Data Tip: Breaking Down The Marketing Silos

When most people think of silos, they think of the farmyard variety, full of grain. Full due to a big harvest, which by all rights sounds like a metaphor for success, right?. Why then in marketing, should silos be broken down and removed?

The answer is integration.

Do you work in an organisation with eDM platforms, CRM systems, data bureaus, mail houses and call centres all processing campaigns, or finally, a myriad of social media marketing activities running?  As the new world of online channels continues to expand and even more technology platforms become available, marketers are faced with a huge integration challenge.

Our advice to minimise these marketing silos and increase your ability to listen to your customers and respond consistently are:

1. Incremental Data Integrationone by one, begin to join each silo by measuring the ROI and use to gain buy-in for the next silo integration
2. Measure keycustomer behaviourfocus on the top 20 or 30 variables and avoid being distracted by the 100’s of variables available in data these days
3. Fast adaptingas marketing channels continue to evolve, be first to start listening and testing the next few behavioural variables
4. Leverageremoving those legacy marketing silos means you can explore, test and expand on the way you engage your customers – don’t forget to use this ability!

To talk through the range of options available around starting the journey towards marketing data integration or for any help in ensuring you’re getting the most out of your data, give us a call today on (02) 9432 7401.