Upper Management
How advances in data collection and management are reshaping targeted marketing
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Sean Norris
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Mannone elaborated. "We're typically looking for first name, last name, company name, title, e-mail address, phone, etc.," she stated. "Ideally, we would get additional data like title, gender, age, length of relationship with company, birthday, last engagement/order, etc."
She noted that while third-party lists can be used to supplement data, it's not always about the amount of data obtained. "Most organizations have enough data [on hand], they just don't know where it all lives, how to get it one place and how to leverage it as a real business asset," Mannone said.
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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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