Wednesday, November 17, 2010
Does just hearing the word data make you want to cringe? Or do you feel a rush of excitement with the endless possibilities that your data holds? Data can be overwhelming. It might be incomplete, it might not be squeaky clean, and it may not be consistent across all of the subscribers on your email list. But don’t let that stop you from creating targeted email messages.
It’s no secret that Data is the New Creative of the real-time web. In fact, long gone are the days of “one-size fits all marketing” But this transformation didn’t just happen overnight, and architecting your data to react in real-time won’t happen at the snap of your fingers either. As my 7th grade algebra teacher would tell us — “K.I.S.S.” it — or “Keep It Simple, Stupid!” Start small, beginning with the data you have highest confidence in and can readily take action on.
Once you’ve taken a deep breath and realized even incomplete data is data (and an opportunity to segment and target), start leveraging all of the tools and resources ExactTarget has to offer to segment your data and drive targeted messages. Start small with groups, personalization, and dynamic content. No sweat, right? Right — leverage your web analytics or CRM data through ExactTarget integrations, taking advantage of Data Extensions and AMPscript.
And that’s only the beginning! ExactTarget’s Interactive Marketing Hub™ will give marketers a single view of what’s happening across all interactive channels in real time. The combination of real-time web, social, and traditional customer data will allow you to deliver the right messages with appropriate creative elements, resulting in marketing communications that not only resonate, but stand out from the competition.
Stop hiding from your data, and start taking action! Your subscribers (and your ROI!) will thank you.