Upper Management
How advances in data collection and management are reshaping targeted marketing
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Sean Norris
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That means using collected data not just to identify demographics, but also to enhance tracking of those demographics and to continually improve upon existing information.
"Capturing response behaviors and tying that data back to our original data file enables us to see, over time, who responds best to what tactics (direct mail, e-mail, mobile messaging, etc.)," Mannone explained. "We can also see which messages, images or incentives drive the greatest response. In the long run, then, we're better educating ourselves and our clients as to what their customers want and where their marketing dollars are best spent."
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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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