March 31, 2014

Data integration! Key for a successful marketing campaign

Data integration
Data integration is the key to a successful marketing campaign.

Are your organization’s departments all on the same page?

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Post by Andrew Lisa

Andrew-LisaData integration is a concept that every smart business is familiar with, and for marketing professionals, identifying and unifying separate data entities is especially important. Follow this guide to understanding data integration for marketing professionals.

Marketing data can be spread across many departments in a given company. Huge data warehouses that aren’t linked create a situation where data is scattered across multiple channels. Data integration is needed to provide a common pathway between customer databases, customer relationship management systems, call centers, social marketing campaigns and point-of-sale systems.

Email marketing campaigns

Data integration is a key component of every successful email marketing campaign. The more sources business owners can pull from, the more targeted and relevant their emails can be. Data integration unites fragmented data pools to streamline email-based marketing and reduce both redundancy and inefficiency.

Social media, social marketing

Social marketing is often a reason that businesses discover their data-integration infrastructure is lacking in the first place. Uniting your social media marketing plan into your larger, overall marketing concept is not simple. Harvesting the immense amount of data that comes from social marketing, however, can provide fuel for emails and direct-mail marketing.

Email marketing plus social media

Social media and email were born to complement each other as part of a larger marketing campaign. One simple and effective way to integrate the two is to simply install a “button” for each of your social media pages on every email you send.

Big data in the modern age

Scattered data must be consolidated and made readily available in one central location.

The nature of “big data” – enormous data-collection centers such as those used by national crime databases or real-time traffic providers – is changing as well. In “How to Unlock Big Data’s Big Potential,” Syncsort CEO Lonne Jaffort describes the maturation process big data has undergone in the last few years: “The consumer internet companies that first embraced Big Data technology like Google, Yahoo, Facebook, Amazon and LinkedIn were able to infuse software like Apache Hadoop at the very core of their offerings.”

Big data for big business

More and more large, well-established businesses and government entities want to follow in the footsteps of the tech brands Jaffort used as examples. These established companies, however, already have massive technology environments to handle their data systems that have been built up over decades and which deal with incredibly large transaction volumes.

Consolidating and integrating your data is imperative. Marketing campaigns run on data, and having it doesn’t accomplish anything if it isn’t easy to access, search and retrieve.

Andrew Lisa is a freelance writer living in Los Angeles. He writes about data management for small business. Email him or follow him on Twitter at @andrewscottlisa.
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2 thoughts on “Data integration! Key for a successful marketing campaign

  1. For an organization to be successful especially in their customer service efforts, they have to avoid organizational silos. In today’s world where customer demands are increasing and changing rapidly, all departments should learn to share every customer data to improve service.