Clue Me In, Please
So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to find the perfect 360-degree view of your clients. You have diligently sought out every feed of data you can get your hands on, analyzed it all every which way you can imagine, and have come up with a complete list of historical views, tracked trends and have formulated a plan for future growth. You create a killer slide deck for the executive presentation, practice every poignant detail and rehearse every quip with just the right pause for reaction included. The morning of the presentation comes and you are all set. None of the poppy seeds from the morning bagel are stuck in your teeth, your pitcher of water is set, all the tech gadgets and lighting are functioning perfectly, and off you go. Everything is going smoothly through the first segment, where all the facts and figures from all your research line up just as they should. All eyes on the screen, no one peeking or poking at their phones … and then … it happens. Innocently enough at first, out of the corner of your eye, you see someone lean back in the chair and raise their hand with a question.
Halfway through that question, as the floor is dropping out from under you, you discover that a whole segment of the business never made it into your analysis. How could that happen? You tracked down and incorporated every source, every feed and every kind of data that was known. Except now, you find out about the secret sauce. The double top secret source of key results and revenue that somehow makes it into the corporate financials, but there is no paper trail or general knowledge of the details around it.
Vince Pickett has 30 years of direct marketing data management expertise across multiple channels and industry verticals, utilizing a wide variety of management and analytic tools for both B-to-B and B-to-C success. Pickett has seen award-winning excellence and the good, the bad and the ugliest of practices used by clients where he and his teams have built or come to the rescue of client organizations. In his career with several service provider companies or as an independent consultant, Pickett advocates for clients to maintain the highest standards of complete and accurate information for every customer, prospect or lead being maintained within the marketing database. Above all else, clean data provides every marketer with the foundation needed to segment accurately for the most efficient programs that provide the greatest ROI.
This blog will look at recent findings, review the latest breakthroughs, ask questions about topics of debate and talk with industry leaders about what is on their minds. It will also, as the title suggests, keep things not quite so serious all the time.
Contact Pickett by email at email@example.com or follow on him on Twitter at @vbpickett.