Comments on: What Are The Possibilities That An Holistic Data Strategy Brings To Your Business?

By: Sean Smith - HotelClub.com

Sean Smith - HotelClub.com — Thu, 18 Feb 2010 01:32:27 +0000

Thanks Will, that’s a helpful set of definitions. With all due respect though, client side marketers generally consider both of these sets of activities are necessary for their CRM strategy, namely because they are driven to operationalise their strategy to pay for their CRM spend. That being said, there is a considerable journey required when it comes to obtaining various data sets, running the various ETL operations to make them usable, overlaying them to form usable customer data-sets and then operationalising the output at a consumer level.

I note mention of the various ESPs in your article as “basic email engines”, which I think is quite a broad and inaccurate description. Whilst they may be concentrating on being broadcast engines, they certainly do a fair bit more than just email, and offer invaluable services in the realm of domain reputation management.

By: Will Scully-Power

Will Scully-Power — Wed, 17 Feb 2010 22:01:10 +0000

The first problem that needs to be addressed in the market is education. Digital and data-driven marketers are still confusing the terminology and definition of CRM vs. Marketing Automation.

I still see briefs weekly (another one yesterday) that had the title CRM Brief when in fact, its wasn’t a CRM brief at all, it was a marketing automation brief.

By: Ad:tech Sydney – Speaking on Holistic Data Strategy | NakedBearMedia | Digital Marketeer

Tue, 16 Feb 2010 06:07:57 +0000

[...] Thought starters on the panel discussion on the Ad:tech Brain. [...]

By: Sean Smith - HotelClub.com

Sean Smith - HotelClub.com — Tue, 16 Feb 2010 05:35:55 +0000

Search is the current leader of customised content – you tell search exactly what you want, and it comes back with pages of customised listings according to your request. There is no question that this has proved enormously valuable to consumers and successful for the likes of Google, so why shouldn’t other business’ take the same approach?

Traditional CRM looks to segment into clusters, because this makes messaging easier for marketers. 5 key segments means only 5 key messages – simple. Email marketers take this a step further with dynamic email generation fed by a rich array of variables gathered from transactional or customer-supplied data, enabling hundreds or even thousands of customised communications messages to be produced on each email drop. But what if you could take this a step further and customise an entire website experience in real time?

This is the challenge we face in the modern world of data-driven commerce. It’s an exciting challenge to work on.