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The Benefits of Agility in a Marketing Database

Posted June 18, 2020

The Benefits of Agility in a Marketing Database

Posted June 18, 2020

Over the past few months, we have all experienced changes to our lives that were unforeseen – requiring adaptability by marketers to continue to promote and sell their products and services. During periods of uncertainty, successful marketing demands flexibility, efficiency and access to the correct resources. One of the most important marketing resources is up-to-date, reliable and complete marketing data, including transactional activity. Having access to ALL of an organization’s most current marketing data, in a usable format, allows brands to analyze and understand their customer and prospect behaviors, remain agile and pivot based on that data. This insight allows marketers to make data-driven decisions about how they go to market—eliminating the need to make decisions solely based on gut feelings and intuition.

A well-structured, marketing database architecture allows marketers the flexibly to add additional sources of marketing data—even when the new data sources will increase the amount of data housed in the database. In addition, a database that is built for marketers allows users to layer in business rules and add new data elements that will help better define campaign audience selection.  For example, during the COVID crisis, many organizations were cutting back on their marketing, while other organizations were expanding based on demand. In order to help identify companies that were still hard at work during the COVID crisis, Anteriad created a dynamic element called Essential Business Flag. This new data element allowed our clients to target only those organizations that were still operating and would therefore be more likely to be in market for goods and services.

Similarly, we created a data element to suppress specific areas and industries known to be temporarily closed. This was a tactic used in the past to accommodate natural disasters like floods and earthquakes and easily help our clients to market more efficiently. These data elements continue to be refreshed as we experience reopening and recovery around the nation, maintaining efficiencies for our clients as they continue to expand their reach.

Our database architecture allowed us to remain nimble, to create and implement ad hoc solutions that supported our clients in a time of crisis and that agility will help them to reform and recover. We stand by our commitment to our clients to develop and execute solutions that they can put into action to help their organizations flourish in the months to come.

How flexible is your database? Are you ready for what’s next?

We are here to help. Cheers to the next phase.

Deborah Lupo
Product Manager, Marketing Technology
Anteriad
[email protected]