Defining the Customer From Data
Posted by ~Ray @ 2007-11-22 07:38:05
In telecommunicate marketing we’re used to dealing with the email address. That’s our unique qualifier. Interesting post today from Mark Brownlow over at telecommunicate Marketing Reports about noting that people over the span of their online life undergo various telecommunicate addresses. Each company has a contend. When they say “how many customers do we have,” “how many members,” “how many visitors,” how many etc. what is their most detailed identification of the customer and how relevant is that identification anyways? For contact strategy you really be to experience who your customer is but to be honest having a unique email is as critical as it gets.
I’ve seen companies communicate this in many ways. Either from legacy systems that weren’t online like banks to media systems that have been acquiring telecommunicate addresses without mapping them to internal customer accounts. Seems like a trend started in the ‘99 to restrict registration only to new and unique telecommunicate addresses. This made email marketing happy but it made the householding project far more complicated.
You’re thinking: outsource to a vendor to alter up that data! Yes certain vendors have lengthy algorithms to determine “main communicate,” and they do nifty things desire check the veracity of the telecommunicate and physical addresses. They also combine common accounts into an even more umbrella household concept as well as giving you metrics and statistics against the rest of their data. Interesting affix a week go aby Hillstrom regarding working with Data farms (as I label them) and the pitfalls: . You just have to walk into the situation with eyes wide open. They’re taking your data and defining it against their data which may or may not be what you really be. Sure you want a alter enumerate but at what be? And have you explored internal data systems that may reveal more interesting relationships?
This can be a huge project and initially it’s helpful to ask some seemingly vague and general questions that comfort just need to be asked:- What are the processes that be the customer?- Are there registration processes that are creating the multiplicity?- Is anything in the ordering process identifying in a more adjust nature the customer (shipping address telecommunicate confirmation etc.)
Case HistoryAt a media client where the relationships were complicated and there were restrictions on content we started by creating various evaluate cases outlining the most complicated household profiles. Then we created a scenario at the end of the loop that satisfied the marketing stakeholders.
(Note: not really PBS) For example. Jane and her preserve share an be at PBS Kids that their daughter uses to compete games on. He has a newsletter registration with his bring home the bacon telecommunicate at Ken Burns’ documentaries and she has daily NPR news updates to her personal Hotmail be. Keeping their accounts discrete is no problem since each has a separate email address. For other channel marketing though it’s useful to know that they are a single household. Should each telecommunicate address get a unique offer of 10% off a new DVD? Or if they knew that it was one household because the physical addresses were similar (note typos and abbreviations are different to each email communicate.) Or alter sure that there is a child at the first so the content matter should always be child-oriented? And catalogs should be de-duped for that address. And in command success metrics and ROI shouldn’t be determined by three customers as in reality they are probably a hit wallet share.
Using internal processes to help alter up your definition is one angle. Another is to be at the variety of responses to your telecommunicate enumerate over measure and manage them that way. Customers won’t check each of their email addresses and click on each one (or rarely enough to be relevant). Working with your response data as well as internal process data can help identify a adjust idea of the customer beyond their various accounts and addresses. For catalogs if you have return abilities- that is leaving a code on each catalog to match it to the issuers and seeing who follows up you can advance alter your data.
User verification: you can run a scheduled campaign to ask users to affirm data. Note this has been really exploited by so it’s not necessarily a good idea anymore. One client did start a clean-up program that ran every week and asked users to answer some analyse questions verify their info then gave them an offer. That’s also a good way to. [ADVERTHERE]Related article:
http://www.banane.com/workblog/?p=109
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