Upper Management
How advances in data collection and management are reshaping targeted marketing
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Sean Norris
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"Data management today includes seamless integration of data from each part of an organization's marketing and operational ecosystem," Becker continued. "Consumer interactions with a brand are recorded in real time and stored within a master data repository."
Becker listed program registration, surveys, purchase transactions, website visits and e-mail responses as some of the main consumer interactions from which data is gathered. Using these sources, he said, marketers can determine varying degrees of demographic, lifestyle and attitudinal information.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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