time consumer intelligence is the ability to marry lots of different information quickly, in order to provide relevant offers. Accurate data allows businesses to more easily search information, combine duplicate records and gain insights.
  2. Clean incoming information: Ensuring the accuracy of inbound information provides two business benefits. First, verifying contact data at the point of entry improves the accuracy of inbound information so organizations can get more from marketing efforts. Second, it ensures that a business can get more accurate matches from third party data providers, who frequently use contact information to identify intelligence.
  3. Enhance searching capabilities: Most databases require an exact match to identify an existing record. Enhance capabilities to allow for matching, even with minor errors, to aid in pulling and truly understanding internal data.
  4. Plan: Simply having data isn’t going to make campaigns more effective. Marketers need a strategic plan for intelligence gathering and must be able to articulate which data they need to achieve their goals. Businesses should review what they want to accomplish by appending information and decide which attributes will help them succeed. They should use this step to build a complete prospect profile that will enable targeted offers and create models that will actually allow them to execute on that plan.

For more ways to succeed with multichannel and cross-channel marketing, pre-order The 2013 Digital Marketer Report today.

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