|
|
|
| Marketing Data Integration |
|
| Where is your data? Possible locations include online sources, offline sources, operational databases, transactional systems, opt-ins and opt-outs to name a few. Data exists anywhere in your organization where you have captured a name, a postal address, a phone number, or an email address. In some data repositories, you may capture all of these simultaneously and
perhaps even a few attributes about them. In other places, you may capture a single piece of data—an email, address or a phone number. Just thinking about all of the places your data resides can be overwhelming, much less trying to integrate
and harness it. |
|
| Dovetail has been expertly integrating data for 15 years. You've heard the buzzwords: 360 degree view, all of your data in one place, and single data source of marketing record. Many marketing database providers lay claim to excellent data integration. But do they really fully integrate ALL of your marketing data? Do they truly excel at it? Or is data integration buried in a myriad of other services they want to sell you? With most database companies, data integration becomes a remnant of their offering, not a vital piece of your marketing database solution. |
|
| At Dovetail, we believe direct marketing success is defined by the ability to fully integrate all of your data into your marketing database. Without it, the value of your most valuable asset—information—is drastically diminished. Data integration is at the heart of every Dovetail marketing database solution. |
|
There are two, equally important, components to data integration done right—Development and Maintenance.
Both must be done impeccably. Without both, your marketing database will fall short and your marketing efforts
will be in vain. |
|
| Development: The marketing database must be developed to support your specific data integration needs. Dovetail's implementation approach includes an in-depth Discovery process, intricate marketing database design, and database update processes tailored to your marketing needs and the nuances of your data. Consider this: Since 2001, every Dovetail implementation has consisted of the same core implementation team, comprised of Dovetail Directors and Owners. |
|
Maintenance: Once in place, the marketing database needs to be maintained and updated, consistently integrating all data sources specified during development. Data must be validated, standardized, and corrected. Duplicates must be identified and rolled together per each client's business rules. List selection and analytics must be supported at the individual, household, postal address, email, phone, account, and unique client-specified levels. Transactional data must be accurately allocated and summarized to create variables for marketing selection and analysis, ranging from the simplest RFM calculations to the most sophisticated
predictive models. |
|
| Integration done properly means the marketing database is always actionable and ready for direct marketing initiatives. To learn more about data integration, how we do it, and how it can work for you, contact us today at welcome@dovetaildatabase.com. |
|
|
|
|
