Trends Report

How Interactive Marketers Should Ask Users For Data

Best Practices To Make The Most Of Explicit Data Collection

October 5th, 2011
Ari Osur, null
Ari Osur
With contributors:
David Truog , Joe Stanhope , Melissa Parrish , Sarah Glass , James McDavid

Summary

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.

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