Following the success of our latest ‘applications of analytics’ poll, this month it’s time to gather a database marketing benchmark.
How advanced is your use of database marketing techniques?
Do you have the basics in place? Are you targeting inbound & outbound contacts? Are you coordinating or optimising across all channels?
There are some very impressive technology solutions available today in this space. Vendors can easily bedazzle you with targeting, optimisation & real-time capabilities, often now positioned as how to manage the ongoing ‘conversations’ with your customers.
However, my consultancy work with a number of clients leads me to believe many firms still lack the basics or at least a minimum standard across all channels.
So, let’s see behind what today’s sophisticated CRM & Marketing Automation software can do, to what is happening in practice in businesses like yours. (more…)