Archive for the ‘Personalized URLs’ Category

The Dos and Don’ts of Multi-Channel Marketing

Thursday, February 20th, 2014

Building a successful multi-channel marketing campaign is a bit like making a cake. For the recipe to be a success, you need to add all of the right ingredients.

In order to help you do so, let’s take a look at some quick dos and don’ts for executing multi-channel campaigns that will keep your clients and their customers happy.

Learn how you can execute a successful multi-channel marketing campaign by downloading, “The Dos and Don’ts of Multi-Channel Marketing,” free for The Digital Nirvana readers!

Take a moment to read and share this resource at http://ilnk.me/DoDontMMC! Do you have any additional tips for executing successful multi-channel marketing campaigns? I’d appreciate your feedback below!

Can Social Media and Direct Mail Merge Seamlessly?

Thursday, February 20th, 2014

“Social media isn’t a fad, and I think we can all accept that,” said moderator Barbara Pellow, Group Director of InfoTrends, in January’s webinar sponsored by Canon Solutions America.

This we know: social media isn’t a new trend. It has an established yet evolving role within the marketing sector. So the question becomes, how does the print industry integrate social media into traditional marketing pieces, like direct mail, to offer optimal customer outreach?

Renée Hall, VP of Business Development at Dukky, and John Ortiz, Director of Operations and Sales at Your Preferred Printer, give an overview and case-study examples of successful, seamless integrations. The speakers touch on strategies and software tools for merging social media with direct mail, which ultimately bolster a client’s network and increase bottom line sales.

Let’s consider the facts. When 1000+ enterprises were surveyed in 2013, social networks were cited as the number one area in which media usage will increase. In addition, 47% of printed marketing materials were linked to a digital channel in order to reach broader audiences and boost response rates.

Now, how are these social networks leveraged?

In order to answer this question, printers must first start by defining their business altogether. Hall finds that most printers have either transitioned to become full marketing agencies with in-house printing capabilities, or they now characterize themselves as a ‘printer+’. As a printer+, the business presents itself as a traditional printer, but integrates online, digital components to complement mail pieces. “Embrace new technology, keep and expand your services, provide tools for measurement and analytics, and leverage what already exists” are just some of Hall’s suggestions for success.

After updating the business approach, printers must next consider the new role of direct mail. It’s no longer a one-way, exposure-oriented form of communication; rather, it’s an entry point to cultivate a conversation and gather information. Take Hall’s Chick-Fil-A example: 5,000 mailers were sent out to gather demographic information of potential customers and to inform them of the branch’s opening. The postcards featured free food promotions that required online validation. Once online, customers were prompted to take a short, information-gathering survey. Once completed, they were able to receive the promotion and “share” the offer within their social network. On opening day, 14,000 customers walked through the branch’s doors. 20% of which accredited the decision to the direct mailer and it’s online component ‘call-to-action’.

Sounds like one successful way to get customers engaged, mobilized and excited. For more examples of seamless integrations and for the complete list of tips, check out the recorded webinar here:


 

 

Are We Making Cross-Media Accessible?

Saturday, January 11th, 2014

When we read about cross-media marketing, we are most likely to read about sprawling, comprehensive campaigns that involve multiple social media sites, TV, mobile, posters and billboards, integrated dashboards and real-time metrics from global brands. White papers abound from IT services and data management companies like SAS.

It’s as if cross-media marketing has to be big or it’s not effective.

But what is cross-media marketing really? It’s communicating a marketing message using multiple channels or moving consumers from one channel to another to reinforce branding or communicate a marketing message.

That means that QR Codes are cross-media marketing. Personalized URLs on direct mail or email are cross-media marketing. Direct mailers with email follow-ups are cross-media marketing. These are campaigns that are easily implemented, and as long as they are done well, they generally achieve much better results than a single channel alone.

