…You can’t beat the system…

It was interesting to read the special report by Richenda Wilson (MW May 17), and particularly the thoughts of several contributors on the data that organisations capture on their customers.

I’d agree that there are still many firms that don’t collect the right data to understand customers, and consequently do not drive better contact strategies. These organisations seem to fall into two camps.

The first type rely on individual campaign managers deciding on the data to collect on a campaign-by-campaign basis. With the high volume of campaigns, and the short average tenure of marketing staff, it’s easy to end up with small pockets of data which never overlap enough to be usable.

The second, equally wasteful group adopt over-adventurous strategies and try to gather swathes of customer data. Customers are bombarded with lengthy surveys, or forced to complete arduous forms to register on a website. The danger of this approach is that it irritates customers, and on top of that, very little data is ever used.

Clearly, the best approach is to develop a clear data strategy to ensure that relevant and useful data is collected. Perhaps marketers should focus on developing a strategy today, or use experts to help them see their customers as individuals rather than a mailing list.

Roger Luxton

Head of consultancy

MarkIT Information Services

Newbury

Recommended

First in the same job, twice over?

Marketing Week

I have read Marketing Week for many years and have always been impressed by the way it covers marketing news in depth and at speed. Sometimes, however, the subbing goes a bit astray. “Jazz FM hires its first head of marketing” offers a good example. “Jazz FM has appointed Nicola Young as its first head […]

Jones loses out to Heyer in Coke global dogfight

Marketing Week

Coca-Cola international president of new ventures Steven Heyer is expected to take control of the soft drink giant’s global marketing strategy in addition to his existing reponsibilities. Heyer, who joined Coke from AOL Time Warner’s Turner Broadcasting System last month, is understood to be taking on responsibility for setting global marketing direction for Coke’s mainstream […]

Comments

    Leave a comment