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It’stimetounderstandyourdataassets Aconsumer’sjourney,frommailtomouse
‘Diagnose’your Anothermethodof Eachpartofthe sendingwell-targeteddirect
customerdetails, understandingdataisexamining advertising mailisakeywaytokeep
saysColinRickard, howlocalisationaffectsit. andmarketing customerssearching.
MD,DataFlux,UK Internationally,companiesmust effortaffects Atthesametime,itis
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andEurope. linktheirdataprofilingtotheir thepathtowards crucialthatsearchisfully
Companiesview knowledgeofculturalvariations purchase,says integratedintothemixofa
dataconsolidationasawayto ineachregion.Datacanonlybe RossBarnes,headofDigital communicationcampaignsas
generatesignificantcostsavings reallyusefulifitoccursina
byincreasingoperational contextofsophisticated
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Media,ResponseOneGroup. awhole.
GrahamCooper’spieceabout Luckily,theviewthatsearch
efficiency,improvingcustomer understandingoflocal thebenefitofcombiningdirect isanindependentelement
relationshipsandimplementing geographiesandlanguages. mailwithInternetsearch withinmarketingactivityis
moreeffectivedirectmarketing Profilingallowsbusinessesto (‘Powerbehindthepost,’DMI, beginningtochange,with
campaigns.Thisexplainsthe fullyappreciatethestateof December2008)hasfurther marketersfinallyrealisingthat
heavyinvestmentthemarketing customer/prospectdata,leading proventhatintegratingdirect onlinemarketingandsearch
worldhasmadeindata-driven tobetterinformeddecisions. marketingandsearchisthe areunabletocreateenough
campaigns.Butitisimportantto Dataprofilingsolutions waytocreatingasuccessful tractioniftreatedinthisway.
notethatabouthalfthese shouldunderstandspecific communicationscampaign. Integration,ontheother
projectsfailtomeetobjectives culturalconventionssuchas Awell-targetedpieceof hand,helpsensurethata
duetoinaccuratedata. language-specificspelling, directmailcanwellbethe business’smarketingmessage
Implementingadata-led syntaxandvocabularies–failure driverthatencouragesa isunified,creatinganeasily
programmewithoutfirst torecognisedifferencescan customertolookforspecific recognisedanddesirable
obtainingaclearunderstanding reducemarketingeffectiveness. searchwordsonline.Putsimply, campaign.
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oftheexistingdataisliketrying Thedirectmarketing
totreatanillnesswithout industry,perhapsmorethanany Newyearloyalty:theheadrulestheheart
diagnosis:ineffectiveandcostly. other,hasaneedto‘diagnose’
Dataprofilingislikea‘doctor’; datatogainabetter
DrGeorge thelowpriceleader,andthose
identifyinganyproblems. understandingofcustomers.
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Terhanian, lowpricesarenowlookingfar
presidentof moreattractivetomorepeople,
Gulfwidensovercustomerengagement
HarrisInteractive whohaveseeminglyadopteda
Astherecessionbites, profitabilityandcustomer
inEurope,saysa ‘WhybuyBurberrywhen
marketingtraditionalistsmust satisfaction–eveninaslump.
pollbyHarrisshowsmanyBrits, Primarkwilldo’attitude.
modernise,saysRobWalker, Marketersneedtovieweach
Americans,French,Germans, Primarkisnotnecessarily
VPofstrategy customerasanassetandevery
ItaliansandSpaniardsbelieve benefitingfromasuddensurge
andinnovation, interaction,notablyininbound
thecurrenteconomicdownturn incustomerloyalty,though.
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Chordiant. channels,asanopportunityto
w
Thoserelying increasethevalueofthatasset.
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illextendtotheendof2009. Rather,customerswhohave
Asoneconsequence,theysay beenloyaltohigher-endbrands
onthetriedand Currently,only17percentof
theyspentlessduringthe areshiftingtheirspendtoa
tested,butless businessesacrossEurope
recentholidayseasonthanin cheaperalternative,arational
successful engagement benchmarkthehighestlevelsof
previousyears.Asasecond, recalibrationoftheimportance
strategiesandtechnologieswill customerinteraction,yetthey
theyplantospendlessinthe ofcostinthepurchasedecision.
lagfurtherbehindthose aremoreprofitableandboast
futureaswell.Somesaythey Whentheeconomypicksup
embracingmoresophisticated highercustomerretention.
feelgoodaboutthechanges andmoreexpensivebrands
methodsofcustomerinteraction. Intoday’s‘experience’
andclaimtohavenointerestin becomeaffordableagain,many
Thetraditionalists’marketing economy,consumersperceive
revertingtotheirlessprudent customerswillreverttopast
approach,characterisedbypoor theirrelationshipwitha
ways.Buttheyaretheminority. preferences,notleastbecause
service,inappropriatesales companyasacriticalfactorin
Mostsignssuggestthat trueloyaltyisaboutwinningthe
calls,clumsycross-selland determiningbrandloyaltyand
‘value’brandswillwinoutover headandtheheart.Atleastfor
impersonalcommunications profitability.Tomovebeyond
‘prestige’brandsin2009.Those now,theheadhasbecomemore
mustbecomeathingofthe theeyeoftheeconomicstorm,
brandsthatthrivewillofferan importantthantheheart.
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past.Modernists’ traditionalistsneedto
increasingly-rationalbaseof
customer-centric, reconsidertheirmarketing
consumerswhattheyneed,with
SendyourDMopinions:
relationship-drivendirect tactics;‘one-strategy-fits-all’
fewfrills.Theclothingretailer
Nomorethan150words
marketingmodelhastheability technologiesmaynotbethe
Primarkisoneexample.Primark please,to:
todramaticallyimprove routetosurvival.
a100
hasalwayspositioneditselfas
sally@dmi-news.com
12 January/February2009
www.dmi-news.com
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