In an ideal world, every marketer would be able to use big data, gain a 360-degree view of the customer, and start, monitor, and measure social media conversations relating to their brands. But if that’s the only way we talk about cross-media marketing, it makes these campaigns sound inaccessible to the average marketer.

It’s time to bring the cross-media marketing conversation down to earth and talk about real campaigns that are really implementable by even small and mid-sized marketers.

How are you helping your customers do that?

 

Personalized URLs: In-House Lists Vs. Prospecting Lists

Friday, December 13th, 2013

On Tuesday, I wrote a post about the changes in perception and expectations regarding personalized URLs. I’ve gotten some great feedback, including a comment I’d like to share here.

Many see anything interactive like a PURL as being a trip to nowhere except a hundred more emails a month, and more telemarketing calls.  It takes time to separate the legitimate benefit from previous pratfalls.

I totally agree with this. In fact, it’s why I have listed as one of the best practices for personalized URLs as using an in-house list rather than a prospecting list. In-house lists naturally come with a higher level of trust.

An exception would be prospecting lists in which respondents want ongoing contact from the marketer. A classic example comes from the Zeiterion Theater (whose case study can be found in PODI’s case study archive). It created a profile of the ideal patron, then sent a prospecting campaign to the desired demographic and invited them to log into a personalized URL for a chance to win free theater tickets. Even if respondents didn’t win, they responded because they were interested in theater and were most likely wanting and expecting additional and ongoing contact.

But the issue of not responding because of concern about unsolicited telemarketing calls is a very legitimate one and one of the reasons that in-house lists can be a more effective channel.

What’s your experience? Do you encourage clients to use in-house lists? Or do you use personalized URLs for prospecting? If so, how do you get around this perception?

Tapping into the New Cross Media

Wednesday, December 11th, 2013

It’s a loud, busy world out there. With so much information available, getting your voice heard is a challenge for any company. For mailing, print, and fulfillment providers, cross media marketing is really vital right now.

A well thought out cross media campaign is one of the best ways to communicate any message clearly, consistently, and in a way that’s relevant to the hearer. Keeping up with cross media marketing trends is an important component of your ongoing success – and that of your clients.

Are you having trouble connecting with customers?

Learn how you can use cross media marketing to better communicate with customers by downloading “Tapping into the New Cross Media,” FREE for The Digital Nirvana readers!

Take a moment to read and share this resource at http://ilnk.me/NewCrossM; your customers will appreciate your dedication! Do you have any comments or opinions on cross media marketing or customer communication? I’d appreciate your feedback below!

What’s the State of Personalized URLs?

Tuesday, December 10th, 2013

Once or twice a year, I update my educational reports and brandable white papers on a variety of topics related to digital printing and personalization. Recently, I updated the one on personalized URLs. What stood out to me?

How mainstream they’ve become. Years back, I remember regularly writing blog posts and articles on how personalized URLs were being unfairly criticized as under-performing in comparison to other personalization techniques. It wasn’t because they didn’t “work.” It was because expectations were unrealistic and they were being used improperly. (Sound familiar? Can you say “QR Codes”?)

I talked about how personalized URLs were not campaigns in themselves, but simple response mechanisms used for the right campaigns to achieve specific marketing goals. I talked about how success campaigns using personalized URLs were often (not always, but very often) being sent to in-house lists, not prospecting lists, and how critical targeting and segmentation were to success.

It really struck me how I don’t write about that anymore. In fact, response rates for personalized URLs and full personalization are equalizing, but not for the reasons one might think.

The ear-tickling answer is that people have figured out personalized URLs and response rates are rising to the level of the super-successful, full-blown 1:1 personalization, but that’s not true. It’s because expectations for what full-blown 1:1 personalization can do on a day in, day out basis are becoming more realistic.

When I first started writing on these topics, campaigns had to be getting response rates in the 20-30% range before they were deemed article-worthy. Today, they have become sufficiently mainstream and the focus has sufficiently switched to ROI that even single-digit response rate campaigns are written about when they are highly profitable. Response rates matters less now than conversion rate and ROI.

