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E-marketing data strategy hinges on data quality
Aug 25 2009, 11:27 AM
An email data strategy could be more effective as a marketing tool, emphasising the need for strong data quality.
This is the claim made by a web marketing specialist, which has found that e-marketing is more effective than using direct mail to entice customers, reports the British Computer Society.
In addition, the company states that businesses can use the internet to develop a profile of their customers and target their products accordingly.
Simon Bird, Technical Director at web design company dotCommerce, told the website: "Email marketing is perceived to be very low cost compared to direct mail and it's too tempting sometimes to email your whole user base and bombard them with offers but that is a really big mistake."
He added that companies would be advised to use the principle of data quality to find out from the single customer view how they wish to receive communication and what they would like it to consist of.
Earlier this month (August 18th) Business Intelligence Manager William Giovinazzo, writing for the website Information Management, highlighted the importance of data quality when implementing a business intelligence marketing policy.
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