Data Integration and Value Positioning Pair Well
By Chuck SinkIll admit that fast technical talk makes my hair hurt. After all, I serve a more strategic thantechnical role. So, when Im in a meeting with savvy marketing directors who demonstrate theircomprehensive understanding of how data mining, analysis and activity integration drivesbetter sales performance, I lean forward to absorb more understanding of their perspectives.Technology advances have put consumers (including B2B clients) in the marketing drivers seat.It pays to listen and respond to them personally. What if there are thousands or hundreds of thousands of potential customers to reach? How do you respond in a relevant, personal way toeach one of them?
Its all about the data!
Successful organizations the ones doing well despite the current economy are constantlycollecting, organizing, classifying and acting on the data that customers are readily providing.The data include everything from basic contact information to various lifestyle traits andpersonal habits. Social Media profiles have exploded the amount of personal informationavailable. Its all out there but it takes work to gather it. It requires time, commitment, feet onthe street, networking and phone calls. It takes strategy, research, verification, segmentation,entry, storage and management.Marketing data is dynamic and so should be your value messages. This means they should bemodified based on specific interactions with customers and prospects. These interactions aregenerated by active (email, events, direct marketing, experiential marketing) as well as morepassive (advertising, websites) communications.The key is to continually improve and refine your segmented messages to their respectiveaudiences. Proper data analysis and classification is the key to finding your customers varioussweet spots and directing your follow-up toward their preferences. Prospects can actually bespied on in terms of what links they click, how often, and how much time they spend onspecific pages. The reporting tools in email programs and website analytics are very instructiveto how you should follow-up once people have engaged with you online.Following the initial dilligence of collecting and qualifying contact data, both manual andautomated applications can add rocket fuel to an integrated marketing campaign. This newmedia reality leads me to old-fashioned value positioning. That very positioning may becommunicated differently based on what the dynamic marketing data is telling you.