That’s good news for personalized URLs, which had a bad rap for a long time. But it’s really good news for everybody because it means, not that the personalized URL market is maturing, but that marketers’ understanding and expectations of these applications is.

What’s your opinion? What do YOU think is the defining change in this marketplace?

Lead Scoring: Don’t Set Yourself Up for Failure

Tuesday, November 5th, 2013

We are hearing about lead scoring more and more these days. As print providers and their customers grow increasingly comfortable with personalization and multichannel marketing, those programs are becoming more sophisticated and automated. That is opening the door to lead scoring, lead nurturing, and trigger-based content delivery.

As you begin to develop automated lead scoring and lead nurturing for your customers, there is a critical point to remember. Lead scoring is typically based on information people input into online forms and triggers the appropriate lead nurturing path that follows. However, people lie.

It’s not necessarily that they are awful, horrible human beings setting out to mislead you. It’s that those online forms are often monstrosities unintentionally designed to frustrate. Respondents just want to get to the information they are looking for (watch a video, download a white paper, access a presentation). They don’t want to spend 10 minutes filling out an endlessly long, frustratingly complex form first. I know I don’t. Consequently, they will often select the first thing on the list — accurate or not — just to be able to move on.

I was reading a great post on Eloqua’s blog this morning that made this very point:

How many contacts have you generated from those who have selected Afghanistan in the country dropdown menu? It’s the first country available in most dropdown lists, and frequently selected to bypass necessary information and proceed to the next option to access gated content.

Amen! If you try to gather too much information, if the level of depth and complexity of those forms is inappropriate to the target audience, you can set yourself up for disappointing results. So when setting up lead scoring for yourself or your clients, don’t just think about the information you want to gather. Think about what respondents are most likely to actually provide . . . and provide accurately. Balance your goals with the likelihood of getting what you want.

The goal with lead scoring isn’t to get it done. It’s to get it done right.

Got any lead scoring disaster stories to share? Sometimes the best lessons are learned while laughing . . .

10 Trends to Define Marketing for 2014 – 10 Experts Weigh in

Monday, November 4th, 2013

As we approach 2014, and all of the marketing challenges that come with it, SourceLink is rolling out our “Ten Trends to Define Marketing” series again, with a twist. This year, we sat down with ten industry experts and asked them what trends they anticipate in 2014 and the years to come. We will be rolling out these articles over the next six weeks – Here are the experts that we sat down with, and a brief synopsis of what they had to say:

1. Ginger Conlon, Editor-in-Chief, Direct Marketing News – “The Virtuous Cycle of Customer Centricity” – Oct 29

Into 2014, consumers will wield the power to dictate how they are marketing to, and marketers are tasked with creating content that is driven by consumer preference. Understanding customer behaviors and preferences will lead to sophisticated micro-marketing campaigns, and marketers will then be tasked with modeling content creation and communications strategies based on how content is being utilized.

2. Judith Hemmel, Vice President of Customer Intelligence, SourceLink -  “Moving From Creepy to Credible” – Oct 31

An overarching theme through several of the interviews is was the extreme importance of mobile marketing. Consumers now have the ultimate choice of whether to engage with a brand, cultivating an environment of permission. This phenomenon will further strengthen the move from push to pull marketing, and messaging must move from “Creepy to Credible.”

3. Skip Henk, President and CEO, Xplor International – “Sitting on the Sidelines or Taking the Leap of Faith” – Nov 5

Human behavior is the true game changer in 2014, and there is tremendous value in how customers allocate their time to take in new information.  Augmented Reality, a still-emerging technology, very well could lead to a print revival. Marketers will fall into two categories in embracing these new technologies, those taking the leap and those sitting on the sidelines waiting for more proof; which Skip sees as the “winners and the losers” in the fight for customer attention.

