Many of the nation’s top health insurers and health care organizations are looking to engage members and customers in a more meaningful way using available technologies such as interactive websites and mobile applications. The challenges we find when working with these organizations are that many are not tracking the right engagement information or, even worse, don’t have access to the information in the first place. Most organizations that have robust website will use some sort of web analytics as a component of their interactive offerings, but how are they using this analytic information to improve member engagement and reduce expense?
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Unified Marketing is all about unifying the data across multiple marketing channels. I often cite the statistic from Forrester that more data was created last year than in the history of world up until now. What happens to it? Most of it is garbage and what is good is seldom, if ever, put into an integrated customer database housing both online and offline date. In this article we share some of the obstacles that hold brands back from a truly unified marketing approach.
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