PPB April 2016

Besides, marketers don’t want

vital insights that they could use

to better engage customers to

wind up in inaccessible data silos.

Data-driven marketing

empowers your clients to

respond to each of these chal-

lenges. It’s the strategy of col-

lecting and connecting large

amounts of online data with tra-

ditional offline data, so marketers

can quickly gain cross-channel

insights about customers, then

use those insights to create highly

personalized interactions. Those

interactions can be tailored to

the customer at their point of

need and in real time.

Here’s an example: One dis-

tributor created and now man-

ages a highly successful invita-

tion, enrollment and communi-

cation program for a major

healthcare insurance provider.

The client needed an online por-

tal that could empower care-

givers and elder-care recipients.

The distributor created the

following components:

• A microsite that enables peo-

ple to enroll, view provider

information, set appointments,

learn about common health

topics and more; the site

includes comprehensive

administrative functionality

• A process by which direct mail

invitations, welcome kits and

other materials are delivered

automatically to program sub-

scribers; emails are also sent

automatically

• An automatic reminder tool

that sends appointment alerts

via the subscriber’s preferred

communication method (text,

SMS, email, mail or phone call)

• An online dashboard that

shows program data and

reports in real time; statistics

shown include when the site is

accessed, visitors and page

views, what sections of the

tool are most used, which

resources are viewed and more

• A database to store all sub-

scriber subscription information

TALKING POINT No. 3:

Marketers shouldn’t have to

guess where leads are coming

from or how many targets have

responded. They can have this

information at their fingertips.

Gathering data is only part of

the interactive marketing cam-

paign process. Another compo-

nent is measuring and tracking

data from both online and offline

programs and then delivering

insights through dashboards so

marketers can make sense of it all.

The speed and effectiveness

with which an organization can

turn data into knowledge and

actionable insight have become

key competitive advantages.

Without accurate tracking and

analysis of website activity, email

campaigns, program registrations,

transactions and other online

activities, how can your clients

gauge the success of their efforts?

Recently, a marketing services

provider built a special dash-

board that enables a college’s

marketing team to see a real-

time view of all mailing cam-

paigns. This dashboard and asso-

ciated data can be dynamically

compiled using a calendar date-

range tool. And because of the

MARKET

ING

CUT, PASTE AND SEND

THIS TO CLIENTS:

CHOOSING AN INTERACTIVE

MARKETING SERVICES PARTNER

MANY ORGANIZATIONS NEED HELP

to plan, create

and execute interactive marketing campaigns. Here’s

what to look for in an ideal partner:

• Begins with questions rather than preconceived

notions and is able to articulate what you want but

haven’t yet achieved—more buyers who fit ideal

profiles, increased loyalty from current customers,

higher attendance at an event or in a program,

more engaging communication to donors or

stakeholders, etc.

• Gathers and manages customer data from numerous

sources, thanks to an agnostic database structure

• Provides real-time access to data to drive effective

strategies and promote proactive engagement

• Offers a customer engagement platform that

supports real-time, response-based interactions

that can be scheduled and set up in advance for

automated engagement

• Designs marketing dashboards that are highly

visual and easy to understand, consolidated and

arranged so the information can be digested at a

glance

• Goes beyond charts and graphs to give marketers

perceptive analysis and practical conclusions—

meaningful intelligence that makes sense of

campaign data

• Provides a mechanism to exercise continuous

proactive (direct and unsolicited) and interactive

(responsive and conversational) communication

with customers across a dynamic range of media

platforms

• Deploys campaign management technology

through an integrated platform that can help mar-

keters unify messaging, eliminate duplication,

speed campaign deployment and control costs

• Offers technology that addresses brand control and

compliance across multiple media

54 •

PPB

• APRIL 2016

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