1to1 - Spring 2009 - (Page 34) > 1TO 1 IN ACTION WHITE PAPER SERIES Panning forGold The insights found in customer data can inspire product, process, and service renewal that help companies outshine their competitors. Most companies are awash in customer data. Whether it’s purchase activity, demographics, psychographics, customer feedback, or Web activity, there is so much information to draw from that the challenge becomes unearthing the invaluable insights hidden within the reams of facts and figures. Crafting fact-based marketing, sales, and service strategies using insight gleaned from customer data is one way companies are gaining a competitive advantage today. In fact, experts say that timely, accurate, cross-channel data is the key to shaping the customer experience, crafting relevant marketing messages, and ensuring a consistent cross-channel experience. Fortunately, as the number and quality of the avenues for tracking and collecting data increase, so do the technologies needed to make sense of all the customer information available to companies today. Advancements in such areas as predictive analytics, lead scoring, and integrated database management are helping companies to consolidate data across channels, achieve a 360-degree view of customers, grab the right customers’ attention at the moment of interaction, create marketing campaigns that align with customer preferences, and boost the ROI of their customer strategies. Not surprisingly, although nearly three quarters of companies house their customer data in multiple databases, 58 percent have launched an initiative or task force to integrate data across the enterprise, according to a recent survey by 1to1 Media. “Anticipating customer needs and behaviors allows a company to proactively engage customers with customized interactions that are both relevant and timely,” says Martha Rogers, Ph.D., a founding partner of Peppers & Rogers Group. “Customers don’t simply want companies to collect information about them—they expect that insight to be used to add value to the relationship.” In the pages that follow, learn about some of the technologies available today that aim to help organizations successfully sift through their customer data to find the nuggets of gold that will help to increase customer value and boost bottom-line results. —Ginger Conlon, Editor-in-Chief, 1to1 Magazine SPONSORS ACCENT | 866.623.0018 400 Missouri Avenue, Suite 100 Jeffersonville, IN 47130 www.accentonline.com | info@accentonline.com Infor | 312-943-0787 500 West Madison, Suite 2100 Chicago, IL 60661 Tony.compton@infor.com | www.infor.com/crm For information on upcoming installments of the 1to1 In Action White Paper Series, contact: Michael Dandrea 203-642-5525 michael.dandrea@1to1.com Managed Analytics Equifax Database Services 500 Edgewater Dr. Ste 525 Wakefield, MA 01880 | 800-660-5125 Peppers & Rogers Group 203-642-5126 901 Main Avenue, Suite 212 Norwalk, CT 06851 | Dara Smith 203-642-5343 dara.smith@1to1.com dbs.sales@equifax.com www.equifax.com/databaseservices www.peppersandrogersgroup.com PRODUCED BY: FULCRUM | 888-245-9450 70 West 40th Street, Floor 10 New York, NY 10018 dking@fulcrm.com | www.fulcrm.com TARGUSinfo | 800.6.TARGUS (800.682.7487) 8010 Towers Crescent Drive, 5/F Vienna, VA 22182 www.TARGUSinfo.com http://www.accentonline.com http://www.infor.com/crm http://www.infor.com/crm http://www.accentonline.com http://www.equifax.com/databaseservices http://www.peppersandrogersgroup.com/view.aspx?itemid=31218 http://www.peppersandrogersgroup.com/view.aspx?itemid=31218 http://www.equifax.com/databaseservices http://www.fulcrm.com http://www.targusinfo.com http://www.fulcrm.com http://www.TARGUSinfo.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.