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For Marketing Leadership Professionals

How Interactive Marketers Should Ask Users For Data

Best Practices To Make The Most Of Explicit Data Collection

October 05, 2011

By Ari Osur with David Truog, Melissa Parrish, Joe Stanhope, Sarah Glass, James McDavid

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Why Read This Report

Data provided directly by customers and prospects is an essential driver of interactive marketing success. But in today's rapid-fire digital landscape, inconsistent standards, technical complexity, and privacy concerns challenge interactive marketers who ask customers for information and permission. The consequence: squandered opportunities for re-marketing and analysis. Interactive marketers should follow best practices and elevate the importance of data collection within their organizations to accelerate database growth, improve customer analysis, and develop higher-performing marketing communications.
Tags: Brand Tactics, Interactive Marketing Strategy and Process, Marketing Ethics, Marketing Organization & Culture
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TABLE OF CONTENTS

  • Explicit Data Collection Fuels Marketing
  • Confront Challenges By Embracing Standards And New Channel Capabilities

  • WHAT IT MEANS

    "Czars" Will Coordinate Multichannel Data Collection
  • Supplemental Material
  • Related Research Documents
 
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