4. Bryan Yeager, Financial Services and Mobile Payments Analyst for eMarketer–“Social Media and Mobile Craft a Path to Purchase” – Nov 7

Mobile penetration reached a tipping point in 2013, and looking into 2014, past trends converge because of the smartphone and its ability to enhance the customer experience. Marketers using social media up until now have merely been laying the groundwork for the real opportunities for engagement and conversion. Wearable technologies bring flashy new avenues to truly connect with customers.

5. Roehl Sanchez, VP and Chief Creative Officer, BIMM Direct & Digital - “Data Drives The Creative Process, and the Modular Builder Emerges” - Nov 12

Data begins to drive creative decisions, and creative decisions facilitate the use of data. We are entering age of real time marketing, and the definition of marketing and advertising “Creative” is shifting, especially when it comes to mobile design. Marketers must familiarize themselves withmicrocampaigns and start thinking mobile first. The creative professional must start to be a “modular builder,” and embrace a shift toward strong creative rooted as much in functionality as in design.

6. Rich Brown, Vice President and Chief Technology Officer, SourceLink –SOLOMO and the Evolution of Location Based Engagement” – Nov 14

Social plus location plus mobile (SOLOMO) will a gamechanger in 2014, as marketers truly perfect geofencing technologies and make actionable use out of location data using offer-based engines. Data use concerns and privacy legislation gain lots of attention in 2014, and marketing organizations rally to support the responsible use of data. Marketers start to effectively link return on investment between offline transactions and social engagement.

7. John Foley, CEO Grow Socially and CMO InterlinkOne– “The Amazing Powers of Personalization” – Nov 19

2014 will see BIG advancements in mobile technology, which will allow for in-store personalization and other amazing interactions. A surprising amount of companies are still behind the content and social engagement curve in 2013, and will evolve into more social businesses in 2014, with more content being distributed than ever. Personalization sees a surge in the depth and relevancy, paralleling advancements in marketing automation.

8. Ann Handley, Chief Content Officer, MarketingProfs – “Organizing your Company Around Content and the Emergence of Short-form Media” - Nov 21

Marketers have been making content creation a priority, but next year will see a need to allocate resources to dedicated personnel. Next year’s trend will be a wider adoption and need to understand short-form content. Social media engagement leads to emotional connection and a better brand experience. Print remains a crucial part of marketing spend, and continues to claim significant portion of marketing budget.

9. Cindy Randazzo, Vice President Strategy and Insight, SourceLink – “A World Where IT and Marketing make each other Stronger” and  “Multisource Attribution in an Omnichannel world” – Nov 26 and Dec 3

Cindy had so much to say that we will be covering her thoughts over two articles.  First, 2014 brings the realization that IT and Marketing cannot be siloed, as their strengths will make each other stronger and will account for the weaknesses in the other, as the “right and left brain” come together. Big Data becomes relevant for all industries, as it is mined for interests, and used for multiple forms of variable advertising. Consumers start to ask the question “How is it possible that you don’t know who I am?”

10. David Burstein, Fast Company contributor and author, “Fast Future: How Millennials are Shaping our World.” – “The Marketer’s Role to the Millennial” – Dec 5

Companies must make consistent strides towards social responsibility and innovation as core tenets to developing as an organization. “Millennials” (those born in the second baby boom years of 1980 to the early 2000s) have become the most messaged-to generation ever, and marketers embrace emerging technologies and develop new means to stand out. Deep customization stands as central to the communications experience between marketers and Millennials.

To read the entire series, keep checking back to the SourceLink blog here.

The Big Potential of Big Data: A Field Guide for CMOs

Thursday, October 31st, 2013

If you haven’t downloaded a copy of “The Big Potential of Big Data: A Field Guide for CMOs,” it’s worth your time.

