Leveraging Data for a More Personalized Experience (Free Webinar Still Available On-Demand)
PHILADELPHIA—October 31, 2014—In the "The Silver Bullet for Driving Sales & Impressions: DATA" Webinar, recently presented by Printing Impressions and Target Marketing, Barb Pellow, group director of InfoTrends; and Luke Heffron, senior vice president, Empirical Insights, at SG360°, in Wheeling, IL, discussed recent trends in variable data, the need to deliver a personalized experience, and how service providers and marketers are collaborating to leverage data and drive sales.
"Data-driven marketing is about collecting traditional off-line data and connecting it with online data, including browsing behaviors and social networks," explained Pellow. "Once all of the data is analyzed, it can be used to produce a highly personalized marketing campaign that is tailor-made for customers."
InfoTrends is seeing is that marketers are drowning in data, with the data coming in from all sides. But companies are looking for ways to better manage that. "Fifty percent of marketers are looking at reports they get, but they still lack key information they need to do an effective job at managing their businesses. One of the key elements that is missing from data is return-on-investment."
Heffron stressed that it is important to understand where direct marketing is today and where it's going. Identifying where the holes exist and finding a solution, along with becoming the expert, partnering selectively and selling actionable solutions, are key starting points, he said.
"Direct mail is still effective, especially when combined with e-mail," he pointed out. "Online companies including Google and trunk Club integrate direct mail into their online campaigns with proven results."
The more than 400 Webinar registrants reported positive feedback. Here are just a few of the comments:
"It was helpful to hear from someone actually doing this, along with great examples and thoughtful sharing."
"The Webinar provided reinforcement of the importance of segmenting and customizing messages to each segment."
"The Webinar confirmed that cross-media is a good path for the graphic arts print provider."