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2 Tips for Getting the Most Out of your Marketing Database

Marketing Database

As a company, we’ve been hosting and building marketing database for over 40 years.  It’s in our DNA.  Combined with our rich data assets, we know what we’re doing when it comes to database marketing.  In this post we'll discuss data management and integration and why it is the foundation to multichannel marketing.

While the following is not meant to be conclusive, it is a good way to start thinking about ways you can better utilize your marketing database.  A majority of marketers think more about ways they can analyze and engage customers, but don’t always think about the underlying data architecture in which they will do the analysis from. Taking the necessary steps to ensure you have a data management process in place will help you to reach your customers in their moment of need.

Data Management

Data quality is the foundation of any marketing program.  You will not be able to perform any business intelligence or data analysis if the records you are working with are incomplete, inaccurate or old.  Put a process in place that does the following:

  • Standardizes collection within your database across all parts of the organization. The field in which your POS system collects a customer name should be the same field that your web capture form uses – whether it is FNAME, FirstName,First_Name, etc. 
  • Validates and cleanses your data and ensures that records are accurate for use in your multichannel campaigns.
  • Fills the gaps – enhances data to fill in missing fields within a record.  Using a reverse append process to get a physical address or an email, phone, zip code.  You can also append demographic elements and lifestyle interests.

Tip #1 - Work with a 3rd party service provider who has extensive experience in data management and make sure to regularly cleanse and update your files. Remember, data in today's world becomes obsolete at a much faster rate than it used to.


Similar to data management, data integration is a much more comprehensive process.   When going through this process, make sure you are integrating the following:

  • Customer data from across the organization (you’ve standardized your collection at this point, right?) including name, address, phone, email, and a unique customer id.
  • Transactional data which is how large of an order they are placing with your organization.
  • Item data the actual products they are buying

Tip #2 - Do data integration, it's as simple as that.  10-25% of an organization's revenue, and as much as 50% of the typical IT budget may be spent in "information scrap and rework." So ensuring all of your information is in one place will make you a better marketer, and reduce costs associated with data.

Simply put, if you aren’t integrating all data from across your organization into a centralized repository, then you cannot properly and effectively analyze and target your customers.

While these two alone are not meant to be conclusive, they provide marketers the toolsets necessary to mitigate their exposure to revenue loss, by ensuring the data they are collecting and using to target audiences with is actionable. 

For additional information on data management, check out "Big Data Management: Linking cross-channel data to your customer file"

Or, if you want to see how we can help with your data management needs, contact to inquire about a data analysis.  

Author Bio

Anthony Pauley

Anthony manages marketing for Yes Lifecycle Marketing which includes content marketing, lead generation, go-to-market strategies, partner marketing strategies and a host of other responsibilities. Prior to joining Infogroup and Yes Lifecycle Marketing he worked in business development and marketing for Experian Marketing Services. His expertise being around data, data processing and database marketing technologies in both B2C and B2B applications, Anthony brings a wealth of knowledge and experience to the marketing group and is looking forward to establishing Yes Lifecycle Marketing as a leader in the market place.