tag:blogger.com,1999:blog-34368959.post3299689908256638338..comments2024-03-14T04:20:55.807-04:00Comments on Customer Experience Matrix: Clarifying the Differences Between Database and Digital MarketingDavid Raabhttp://www.blogger.com/profile/03489754392712536104noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-34368959.post-22274797573909391702010-02-08T19:25:02.298-05:002010-02-08T19:25:02.298-05:00I totally agree. Digital interactions should be p...I totally agree. Digital interactions should be posted to a central database and linked to identifiable, addressable individuals whenever possible. This should be a major priority, and both the Coremetrics and Alterian surveys suggest that many marketers recognize this. <br /><br />What prompted the posts is my belief that many marketers fail to recognize that the two groups of marketers are very different, which will lead them to underestimate the challenges in getting the two groups to cooperate. Specifically, there's a risk that digital marketers will discount the value of the central database, and that database marketers will discount the value of any data that can't be linked to an individual. Both errors would reduce the chances of companies investing in that central database, even if they recognize that a perfect one would be useful in theory.<br /><br />The other point I was trying to make is that it's easier for marketers to work in both types of channels than it is for vendors: the marketers can just hire separate agencies for each, while a vendor must expand its capabilities into an unfamiliar area. The ExactTarget survey showed that very clearly. I'm not saying it's impossible for one vendor to do both, but, again, just trying to make people aware that it's not a natural extension of either business.David Raabhttps://www.blogger.com/profile/03489754392712536104noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-29820212323310122632010-02-08T18:48:29.211-05:002010-02-08T18:48:29.211-05:00I've read this series of posts with fascinatio...I've read this series of posts with fascination David, and contrary to the comment yesterday's post received, I'm inclined to your point of view. What's less clear to me though is what this means? If database marketing is about capturing data and using it to drive subsequent interactions, then should "digital" marketing be another data source? As you say, "digital marketers...have opportunities to manage interactions, but often know only what has happened during the current interaction itself", which as you point out is certainly valuable. But if these interactions can be related back to an "addressable, identifiable" individual, can the baton then be passed to database marketers? Website behavior and even social media activity, if/once linked to an individual, can inform future engagement, even if this is what is presented at the next website visit (as opposed to an old-school "push" message, like email.)<br /><br />Existing marketing automation platforms, such as Eloqua, already track anonymous visitors and tie them to an identity once it's established, of course. So perhaps this is where database and digital marketers need to engage each other, feeding from each other's ability to capture, store and react to prospect and customer engagement in a virtuous circle of every greater insight. And hopefully the individuals at the center of all this (let's not loose sight of them!) benefit from this, with relevant, timely communications. Which is surely what we're all trying to achieve?Marketing Insight Guyhttps://www.blogger.com/profile/12409559670355493593noreply@blogger.com