Why Read This
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.