Marketing is easy, right? You only need provide the right offer, in the right channel, at the right time. Simple.  If only the marketers job were that easy. Often, to accomplish our “simple” task, we have to wade through multiple silo’s of data across multiple customer interaction points. And more often than not, we still don’t have a single “point of truth” in our organizations that will help marketers make the right decisions.  Then there is the execution part. One vendor for Direct Mail, one for email, yet another for Behavioral Targeting and Web Analytics. 

While it is true that each marketing channel has its own complexity and detail, there are a few fundamentals of marketing that are applied to all channels, and that is where we can start. To be effective in marketing we must:

• Have a strong understanding of our customer from both a behavioral and demographic standpoint
• Target and personalize our message to create a relevant and timely offer
• Have the ability to identify our customer, define the right offer and serve that offer to the customer in the correct format.
  

It is within these fundamentals that we can begin to optimize our campaigns across channels.

Enter the new era of campaign optimization

The solution resides first in having a solid methodology for data consolidation. One must be able to determine that the Joe Smith that came via search, is the same jsmith@email.com that is registered for the email program and the same Joseph Smith that made a purchase in the retail store. At Entiera, we utilize over 80 different sophisticated methods to consolidate customer data into a single marketing database. This enables the marketer to properly understand both the marketing efforts applied (be it search, email, direct mail, etc) and where the transaction occurred. 

From there, we must have the ability to define the right offer for the customer. The Entiera Interactive Marketign Platform employs a robust reporting and analytics capability that affords the marketer a multitude of methods to define the right offer for the customer. Whether you employ a rules based approach or advanced statistical modeling techniques to optimize campaigns, Entiera Insight can support the effort.

Finally, you must be able to execute and quickly and effectively to the correct channels. The Insight Campaign module can define and execute marketing campaigns across multiple channels and in multiple waves to ensure that you are providing the customer with the right offer in the channel of their preference. The advanced web services architecture enables the marketer to easily integrate with existing vendors such as your Printer, Email Service Provider, or Web Analytics provider to accurately execute and measure your marketing effort.