Once you have a complete offline and online view of the consumers in your database, that information can be matched with data in a consumer lifestyle segmentation system to construct your consumer targeting and acquisition strategies. Consumer lifestyle segmentation systems are comprised of thousands of data points that are integrated to provide descriptive views of buying behaviors, media preferences, attitudes and opinions that help match the needs and dimensions of target consumers on a geographic level.
When launching a program that involves gathering and linking consumer information, particularly online, it is critical to partner with an organization that applies the same industry self-regulatory guidelines around data privacy and a consumer's notice and choice that have been followed for decades in offline marketing. The Direct Marketing Association works closely with many data gathering companies to ensure that the proper internal systems for assessment are in place to ensure consumer privacy.
While marketing across both online and offline channels has rapidly evolved, understanding cross media linkage and utilizing offline data acquisition, cleansing, storage and best practices for data security can prove valuable for even the most digitally attuned businesses.
Kevin Akerman is a senior director, Global Product Development for Experian Marketing Services, a Costa Mesa, Calif.-based provider of marketing services and data solutions. He can be reached at firstname.lastname@example.org.