From the ad:tech session, "Building a Customer Marketing Database-- From A to Z," with Bernice Grossman.
Is your customer data scattered across your company, some in finance, some in sales, some on different platforms or different systems? If it's time for you to aggregate your data so you can get any counts you need, look at your multi-channel business from different views and have all of your direct and email campaigns managed and available for analysis, then this session is for you! Hear from the legendary Bernice Grossman how to get your databases organized-- not just the actual data, but the process by which you go about whipping your organization and data into shape! Bernice will give you a step-by-step road map of the processes to follow from beginning to end, including:• Setting the Objectives
• Putting the Task Force Together
• Finding the Data / Defining the Data
• Describing the Required Functionality
• Locating Potential Vendors
• Writing the RFP
• Putting the RFP Win Process to Work
• Selecting the Vendor
• Designing the MDB
• Setting the Acceptance Criteria
• Signing Off and Taking Off!
Introduction by:
Bill Nussey, President and CEO, Silverpop
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Speaker(s): Bernice Grossman, President, DMRS Group
Format: 1:02:23, 22.2 MB, MP3
