Outgoing information includes; dates, costs and event codes for all campaigns; direct mail, retail, email, Twitter, text or even the ancient telephone campaign. It is critical that each time you touch a customer that information is maintained. With the cost of storage and data decreasing as I write this post, there is no reason not to. Detailed reporting can be derived from this information and you can determine the true value of your customers.
Incoming information includes; orders, returns, “take me off your list,” “do not email me,” “do not call me,” change of addresses, survey information, etc. Again the more you have and maintain, the better.
All this information, literally at your fingertips, gives you the knowledge to understand the what, why, who, when, and how much and makes marketing decisions easier. The key is to have a platform that allows you to do all of this. We will elaborate in later blogs.