Put out by Rocket Fuel and Forbes, it’s a free 22-page report based on a survey of 211 senior marketers designed to gauge their perceptions about the success of their marketing initiatives, as well as their use of and the benefits of big data.  Granted these were bigger companies than most of those in this industry (revenues of at least $500 million and marketing budgets of $10 million or more), but it supports the trend line and will give you great talking points with your customers.

(Download the report here.)

Key data points from the survey:

  • Of the organizations that used big data at least 50% of the time, 60% said that they had exceeded their goals. By contrast, of the companies that used big data less than 50% of the time, just 33% felt they had.
  • More than nine in 10 companies (92%) who had “always” or “frequently” made sufficient use of data said that they had met or exceeded their goals, while just 5% who said that they were making sufficient use of data said that they were actually falling short.
  • Eight in 10 (79%) marketers and advertisers who use big data more than 50% of the time felt they were able to pick out the right audience in all or almost all of their media. This compares with just 35% of those who used it less than 50% of the time.
  • Of those who use big data to drive more than half their marketing strategies, 75% said that they were able to monetize their audience.
  • Likewise, 75% believe their company is making the right media buys, compared with just 50% of those who use big data in less than half of their programs.

There is lots more, of course, but what’s interesting is the focus not just on reaching customers and increasing revenue, but undersatnding customer behavior, including the channels most effective at reaching them.

Also interesting about this report is how it is interwoven with personal interviews and mini case studies that flesh out these issues and put the data into a real-world context.

Check it out.

 

Surveys Say: If You’re Going to Be Best in Class, You’ll Personalize

Friday, August 2nd, 2013

If you’re going to be a best-in-class marketer, you’re going to personalize your content. Surveys of best-in-class companies show this over and over.

A 2012 InfoTrends survey of 1,000+ large businesses, across 10 different vertical industries, found that more than 60% of respondents’ campaigns were personalized or segmented.[1]  A 2011 Aberdeen Group study found that, of “best in class” marketers (defined as being in the top 20% of sales and profitability), 39% were actively “targeting offers to optimize marketing ROI” and “optimizing marketing activities at each touchpoint along the customer lifecycle.”[2]

Notes the Aberdeen report:

With 67% more top performers than other firms (30% vs.18%) ensuring the right message, to the right person, at the right time, the ability to better pinpoint marketing activity to maximize its effect is well-demonstrated by how top performers are refining their strategies.

This is confirmed in an article on Forbes.com posted yesterday, citing data from a Responsys infographic (April 2013):

  • Sixty-one percent of U.S. consumers feel more positive about a brand when marketing messages are personalized.
  • Nearly half (44 percent) of consumers are less responsive to non-personalized or “mass-marketing” messages.
  • More than half (53 percent) are more likely to purchase when a brand personalizes digital communications.
  • More than half (52 percent) trust brands that enable consumers to share their marketing preferences more than brands that do not.
If you’re looking for some great data to nudge your customers into the direction of 1:1 printing, this might be a great place to start.

[1] http://printinthemix.com/fastfacts/show/715#sthash.NdXMVMfp.dpuf

[2] “Analytics for the CMO,” Aberdeen Group (September 2011) http://www.aberdeen.com/assets/report-preview/7065-RA-marketing-business-analytics.pdf

The Role of Social Media for Printers

Monday, July 15th, 2013

I recently read a blog published by Willis Turner entitled “So… Is Social Media BS or Not?” You can read his blog here on Funding Success (I found the article via the Target Marketing email distribution… proof that people do click through on emails!). In his article, he reports on a conference he was at where the keynote speaker claimed that social media, is in fact, BS. This is obviously a controversial topic, especially with how strongly social media has taken off in recent years and how actively companies – both B2C and B2B – are investing in and building their social platforms. But Turner provided more analysis of the comment which got me thinking…

The power of social media is not in the tool itself. The power of social media is in how it connects with the other components of a brand’s marketing and communications campaigns. As my colleague and MarCom guru, Cindy Cumings, would say – Social Media is just one more tool in the toolkit for successful marketers. Direct mail, email, events, SEO, personal selling… if you use each tool the way it is designed, they all come together to form a powerful and cohesive statement about your company, which ultimately generates results.

