In an article published yesterday on AdAge.com (“More Marketers Want to Get to Know You: CRM Surges as Brands Demand Measurable Results” By Michael Bush and Rupal Parekh )the venerable advertising publication notes that more and more advertisers are turning to CRM as a way to increase customer intelligence and quantify results. I couldn’t agree more – Accountable Marketing is bigger than just Direct Marketing and is becoming a more and more important component of the overall Advertising Mix.
While I am encouraged to see that general advertisers are looking to database tools and analytics to help them improve their customer insights; its important not to abdicate goals, objectives or control to the CRM vendor but rather leveraging the vendor’s expertise and establish an accountable marketing discipline that fits your business. In an earlier post I discuss the importance of data quality and integration, it is important to note that with the increasing spend on CRM that the AdAge article mentions – all of that investment can be put at risk if the basics are not followed. And beyond setting up a CRM solution – What do you plan to do with the data? What questions are going to be asked? And how equipped is your organization to implement any findings that you glean? If you look at Marketing / Advertising Accountability as a systematic approach to continuous improvement rather than a point in time project your chances of success increase dramatically. Good luck…
Plurk This Post 
Buzz This Post 
Delicious 
Digg This Post 
Ping This Post 
Reddit 
Stumble This Post
