If you want to liven up a dinner party, ask your guests about customer service fiascos. It won't be so entertaining, though, if your company's name comes up. Fortunately, you don't need to throw a dinner party to find out. Frequently there is information hidden in your company's customer databases that can tell you whether (and how) you are disappointing your customers.
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Marketing success depends on understanding all the ways your customers interact with your company. In this excerpt from Customer Data Integration: Reaching a Single Version of the Truth, authors Jill Dyché and Evan Levy show how "customer data hubs" can boost marketing ROI, including a case study on how ING Insurance Americas benefited from integrating customer data.
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Web-based marketing — search engines, banner advertisements, e-mail newsletters, etc. — provides a torrent of data about who's enticed by a campaign and why. If your marketing department has an industrial-strength data repository to store the results, it can test campaigns and measure results better than ever before. How are cutting-edge companies using the latest in data repositories and data management to get smarter about their online marketing?
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Satori is published by Dataupia, committed to unlocking the power of data for business users with a new class of data warehouse appliance designed for omniversal transparency. Satori is sponsored by the BeyeNETWORK, a comprehensive online resource for business intelligence, business performance management, data warehousing and data quality industry professionals.
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