DM p42 Letters Dec08.qxp 02/12/2008 11:05 Page 42
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The Editor,
Get close to turn One size fits all is
Database Marketing,
leads into sales not the solution
55 North Ltd,
Waterloo Chambers,
19 Waterloo St,
S
imon Wajcenberg (“Buy lists, not leads”,
Database Marketing, November), says opt-in lists A
recent feature (“The Search for Single Customer
View”, Database Marketing, October) raised an
Glasgow G2 6AY.
only become leads if the consumer has requested interesting question in the ongoing SCV debate; do
T: 0845 686 0125
information. It’s also true that a sales lead that works they actually help or hinder marketers?
F: 0845 686 0249
E: abegley@55north.com
can be worth thousands of pounds, but one that An SCV is not just a marketing investment, it is a
Please include a full
doesn’t is a costly drag on the marketing budget. company-wide investment, often driven by the IT
postal address with This is one reason why it’s critical to pre-screen department. Trying to manage the disparate needs of
emails. The editor
every mobile phone lead to ensure it’s live, on a different departments with one database can often
reserves the right to
phone network, has been switched on within 24 mean that no one is fully satisfied with the results.
edit letters for length
hours and is not connected to a data device. Whilst the boardroom may have finally recognised
and clarity.
Some marketers who have bought “leads” from the importance of data, there is a danger it has
less-than-scrupulous providers are reluctant to buy on missed what marketers need most: data insight that
a cost-per-lead basis and opt for a mix of payment by they can use right now. Being able to take relevant
lead and by results – good news for online lead gener- offline data and combine it with real-time online
ation companies that know their stuff. behaviour that can be used instantly has never been
Where both lead provider and client are incen- more important. We should never try to make one
tivised to make sales, their relationship becomes clos- size fit all.
er. Sometimes, clients do not have the skills to use Creating a complete picture of the consumer in
leads effectively. In such cases lead generators can terms of the data relevant to a specific interaction can
take even greater responsibility for adding value. be achieved by taking a ‘data lite’ and analytical
No matter how hot the lead, it’s the conversion to approach to database construction and usage. The
a sale that is what really matters and that’s where key is to focus on objectives rather than seeking the
close working partnerships can deliver the edge. panacea for all marketing problems.
Bill Burey, MD, PDV. Nick Earnshaw, Consultant, Jaywing.
Starting with the customer is key to web analytics
I
completely agree that effective integrated channel marketing effectiveness and enhance the user expe-
marketing is hard to achieve (“Getting to the rience through responsible use of collected data.
heart of the web”, Database Marketing, November). What the future holds is an extension of this into
However, this article is very focused on running being able to dynamically update a site based on
reports and technology rather than obtaining the learnings from previous customer behaviour. By
right information to inform marketing decisions, on recognising that someone is a last minute shopper,
and offline. To do this, you must ask the right cus- send them straight to an offer price; if they are a
tomer-driven questions in the first place. Only by browser, give them detailed content straight away.
starting with the customer will you gather the infor- Online customer activity provides a huge amount
mation you most want as they interact with a site. of information which can be invaluable to mar-
Web analytics can provide a huge amount of cus- keters if used in the right way. We should all strive
tomer insight but only if you have the right process- to use this information to give consumers what they
es in place to get the information you need. Used want and when they want it.
correctly, this data can be used to inform many
aspects of online marketing. It is so important to Sue Maclure, head of marketing and business
remember that the point of analytics is to evaluate development, EHS Brand Discovery.
Not all are created equal
Data Management redefined
w: www.ukchanges.com/online e: online@ukchanges.com t: 01926 626300
42 Database Marketing December 2008 www.dmarket.co.uk
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