Marketing and Customer Data Integration
Where is your data? Possible locations include online sources, offline sources, operational databases, transactional systems, and opt-ins/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, postal address, or a phone number. Given the many silos where marketing data typically resides, marketing data integration can be overwhelming and difficult. The Dovetail marketing database solution solves this problem.
Dovetail, a database marketing services provider, has been a marketing data integration expert for over 15 years. You’ve heard it said many different ways: 360 degree view, all of your data in one place, and single data source of marketing record. Many marketing database solution providers lay claim to excellent marketing data integration. But do they really fully integrate ALL of your marketing data? Do they truly excel at it? Or is marketing data integration buried in a myriad of other services they want to sell you? With most marketing database companies, marketing data integration becomes a remnant of their offering, not the most vital piece of your marketing database solution.
At Dovetail, we believe database marketing success is dependent on the ability to fully integrate all of your marketing data cohesively into your marketing database solution. Without successful marketing data integration, the significance of your most valuable asset—information—is drastically diminished. Marketing 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.
Marketing Database Development: Marketing database development must support each client’s unique marketing data integration needs. Dovetail’s implementation approach includes an in-depth Discovery process, intricate marketing database design, and marketing database update processes tailored to the nuances of your database marketing requirements. Consider this: Since 2001, every Dovetail implementation has consisted of the same core implementation team, including several senior-level staff.
Marketing Database Maintenance: Marketing database maintenance consistently integrates data from all sources. Marketing 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 Recency, Frequency, Monetary calculations to the most sophisticated predictive models.
Marketing data integration done properly means the marketing database solution is always actionable and ready for database marketing initiatives. To learn more about marketing data integration, how we do it, and how it can work for you, contact us today at firstname.lastname@example.org.
Download Dovetail’s Guide to Marketing Database Maintenance, “Providing Pristine Marketing Data.”