Turner reminds us to look at the marketing activities which generate revenue – something that social media does not do. So this means direct mail (still bringing in a large chunk of cash flow for some organizations), email, personal selling through a sales force, etc. These components are what brings in customers, influences sales, and at the end of the day, provides a company’s revenue.

So what does this mean for printers? Printers should take a good look at what channels of communication translates into sales, and continue focusing on those. Social media can serve as a way to bolster their efforts and brand image with customers. Continue to be active on channels to promote your printing work, your brand, and your people. If someone has heard of you before, has a favorable impression of your brand, and has even seen a sample of your work online – they are far more likely to become a customer. And remember, a successful marketing program is not built on the success of one campaign, but rather it is built on the seamless coordination of multiple campaigns, channels, and activities all designed to represent your brand.

Targeting: It Goes Beyond Data

Tuesday, July 9th, 2013

When we think about targeting and personalization, we think about data. But what about messaging? The way your messaging gets framed, including the nuances of the language you use, can make or break your campaign.

Here is a case in point.  A recent survey conducted by SeniorMarketing.com found that terms used to describe people aged 50+ are increasingly outdated and offensive by this audience. Most respondents (71%) were comfortable with the term “Baby Boomer,” but only 49% approved of the term “senior.” Nearly half (44.2%) felt that the terms “senior living” and “retirement community” were outdated.

Even worse was the term “nursing home,” which 94% of respondents had very negative associations, and of all the terms presented, had the worst association. Much more effective, the survey found, was language that emphasized health and activity.

So if the traditional terms used in this demographic are now offensive, what terms do you use? Something else! That’s the point. Successful targeting is not just knowing that someone is in the 50+ age demographic. It’s also knowing the style of messaging that is going to be most effective (or not).

What was particularly amusing about this survey, however, was that it was conducted by SeniorMarketing.com . . . ironic when the term “senior” was found to be offensive to 49% of the people surveyed!

Just goes to show you how easy it is to fall behind the trends of changing language.

Survey: Buyers Are Multi-Channel — Are You?

Tuesday, July 2nd, 2013

We talk about multi-channel marketing in this industry, but it needs to go beyond print and follow-up email with a PURL thrown in for good measure. PSPs should be leading their customers in more sophisticated, complex multi-channel programs. Right now, it’s often the other way around.

According to new data from Silverpop and Forrester Consulting, 64% of marketers (out of 157 marketers surveyed) see themselves as either “mature” or “transitioning” multi-channel marketers.

Marketing Organization Stance Toward Behavioral and MultiChannel Marketing

% of Respondents

Attitude Behavioral  Marketing Multichannel Marketing 
Mature

17%

25%

Transitioning

34

39

Beginning transition end of 2013

18

10

Interested, but no plans

20

18

No plans, and not interested

10

7

Source: Silverpop/ForresterConsulting, May 2013

More than half (51%) of marketers also consider themselves “mature” or transitioning in behavioral marketing while most print campaigns are still focused on basic demographics.

B2C companies see themselves as further ahead than B2B marketers when it comes to implementation of these campaigns. According to the Silverpop / Forrester research:

  • B2C marketers reported a higher level of automation in all but one marketing automation category
  • More than half of the B2C marketers claimed to be “somewhat aggressive or at the forefront” of technology adoption
  • B2C marketers also have a better relationship with their IT support
Marketing Organizations “Implementing, Not Expanding” or “Expanding/upgrading Implementation; % of Respondents
Technology/Service

B2B

B2C

Web analytics tool

73%

83%

Email service provider

73

75

Web content management system

71

76

Social media engagement and monitoring

57

83

Campaign management application

55

68

Lead management system

52

46

Source: Silverpop/ForresterConsulting, May 2013

Are you leading these customers or following them?

