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March 2010
Measure Twice, Cut Once:
3 Essential Steps to Take Before
Investing in Marketing Technology
04/18/2023 2Confidential © SIGMA Marketing Group 2010
3 Steps to Take Before Investing in Marketing Technology: Overview
How are your strategies to engage with customers working? And… How will you develop plans to take that to the next level?Didn’t your father ever tell you this?
“Make sure you measure twice, and cut once.”
Nothing beats solid preparation and planning, whether it’s painting, building a bookshelf, developing a predictive model or investing in the right marketing technology platform.
04/18/2023 3Confidential © SIGMA Marketing Group 2010
Time and time again, companies become overly aggressive with their marketing database, campaign management and business intelligence plans.
In many instances, they end up in a position where they are investing thousands, and in some cases, millions of dollars in marketing technology before really developing a strategy for how to leverage this investment.
Seriously?
3 Steps to Take Before Investing in Marketing Technology: Ponder This…
04/18/2023 4Confidential © SIGMA Marketing Group 2010
Unfortunately… Yes… Seriously. Sad isn’t it?
Does any of this sound familiar?
“We need a better database”
“I can’t get timely reports or customer data”
“IT takes too long to get me the information I need”
If and when you hear these things – run for help immediately!Not sure where to go for help? Continue reading…
3 Steps to Take Before Investing in Marketing Technology: Ponder This…
04/18/2023 5Confidential © SIGMA Marketing Group 2010
For customer data management and marketing technologies to be
fully capable of fulfilling multichannel communications objectives,
there are 3 essential steps to takeBEFORE investing in marketing technology.
04/18/2023 6Confidential © SIGMA Marketing Group 2010
Step One: Up Front Analytics
It is amazing how many companies either assume they can run segmentation and profiling during or after the technology is in place. Conducting the right marketing analytics needs to be done up front.
This is such an important step . Identify where and how to best achieve your strategic objectives.
Develop the key metrics for your ongoing database marketing at this stage as well.
04/18/2023 7Confidential © SIGMA Marketing Group 2010
Step Two: Customer Contact Strategy
You’ve done your profiling (in step one), now you can lay out the future strategies for messaging streams to reach your objectives and maximize their results.
The findings from this step can be used to build a communications roadmap and a plan that can be used to “test and learn” to achieve better marketing results and customer engagement.
You also want to take those findings to build out the required marketing technology requirements when they have been proven to drive positive ROI.
04/18/2023 8Confidential © SIGMA Marketing Group 2010
Step Three: Marketing Technology Assessment and Roadmap
You’ve completed Steps One and Two. Now you need to assess the current technology and automation readiness of your organization.
Include detailed recommendations for technology components and timelines you should consider as you plan to support a more robust database marketing program and investment.
04/18/2023 9Confidential © SIGMA Marketing Group 2010
Why Measure First?
It may sound like more work, but the time and effort spent up front “measuring twice” will pay off.
By looking at:• your strategic customer segments, • your required contact strategies, • messaging streams, and • the expected ROI from these actions,
You will be better informed to make the best marketing automation investment decisions.
04/18/2023 10Confidential © SIGMA Marketing Group 2010
You’ll be the Hero!This Could Be You…
04/18/2023 11Confidential © SIGMA Marketing Group 2010
Engaging your customersthrough analytics, strategy and
technology
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