Data Management — Takin’ Care of Info

“Many (clients) don’t know what data is available,” Sita says. “One of the more interesting aspects of one-to-one marketing and concepts of personalized landing pages is that customers often don’t have the data that can make a program relevant.

“They often have basic data like name, address and contact information,” he adds. “That’s not nearly enough information to make a program relevant. We create a campaign allowing them to ask some seemingly innocuous questions to find out (the end user’s) lifestyle choices and habits: favorite colors, music, genres, what they like to do in their spare time, etc. Based on that info, we can make their mailing piece or landing page more customized, and the piece is more likely to stay on their desk as opposed to being thrown in the trash.”