For a copy of the complete PDF of “Up the Ante in the Year of the Customer,” click here.

Millennials, “The Greatest Generation” and Direct Marketing

Thursday, May 30th, 2013

I am (barely) a Millennial. Born in 1980, I rest on the cusp of what Time magazine recently profiled as the “Me Me Me” generation and described on the cover as “lazy, entitled narcissists who still live with their parents.”

Guess which magazine isn’t getting a Christmas card from me this year.

Overall, the article has received a great deal of exposure and backlash because of the attention-grabbing, slightly hyperbolic title and the overarching assumptions that Millennials crave less responsibility, still live at home and are obsessed with themselves. I’ve read many opinions on this feature that debate the statistics and accusations the article boasts, but the core of what separates the “Millennials” from prior generations is the advancement of technology during their (our) lifetimes.

AdAge makes a troubling assertion (for direct marketers, at least) that “Among other things, baby-boomer marketers need to accept the fact that Millennials have not inherited their parents’ love for the “touch” of paper.” There is some truth to this statement, but as a Millennial that checks his mailbox every day, there is also a major balancing act that every marketer must accept in marketing to Millennials – the same tricks don’t work anymore, they just work in different ways.

Millennials may not “crave” the touch of the physical printed piece, but still will interact with it given the right pairing with technology. Whether this comes in the form of augmented reality, near-field chips or smartphone-based apps and QR code scanning, ways that allow this connected generation to interact with their mail and magazines using a smartphone or tablet will be key in keeping direct mail relevant to this generation. For example, I LOVE to get coupons in the mail, but I’d like it even more if I could scan and save them to my iPhone. The ideals demonstrated by Google Glass also give insight to how this generation will consume information in the years to come. Whereas the newspaper or Yellow Pages may be less relevant to a younger generation, the information contained within will not be.

The past ten years have spawned the buzzword “multichannel”’ marketing, but Millennials are leaps and bounds ahead of the curve. They were raised on multichannel marketing. Television based off of their video games; magazines that point to websites; College acceptance letters that point to social media sites. This technology has never been new to them, so it has become an expectation in the way they do business and the way marketers HAVE to market to them. So there’s another way Millennials are here to save us, they will push companies to try harder and smarter and the best, data-driven messaging will rise to the top.

Marketers are taxed with using all of the data at their hands, especially from “Big Data” via social interactions and from employing advanced segmentation techniques in marketing to Millennials. Without these methodologies, messaging will be ignored, as it competes with the constant stream of stimuli coming from smartphones, emails, social networks, television, postal mail, video games and soon with augmented reality and wearable computing.

Is More Data Better? How Do You Know You Have the Right Data?

Tuesday, May 14th, 2013

When it comes to marketing blogs, there is always a flavor de jour. Currently, it’s big data. If not “big data,” then at least more data. So it was interesting when Thorin McGee, editor of Target Marketing, asked the question, “Can you ever have too much data?”

The question was asked on a LinkedIn board, along with an online poll, and the responses so far are limited and not yet useful, but there were two comments to the post that are worth thinking about.

The line is to stop collecting data, when the cost of collecting it exceeds your ability to use it to improve your profitability. — David Himes (Direct Commerce Advisors)

You can never have enough of the “right” data. Data that is collected should provide insights and [be] collected for the purpose of answering questions that are important for the future health, development and achieving the marketing objectives of the business. Too much data is collected because it can be collected and not because it is useful or needed. And, often or not, not understood or acted upon in any case! — Rob Wilcox (WebMedia Inbound Marketing)

Print businesses are frequently talking about helping their customers collect data, but what kind of data? You append your database and set up PURL surveys to collect all sorts of information, but is that data actually going to help your customers market better? What questions are being asekd to determine which data is the right data to improve marketing results? After all, you can personalize something without making it relevant.

How do you know what questions to ask to make sure you’re gathering the right data to help your customers?