Database Marketing: Data Mining for CRM & Internally

With so much marketing-relevant data available out there it's easy to get overwhelmed. No marketer has time to manually interpret such vast amounts of information and make glean relevant insights to inform their marketing strategy. By the time all the data is processed it could already be on the verge of becoming irrelevant! That's why utilizing database marketing is an excellent way to monitor marketing performance.

Your iPhone can tell you how much you walk on average every day, provide GPS maps of everywhere you go, how much you drive, your browsing data, what music you listen to when you're exercising, what kind of food you prefer when you order delivery... In order to measure marketing effectiveness, local businesses could either pay for this information, or create an app that could collect this information itself. Changes in that data could be monitored before and after a campaign is run by way of data mining. Same with loyalty cards at grocery stores, email lists, browsing trends from ISP’s, and the list goes on.

One way marketing can utilize this kind of information internally is to find out who performs best on their sales team or on their customer service team and find correlative data that might be relevant to their productivity/success.

I’ve attached this obliquely related article from AdAge partially because it’s an interesting take on a specific aspect of database marketing, but mostly because the headline includes the term “offer anarchy,” which I very much enjoy.