by johnt
9. February 2011 15:52
According to a new report, commissioned by Royal Mail, from Martin Hayward ‘new and plentiful data and insight’ will inevitably lead to an increase in direct marketing.
With this shift it will also make everything measureable and therefore marketers more accountable for their actions. Hayward continues “marketers will now need to embrace the targeting, measurement and rapid response skills pioneered in this discipline.”
The logical conclusion from this is a heightened awareness of data cleansing of historical data amongst marketers and the also the need to speed up the capture and validation of data using postcode lookup, telephone validation, email validation and credit card validation.
If marketers results are to be more closely judged it is going to be important that they start with data they can trust. Ensuring they are not wasting money trying to contact goneaways, also having the maximum number of communication options by using telephone appending and tracing movers.
Once the Cinderella of the marketing mix it would seem that Prince Charming has found that the slipper fits.