The Data Czar and His Ministers
I live in a relatively small, rural town of 50,000 residents spread over 61 square miles. My specific neighborhood still has a good number of original owners of the development that was built in the early 1960s, attracting those young families looking to escape from the cities and using their GI benefits from WWII and Korea for life in the country. Those early Baby Boomers are aging now, leading to a fair share of emergency calls for assistance. During the last five or six years, I have watched something develop in response to these events which puzzles, amuses and often annoys me. There was a time not long ago when a 911 medical call would bring the local First Aid squad to triage, treat or transport the patient to the ER. Now, however, that same 911 call will bring an ambulance from the neighborhood First Aid squad, the local volunteer fire department and the town police department for the initial evaluation. And then, very often in more serious cases, the Regional Trauma Ambulance will be brought in for transport and treatment. Aside from the fact that every one of them will look to bill an insurance company, the overkill of five response teams converging on a single location is wasted time and effort.
That, my friends, is a perfect real world analogy to the cursed data silos that are always lamented by marketers and database analysts. Every team and business unit wants more than their piece of the communal data pie, but hold on tightly to their own secret stash of hot leads and information.
In larger towns and cities, especially those looking to implement shared services, you now see more appointments of a single public safety director covering and coordinating all police, fire and emergency service departments rather than having individual chiefs for each.
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 firstname.lastname@example.org or follow on him on Twitter at @vbpickett.