In Part 1, I discussed the data issues surrounding the integration of online and offline data (fifthgearanalytics.com/1stentry). It’s making it increasingly difficult to get the marketing analytics we need to attribute success to the correct channels. It could be the proliferation of channels, the difference in the data sets, generic vs. complicated data models, or the fact that a great deal of online data resides at third-party providers. So, what do we do about it?
Read the full article.
It seems the common refrain these days is “I can’t get the data because it’s housed somewhere else.” Houston we have a problem . . . but are these corporate silos such a bad thing? They are if our goal is to get a complete picture of the customer so we can implement relevant, multichannel marketing programs. Granted, online marketers are all about dialogue and exchanging meaningful information, but once a potential customer raises her hand and says “I’m interested,” then incorporating every piece of data will help us close the sale. And, after all, isn’t this what we’re still trying to do?
Read the full article.
