Welcome to the Dovetail Blog

A marketing database is the key to mapping a customer’s journey

Marketers who want to view their customer’s journey, must fully integrate or consolidate all of their marketing data before they will see the true picture of their customers. If you are only analyzing the data from your online sales, you do not know if your consumers are also purchasing from other marketing channels. The key to evaluating and acting upon your customer’s marketing journey is to fully integrate your marketing data and leverage that marketing data across your marketing software applications to see the entire picture, not just a piece of the puzzle. Read more on the Adobe blog, How to Map the Right Data to Stages of the Customer...

What are you doing with your data?

A recent study uncovers the truth of customer data integration within companies. Most organizations are collecting data and many feel they have enough data. The problem is that marketers are unable to access ALL of the valuable marketing data they have across their organizations to gleam information about their customers and prospects to help them kick their marketing into high gear. The data is there, but the wealth of knowledge companies should be getting from the data isn’t happening.  To learn more, read Customer Data Integration for...

Are You Ready for the Future of Marketing?

Marketing as we know it is changing. Are you ready for the future of marketing? As we move into the future, innovative new ways to communicate to your customers will continue to evolve and develop. What does that mean to marketers? Marketers will need real-time, relevant data that they can access at anytime. They will need to fully integrate data from social platforms, email and SMS systems, call center systems, transaction and operational systems—to name a few. And marketers will need to be able to take that integrated data and feed it back into the same systems so they have all of the relevant data their organization needs to talk with their customers on a one-to-one basis. Are you ready for the future? Read the article Where is B-to-B Data-Driven Marketing Headed by Ruth P. Stevens at Target Marketing to learn more....

Marketing Segmentation is Key for Multi-Channel Marketing

Marketing Segmentation has become a necessity for marketers today. Consumers quickly identify messages they will look at further and those messages they will not. Therefore, marketers must know who their audience is and what will resonate with them prior to creating an offer or promotion. Marketing segmentation allows marketers to select specific individuals to target for a particular offer—increasing the likelihood your message will be perceived as worthy of attention. In addition, customers expect more from the messages they receive. They assume company’s they do business with know who they are, where they live, their interests and much more in many cases. To learn more, read the article Marketing Segmentation Gives Marketers an Edge in the Market...

The Importance of a Single Customer View

Data disparities are plaguing marketers and impeding the creation of those journeys in many cases—16% of small business, 20% of mid-sized business, 19% of enterprise, 19% of B2B, and 18% of B2B respondents said their customer data systems were not at all integrated. Survey by SalesForce Marketing Cloud The single customer view allows marketers to see and understand their customer’s behavior and their purchase journey. By following the customer’s purchase journey, marketers are empowered to: Identify and remove barriers that keep consumers from completing a conversion Provide timely, personalized content marketing to optimize purchases during the customer journey Identify cross-selling and up-selling opportunities Ensure the proper marketing channels offer the pertinent information consumers want However, according to a survey done by Salesforce Marketing Cloud, marketers are plagued by their lack of ability to integrate marketing data. In fact, the report states that over three-fourths of the senior level marketers surveyed indicated they had no integration or were only partially integrated.  Without a fully-integrated single customer view, marketers struggle to lead their consumers to a successful purchase. A single customer view requires marketing data to be fully-integrated from all internal and external systems containing marketing data, including systems such as CRM, marketing automation, transactional, operational, email, website systems, and third-party enhancement data. Processes must be established to continually update recent marketing data into the database as well as regularly exporting actionable marketing data to the organization’s marketing and sales systems. Marketing data must be maintained by standardizing and performing routine data hygiene processes to provide marketers with actionable, smart marketing data. Skip any of these requirements and your foundational single customer view will...

Effective Multi-Channel Marketing Starts with a Single Customer View

Multi-channel marketing has become a necessity for marketers. Consumers interact with brands through a variety of channels. Therefore, brands need to establish a presence across all consumer touch points—allowing the consumer to select the platform that makes their purchasing journey easy and convenient. Knowing the right channels, the right message, and the right time to interact with your customers and prospects is the key to multi-channel marketing. That’s where the single customer view becomes invaluable. The single customer view allows marketers to analyze their customer purchase journey to uncover valuable insight into their consumers; some common examples are listed below. Touch point sequence leading to purchase Research conducted prior to making a purchase Content marketing that encourages conversion Popular purchase touch points Barriers or gaps encountered during the purchase process Up-sell and cross-sell opportunities Once marketers know more about how consumers become customers, they will be able to define marketing strategies and tactics that will impact the bottom line. Marketers will also be able to personalize the consumer experience along the purchasing journey and ensure consumers have a consistent experience across all marketing channels. Dovetail’s marketing database solution delivers marketers a fully-integrated marketing database that provides a single customer view, which provides valuable insight into the customer’s purchase journey. Dovetail’s marketing database solution includes standard database marketing applications, modules, and custom reporting tools. This functionality provides marketers with immense power and insight—right at their...

