I saw the best slide the other day from Forrester Research. You can see it here.
In one easy graph is the validation of what I’ve been pounding the table about for 5 years (really 20)
The problem with Database Marketing is not the Data. The problem is executing on the data. From Dry-cleaners to Fortune 100 companies, they all have the same problem…they have invested in data that they can’t use.
I had a client who spent millions with E.piphany who is still doing segments (batch & blast) with their email. “Oh” I said “how many segments do you use?” Answer: “We use five”……
“Wait!” “You mean to tell me you spent millions on a data system and you use the same level of personalization as my Pizza shop does with an Excel Spreadsheet??”
Of course this was a really fun conversation for me.
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