Database marketing: transform your analysis
Posted: Wed Jan 22, 2025 3:24 am
Discover how a data lake for your marketing database enables access to rich marketing data, increased program effectiveness, and maximum visibility.
The technology-driven transformation that can be seen in any marketing database is a simple reflection of the changes that this business area has been experiencing in recent years . The advantages of digitalization are access to enriched marketing data that shows us the effectiveness of the initiatives underway and visibility into customer behavior. The downside is that with each new marketing application that is implemented, an additional marketing data silo is created.
The impact of this comes down to disconnected and low-quality marketing data, which negatively impacts business performance. It’s a dilemma, but once identified, it’s easy to turn it into a surmountable challenge.
In a digital-first world, maturity is achieved with paytm database data management
The evolution of the marketing database
Just a few years ago, we had islands of sales data and more than one marketing database, all disconnected . This reality made it difficult to gain a single view of the customer across functions and channels. There was also a lack of visibility into the aggregated view of the customer, so it was not possible to understand the end-to-end customer journey.
Fortunately, today we strategically manage our data:
We've automated the process of improving the quality of marketing information and even unified the data in one location.
We have built a solid database foundation that enables us to power marketing and sales processes and big data analytics with big data.
It is now possible to connect the dots throughout the customer's entire purchasing process.
This is what being a data-driven company is all about. Being data-driven is not just about using the information contained in a marketing database, but about making it usable .
The data lake to boost the value of the marketing database
The Marketing Data Lake brings together online and offline marketing data, enabling us to see the end-to-end customer journey, better understand consumer behavior within and across accounts and channels, and gain the insights we need to better serve them.
While marketing teams are investing in automating their processes, they often overlook the opportunity to automate marketing database management processes . And that’s paramount because:
There are many different marketing applications.
None of them are connected to the others.
Sales and marketing teams struggle with a fragmented view of customer accounts and contacts.
Performance is degraded because many people need to manually collate data into spreadsheets.
The technology-driven transformation that can be seen in any marketing database is a simple reflection of the changes that this business area has been experiencing in recent years . The advantages of digitalization are access to enriched marketing data that shows us the effectiveness of the initiatives underway and visibility into customer behavior. The downside is that with each new marketing application that is implemented, an additional marketing data silo is created.
The impact of this comes down to disconnected and low-quality marketing data, which negatively impacts business performance. It’s a dilemma, but once identified, it’s easy to turn it into a surmountable challenge.
In a digital-first world, maturity is achieved with paytm database data management
The evolution of the marketing database
Just a few years ago, we had islands of sales data and more than one marketing database, all disconnected . This reality made it difficult to gain a single view of the customer across functions and channels. There was also a lack of visibility into the aggregated view of the customer, so it was not possible to understand the end-to-end customer journey.
Fortunately, today we strategically manage our data:
We've automated the process of improving the quality of marketing information and even unified the data in one location.
We have built a solid database foundation that enables us to power marketing and sales processes and big data analytics with big data.
It is now possible to connect the dots throughout the customer's entire purchasing process.
This is what being a data-driven company is all about. Being data-driven is not just about using the information contained in a marketing database, but about making it usable .
The data lake to boost the value of the marketing database
The Marketing Data Lake brings together online and offline marketing data, enabling us to see the end-to-end customer journey, better understand consumer behavior within and across accounts and channels, and gain the insights we need to better serve them.
While marketing teams are investing in automating their processes, they often overlook the opportunity to automate marketing database management processes . And that’s paramount because:
There are many different marketing applications.
None of them are connected to the others.
Sales and marketing teams struggle with a fragmented view of customer accounts and contacts.
Performance is degraded because many people need to manually collate data into spreadsheets.