The document discusses the challenges organizations face with siloed data across different departments. This makes it difficult to get a full view of customers and prospects. An ideal framework is proposed with a centralized master database that combines all data sources and applies data standardization. This allows for improved segmentation, communication with customers through their preferred channels, understanding of customer journeys, and evaluation of acquisition programs.

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Key Benefits Driving
Data Management
Investment

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Current Data Management Pain-Points
Many organizations face a common problem:
They hold valuable data on customers and prospects, but
have limited ability to effectively utilize these resources
due several organizational challenges…

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Lack of Centralization
Data is spread out in unconnected silos across
the organization, meaning valuable information
regarding R/F/M, client behavior, response
metrics and more are never brought together to
create a true 360º view of customers and
prospects.

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The Marketing / IT Relationship
The best marketers know that the first question is rarely the final question –
marketing data queries typically go through multiple iterations before the
final parameters are set and having to rely on an IT department already
overloaded with cross-departmental requests means queries can take weeks
to be answered.

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Accessibility
Key executives are unable to access data within
an single platform of record where they can
effectively analyze and utilize it to guide
decision-making around campaign creation,
budgeting, pricing and other activities.

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Ideal Organizational
Database Framework
Input Files:
Acquisition Data
Transactional
Database
Customer / Prospect
Database(s)
External Platform /
Data Silo Sync
Data Standardization & Hygiene
Flag & Remove Duplicates Based on Priority; Merge Data
Centralized Master Database
Appended /
Modeled Data
Campaign Analysis & Creation
Email Deployments Data Export for Outbound
Campaigns
Response Metrics / Feedback Loop

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360-Degree Customer View Benefits
 Combine multiple data sources into one single, easily navigable data
center – customer data, prospect data, credit information, transaction
data and more…
 Append lifestyle and demographic data for greater insights into customer
and prospect bases
 Slice and dice data to understand cause and effect and identify
natural clusters
 Create data segments on-the-fly
 Utilize the dashboard for daily business intelligence
 Develop predictive models for better targeting and lower costs

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KEY PROJECT GOALS
Gain the ability create truly data-driven
segments based on cross-channel data
and elements
- Segment audiences based on R/F/M metrics,
behavior such as inbound inquiries,
disengagement, website visits and additional
online and offline conversions, engagement
and other activity.

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KEY PROJECT GOALS
Improve Audience Communication via
Their Preferred Channel
-Gain the ability to segment and analyze by
response channel in order to improve targeting.
- Engage with timely communications based on
actions taken including but not limited to
purchase/conversion metrics.

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KEY PROJECT GOALS
Improve Understanding of
Customer Journey
- With a complete view of cross-channel
behavior and response metrics, the full breadth
of how audiences interact with your brand and
messaging comes into focus
- Uncover the optimal number of
touches/interactions, including by channel,
required before a conversion is achieved.

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KEY PROJECT GOALS
Improve Ability to Evaluate Acquisition
Programs and Data Sources
-Evaluate campaign effectiveness utilizing both
response, engagement and conversion/purchase
metrics.
- Enhanced ability to measure effectiveness of
third-party data sources to inform future allocation
of budget.

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KEY PROJECT GOALS
Increase Accuracy &
Contact Data Quality
- With data hygiene processes built into
ongoing updates to the centralized database,
waste do to invalid, outdated and/or duplicate
contact data is largely eliminated.
- Where data hygiene protocols were
previously accomplished in-house, those
resources can be freed up to accomplish core-
business related tasks.

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KEY PROJECT GOALS
Create More Effective Customer Profiles
Utilizing a 360º View of Cross-Channel
Metrics
- With a complete set of omni-channel metrics
available in a single point of access, the ability
to accurately identify top, and bottom,
performing audience segments is unlocked.

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KEY PROJECT GOALS
Ensure the Marketing Stack Does Not
Become a Data Silo Pyramid Scheme
- A connected data warehouse will ensure data
from across the marketing stack is combined
with other online and offline sources.
- Connectivity via API and other communicative
functionality eliminates much of the internal IT
requirements around database management
and updating.

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About Data Services, Inc.
Imagine creating an organizational database framework plugged into all your
previously siloed data sources. Now imagine being able to access that
centralized database via a robust DMP which allows you create, track, and
manage campaigns as well as report, analyze and gain insights from response
and other cross-channel elements via a NoSQL platform.
No need to imagine…
With a unique blend of data management platform technology combined with
database building/maintenance and global contact data quality services,
Data Services, Inc. adds value by delivering a true 360° view of your
customers and prospects.

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Email: DSIsales@dataservicesinc.com
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