"I must have better data information!”
Since my expertise is direct marketing, I am very familiar with that phrase. So I thought for a second or two and did a quick search of our publications in our Library of Marketing to determine when I first heard the phrase. Here’s what I found.
I added the query data management and arrived at 19 posts since the start of 2014.
My Answer then – data mishandling or the lack of a policy what to do with company data.
I shifted from researching my blog articles and looked at the Direct Marketing and Mail Success publications.
OK, this one will work for this discussion because it is another example of disruptive advertising.
I wondered out loud, “Was there more? How far back in time should I go?”
I went back further and found an article from the Fall of 2002, in Direct Mail Success. An article titled “Capture Customers… featuring the latest technology in a CRM program,” which will assist your data in helping you “Capture Customers Share of Mind, leading to an unparalleled increase in your direct mail response.”
Oh boy, I guess mind games are better than nothing. Did it work? Only if you believe in fairy tales.
My point - Start simple, but start and be smart.
Since I began my journey as a small business owner in the 1980’s, the biggest deterrent to success that I faced, was a lack of good quality lists of companies and contacts to target for my customers. However, customers when taught how to start data collection, segmenting and targeting to reach a contact profile, their marketing results were always better.
I received an email announcement from Lindsay Hutter, Senior Vice President, Communications/PR at the DMA & Co-Executive, Data Driven Marketing Institute on Friday, March 11th regarding an upcoming event. In addition, she added the following:
“It’s no question that data touches every one of our lives. DMA CEO Tom Benton wrote last week about the extraordinary power of data and how we as marketers can use data for good. I encourage you to check out his blog here: http://bit.ly/DMABenton “
Here are three simple steps to eliminate data mishandling in your company.
Data mishandling is costly – eliminate it today!
For added insight…
10 Ways to Catch Big Game… while correctly building a database that works!
March 9th article on this blog: Four Questions You Need to Answer While Working with Your Data.
“Together, Innovation, Motivation and Collaboration is the Now.”
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