Marketers learning the impact of a central location for marketing data

eCommerce retailers are beginning to understand the need for a single customer view to increase sales. And they are learning the key to a single customer view is through a centralized location for all of their marketing data. A central location for all marketing data allows marketers to access their marketing data and get a complete picture of their customers and prospects. In addition, one central location for marketing data allows organizations to feed other systems with the knowledgeable data needed to empower sales and marketing. Read more in the article written by Thomas Schulz at Retailers Lack of Data Strategy Hindering Marketing...

A True Marketing Database Ignites Marketing and Sales Systems

A True Marketing Database Ignites Marketing and Sales Systems The data that fuels marketing and sales systems ultimately leads to the success of your marketing initiatives. Therefore, the pristine, fully-integrated, actionable marketing data found only in a true marketing database is essential to reach your marketing goals. A true marketing database is a powerhouse for marketers. One system of record allows marketers to see the complete picture of their consumers and to perform pertinent marketing functions otherwise unreachable. For example, marketers now have the ability to: Track promotional history Analyze customer purchase behaviors and lifetime value Provide a unified message across all marketing channels Provide pristine, actionable, fully-integrated marketing data to leverage in marketing and sales systems Many marketing and sales systems contain marketing data. These systems may even claim to include a marketing database. However, the term “marketing database” has different meanings throughout the industry. A true marketing database fully integrates marketing data from every system within your organization that contains marketing data. Examples of systems containing valuable marketing data include: Operational/POS transactional Email (ESP) CRM system Call center Web analytics/Web data By integrating all marketing and sales systems within your organization you create a true marketing database that sustains a multi-channel, integrated, single source of record. Salesforce Marketing Cloud recently released The State of Marketing Leadership report. The report states, “Only 17% of respondents said their company had fully integrated their customer data across all areas of the organization”. Your marketing database must not only be fully integrated, but intelligent enough to roll-up the data from each system to the appropriate record level. Record level examples include...

Data Mining and Predictive Modeling Require Pristine Data

In our recent series, we defined the need for Trustworthy, Accessible, Fresh, and Integrated (TAFI) data. TAFI data is important because it empowers successful data-driven marketing. If your organization is engaged in data mining or predictive modeling efforts, it quickly becomes apparent that high quality data is essential. Your learnings and how to execute based on these learnings will succeed, or fail, largely based on your data. Therefore, before engaging in data mining or predictive modeling, it is helpful to answer these basic questions: Does my dataset contain all relevant marketing data available throughout my organization? Will my analyst/modeler be able to spend time on the technical task at hand, as opposed to chasing, cleaning, and fixing data? Is multi-level data integration important to my business? Examples include roll-ups to unique email, mobile number, account, Individual, or household level. Do I have processes in place to keep my data updated on an ongoing basis to support evolving data mining and predictive model adjustment needs? If you answered “yes” to all of these questions, you are ready to start your project. Ensuring your data is Trustworthy, Accessible, Fresh, and Integrated is the foundation of successful data mining and predictive modeling efforts. Future One-Minute-Briefs will continue to provide thoughts on how to use and leverage TAFI data through deployment systems such as Content Management, Marketing Automation, and Campaign...

How Smart is your Business Intelligence?

In our recent series, we defined the need for Trustworthy, Accessible, Fresh, and Integrated (TAFI) data. TAFI data is important because it empowers successful data-driven marketing when it is consumed and leveraged by other systems that require actionable data at their core. Many organizations use Business Intelligence (BI) tools to learn more about their customers and how to market more effectively to them. There are many elegant, visually appealing Business Intelligence tools available in the marketplace. However, Business Intelligence tools create reports and analyses that are only as accurate as the data they are consuming. To ensure the data you use for Business Intelligence is trustworthy and actionable, ask yourself the following questions: Is my data valid, standard, and accurate? Is my data fully integrated from all relevant sources, including online and offline data? Is my data unique at the individual, email, household, address, account and other pertinent levels? Does my data contain third party data such as appended demographics and lifestyles? Business Intelligence tools provide excellent visualization and insight to marketers. To maximize your Business Intelligence tool’s potential, make sure the data you use for Business Intelligence is made of TAFI! Future One-Minute-Briefs will continue to provide thoughts on how to use and leverage TAFI data through deployment systems such as Content Management, Marketing Automation, Campaign Management, and Data...