Clear the Marketing Clutter: Data-Driven Segmentation for Accurate Target Marketing
Data Unification Contributes to Segmentation
Although data is key, many organizations still dismiss a large majority of their data residing on the mainframe. This leaves a valuable pool of what is often the most robust information untapped.
For many enterprises today, the information system that contains transaction history and details mat reside on platforms like the IBM System z mainframe. In addition, the Product Information System (PIM), which houses valuable pricing data and product descriptions, can also reside on the mainframe or on another distributed system platform, such as Oracle or SAP.
An effective data unification strategy makes it easier to unify large volumes of disparate data into a single, consistent data layer. By leveraging today's data unification solutions, companies can:
- Economically connect mainframe data to an automated marketing system, lending to new capabilities for configuration and training
- More accurately segment, target and track customer purchases and interactions using measureable business performance indicators and improved ROI measures
- Integrate data from disparate corporate systems on the distributed network and combine it into one web-based service for a live, real-time connection to automated marketing systems
Data Unification Checklist for Optimal Segmentation
- Review Your Business Goals: Conduct a complete inventory of programs and data elements.
- Gear up for a Simple Rollout: Select technologies that can be easily configured, implemented and managed, as well as those that can be installed quickly and with minimal IT staff involvement.
- Thoroughly Map Data: Pick tools that are simple to use but powerful enough to get the job done. Mapping the data accurately is essential to keeping the project on track with the end goals in mind.
- Leverage Unification to Achieve Complete Data Transfer: Enable access to the necessary data, and be ready to transfer large amounts of data from one place to another.
- Plan for Contingency Troubleshooting: Offer options for systems administrators and data administrators to manage and fix errors.
- Take in the Bigger Picture: Reuse and grow data unification across the enterprise as business needs and objectives evolve.
Personalized Marketing - The Next Frontier
As personalized marketing based on customer habits, spend and overall experience are becoming the driving force behind digital marketing activities, CMOs must look to next-generation solutions to ensure that customer communications are targeted, accurate, and provide an excellent customer experience—regardless of channel. Customer loyalty and business revenue depend on it.