1. If you think your customers Millie Joan Smith, Daisy Jane Smith, and Billy Joe Jim Bob Smith are the same person ... data not integrated.

2. If people contact homes, residences or businesses only be done through the approach of "blanket" is in the wrong and picnic ... data are not integrated.

3. If you is more afraid of being accused of spam you're eating ... data not integrated.

4. If the e-mail, mail and voice mail is not included with the e-mail female, male and open ... data not integrated.

5. If you think firmographics is the latest trend exercises ... data not integrated.

6. If you think that the integration of its Web site data is something that only Mr. Spock can do ... data not integrated.

7. If you give to 3 different people the same criteria for the number of records, and you get 5 different answers ... data not integrated.

8. If you think that the rotation only applies to the dairy industry ... data not integrated.

9. If you think that modeling is used to find good clients who seek their ... data not integrated.

10. When you take your car maintenance, and think, "wow, that reminds me I do some database maintenance too "... data is not integrated.

We hope you're laughing. Or at least a smile. But in the real world, data integration is no laughing matter. For direct marketing and staff alike, trying to obtain and integrate all necessary data for marketing campaigns Direct is serious and often difficult business. And, for example, say you want to send a direct mail campaign, followed by an email campaign, of non-responders. The basic criteria for selecting the list could be a few deletion, geographic area, transactional and behavioral data, and the number of marketing touches (to manage fatigue), with e occurring at household level, and email to occur in one level e-mail address. On the surface, this sounds like a simple campaign, normal, and intuitive direct marketing. But what about the basic facts to support the campaign? Are the necessary data and integrated? If not, what will it take to get the data ready? It is the data integration part of the campaign marketing, or data ready before the campaign, as should be the case? Data integration is in fact not a laughing matter. For the selection criteria previously, it is likely that the data needed to run the campaign exists in two or three sites within the typical organization, and possibly as many as five or six different places.

The proper integration of relevant data for effective marketing and efficient direct marketing campaigns is essential, and foundation for the success of specific campaigns and direct marketing to the continued viability of the entire program from a direct sales organization. The following data types, while not all-encompassing, are typical of the integrated data an organization needs for direct marketing:

• The client and / or data Perspective

• Multi-channel contact data, ie, postal address, email address, telephone number, etc.

• The dates and transactional data (RFM)

• Multi-managed data level, ie individual, family, residence, single business, email address only, etc.

• Attributes of customers or potential customers, such as interests, preferences, or affinities (may be self-report or attached)

• demographic / lifestyle data

• Data Segmentation

• Predictive model data

• History campaign

• Contact Marketing Monitoring

• Deletion of data (opt-out)

• Data derived, in a region or categories of data from other elements

The above list is a good starting point, but does not address how it is supposed that the data are combined, when it is integrated. Routines and processes should be constructed to standardize, validate and correct data, and factors such as standardization Address and merge / purge needs to be done in the data. For example, what are the business rules for an active client if activated, he went inactive, and now becomes active again? If this type of customer is considered the same as a customer who always active? This is just one example of potentially tens or even hundreds of business rules to be taken into account the integration of data.

It would take several articles to provide details on how to integrate the factual, books are written on the subject, and no two organizations are exactly alike. But the first step is recognizing the need for data integration, and then have a discussion or a series discussions between the marketing and discuss the data that is needed is available and how to obtain and assemble it. In some organizations, depending on their scope, this could be done on an ad hoc project, but the data usually will become obsolete quickly. Great if Marketing and IT can work together to build a ongoing process and database to capture and integrate data in some cases, depending on the needs of an organization, outsourcing, outsourcing or in part, a provider of database marketing may be the best option. The conclusion is that data integration is essential, the scope, complexity and cost are important factors in determining what and how to integrate, each organization needs to determine what is best given all these factors.

About the Author:

Jeff Barela

Jeff is the Chief Operating Officer and Vice President of Business Development for Dovetail-The Marketing Database Company.

As a co-founder of Dovetail, a company that builds, hosts, and provides access to marketing databases, Jeff has been in the database marketing industry for over 9 years and the database industry for over 15 years.

To learn more about database marketing or Dovetail, visit our website at www.dovetaildatabase.com. Don't forget to sign-up for our free eNewsletter to receive more information on database marketing. Or contact Jeff Barela at 303.904.4771 or jeff@dovetaildatabase.com.

Article Source: ArticlesBase.com - Top 10 Signs Your Data… Ain’t Integrated

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