Upper Management
How advances in data collection and management are reshaping targeted marketing
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Sean Norris
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Mannone also pointed out that the process works both ways: Good data collection and management leads to more effective cross-media programs, which in turn lead to better, more focused data.
"In most cases, we are going to use direct mail, e-mail, mobile and social messaging to drive audience members to a personalized URL for them to complete some call to action and receive the incentive we're promoting," she said. "Doing so gives us an opportunity to collect additional data on that individual, verify or confirm the data we have and/or update our data to ensure it is valid moving forward."
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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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