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Integrated databases 'have huge benefits'
May 26 2010, 15:32 PM
Although creating a single customer view can be difficult, having a centralised database will pay dividends in the long run, it has been suggested.
Writing for DMNews, Elissa Tomasetti, Vice President of Marketing at the Financial Times (FT), said the newspaper has "made great strides towards this" in recent years.
"Though complete achievement of the goal is elusive, committing to the journey has proved a rewarding way to create new audiences and revenue streams," she commented.
Ms Tomasetti noted that the database holds information on subscribers, registered users and customers of other FT products.
Having this data centralised has enabled marketers to up-sell and cross-sell products to valuable consumers, she added.
Writing recently for DMNews, Bo Chipman, Senior Director of Account Management at Merkle, noted that delivering a positive marketing experience to potential customers requires a "systematic, integrated, cross-channel" campaign.
He pointed out that cross-channel strategies require good data management and analytic processes.
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