3 Tips for Managing All Your Digital Marketing Efforts

Eurostar abandoned "one-size-fits-all" marketing in favor of a centralized marketing database, enabling targeted communications based on traveler behavior and profiles. They consolidated marketing and ticketing data from the UK, France and Belgium, as well as North American data from Expedia, merging this information with data from www.eurostar.com, their frequent traveler program, customer contact centers, and customer feedback such as comments, complaints and surveys. Eurostar now better understands both business and leisure traveler requirements, and have seen 100 percent increases in open rates for email campaigns, 50 percent increases in clickthrough rates and a 400 percent increase in average revenue attributed to marketing efforts.

3. Merge Analytics and Reporting
Another important aspect of managing direct digital execution in one place is merging analytics and reporting with the ability to tailor/adjust campaigns, and then being able to interact with the customer from the same central location.

This solution will ultimately deliver relevant communication, provide a better means for segmentation and facilitate optimal reporting on ROI. Marketers at Cisco pride themselves on marketing to individuals, even though the company sells primarily to businesses, governments and other large organizations. Cisco built a centralized data repository so they could create global marketing strategies to be executed locally, around the globe. Their database consists of 20 million marketing contacts, 18 million customer services contacts and 100 million Dun & Bradstreet company profiles, as well as customer contact data from multiple sources, including more than 25 million survey responses. They now have consolidated data for contact and purchase history, enabling upsell and cross-sell campaigns based on sophisticated modeling for propensity and potential value. Better yet, they are able to report on all of these activities quickly and efficiently from a global perspective.