What is Marketing data management?
Marketing channels are ever increasing in the digital environment and as many businesses depend on marketing to generate sales, understanding marketing investment against return on investment is more important than ever in mature marketplaces. Thankfully there are data management tools for marketing agencies that allow them to make centralized data with no-coding required.
Marketing data management is all about ensuring that metrics of your marketing campaigns are aligned with your business venture to reduce excessive costs. To achieve this, you need a data management solution for your business that takes multiple client interfaces, your sources of data, and parses them through a system that puts data into one database. The data management that sits in the middle of these data pipelines takes the data and ensures that it is clean and modified to make it compatible with the same variable in the database.
For example, if you have two or more businesses that one uses, it makes no-sense to having multiple databases and data duplication. For marketing this is messy to get clarity for marketing campaign information. To make things worse, what happens if you are a marketing agency, you would potentially have hundreds to thousands of marketing campaigns, product and e-commerce sites to manage sales for so data management tools for marketing agencies make a lot of sense as well as a non-marketing business. Imagine even if you have one client, they may have many businesses that need to be managed over many e-business sites.
Brand Loyalty
Once implemented, clients account for business brand 1 and business brand 2, now use the same user details and email addresses. This makes email and SMS marketing campaigns much easier to create through client filtering. This means that you are not bombarding the client with irrelevant data due to duplication of details or alternatively save you time sifting through 1000’s of clients looking for duplicates and cross-referencing their purchase history with the campaign they have been added to. Remember, while marketing is to help a user to remember the brand or brands they have used before and get them to purchase again, if you use a buckshot approach to marketing, they will get frustrated and unsubscribe from the brands. So, one of the key things about marketing is relevance, sending content when clients are about to forget the brand or stray from brand loyalty. For example, if brand 1 sells a printer and brand 2 the consumable it makes sense to only remind them to order more consumable from you when it is needed and they are a qualified sale. Furthermore, if you dislodge either brand you are likely impacting the other.
Marketing data management helps you keep the user loyal to each brand through reducing difficult to deal with duplicated data and wasting your time validating for the marketing funnel. Marketing data management helps you filter out clients that do not need to be contacted; that’s right, you need to remove irrelevant clients from your campaigns to reduce their frustration getting another irrelevant email or SMS and allow you to improve client relations through smarter data analysis.
Summary
Data management tools for marketing agencies are highly effective at saving time and money through providing a single data pool for many customer facing interfaces from many diverse providers. This means that instead of repeating a solution for a client and using duplicated data for users, making metrics a headache to analyze a smaller footprint can be achieved with no data duplication of contacts. This makes marketing and sales campaigns easier than ever to tag users and only contact them once, and with relevant information if they buy from the client through a subsidiary business.
