Data management, from headache to gold mine

Personalized communications give a higher response and a greater ROI - all marketing managers are now convinced of that. New techniques for offering customized content make it possible to approach consumers 1-on-1, both online and in the 'traditional' way: with personalized printed matter. But smart and effective personalization requires knowledge about your customers: who are they, where do they live, what do they eat, do they like to read? That customer information is not always available. Sometimes customer data is collected, but not organized in such a way that it is useful. Too bad, because that means you miss out on a lot of response, return and success! How can you make the available customer data work optimally for you?

Internet companies such as Zalando and bol.com are good when it comes to customer data. They have grown up with it and have built up a good database structure from day 1. Before a customer can order something, the company has already collected a mountain of data. Not only by asking about it, but also by tracking the search and purchase behavior of customers.

Companies that originate from the mail order sector and that have found the connection to the internet in time, such as Wehkamp, usually also have more than just the name and address details of their customers. They can view the order history of their loyal customers (from the time of paper order catalogues) and use that data to make a personal offer. But the data is often far from complete... If they could turn back time 10 years, they would ask their customers a lot more.

>> Download the whitepaper about Datamagement.