National Conference of Database Marketing Session by Devyani Sadh, Ph.D, Data Square
In this session you will learn how to engage and monetize the customer base with real-time database marketing. We will begin by reviewing key considerations in building the foundation for real-time marketing: a marketing database that is designed for real-time applications. Components covered will include real-time data entry, real-time data hygiene, real-time data append, real-time CDI and integration with source systems including a common definition of the customer.
We will then move on to cover real-time reporting and advanced analytics. We will discuss how predictive analytics developed in batch mode can be complemented with a dynamic model scoring engine to realize the benefits of real-time optimization. Finally, we will discuss how marketers armed with a real-time marketing database can deploy real-time cross-channel campaigns designed to create relevance and loyalty.
Examples include communications and interactions in diverse channels such as point of sale, customer service (call center), in-store (sales associates), email, mobile, and social to deliver messaging, customized recommendations and offer optimization driven by predictive analytics.