opinion

By Martin Boddy
April 02, 2008

Martin Boddy writes to Database Marketing in response to a 'Single Customer View' article

Last month's single customer view article (Strength in numbers, Database Makreting, March 08) raised some particularly pertinent issues, especially the role that trigger data has played in improving relevance of marketing communications.

But unfortunately the article stopped short of linking on and offline data with real-time decision making.  Online channels instantly generate a wealth of behavioural data on consumers, and for marketers to effectively act on this they cannot wait days or even weeks for the insight to filter through.

They require systems, like our Digital Brain, that can make real-time decisions on the marketing messages and channels that are best suited to each individual.  This proposition brings together online and offline data in real time and delivers unique contact strategies based on individuals' current and historical data in real time, regardless of channel.  These contact strategies can deliver content across multiple channels - online, e-mail, mobile, call centre and traditional direct mail, and can be based on several levels of knowledge about the user.

The crucial difference is that the decision making process is much more fluid and happens as the customer interacts with a brand.  We have to wake up to the fact that consumers have a better understanding of marketing than ever before and will not accept sloppy communications.  Marketers need solutions which are light on their feet, can work with the slimmest of data extracts and be implemented quickly.  If they have to wait for wholesale IT changes they will have missed the boat.  Only when brands are able to match the breadth of channels and speed of interaction that consumers now enjoy can they hope to meet the demands of their increasingly sophisticated audience.

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