- Consider every way that your customers are interacting with you. Start big and look across channels, platforms/devices, and both online and offline. Many companies today depend on an email-centric marketing database, yet modern buyers expect a relationship across all channels—email, Web, social, SMS, check-ins, etc.
- Determine what data would enhance the experience. Prioritize the importance of pieces of data, depending on which types of information would be most helpful. This will help you down the road as you're deciding where to begin in your move toward building a revitalized database.
- Think about how you might capture and integrate this data. Different pieces of data will require different legwork to capture. To capture a contact's cross-platform activity and build a full view of their digital identity, you'll need a plan.
- Look at outside experts that can append additional data to your records. In some cases, there may be gaps in your data that third-party vendors can help fill. Let's say you want to change your website content depending on a visitor's profession but you lack the resources to collect this data. A third party could append these industry classifications or codes, allowing you to transform the customer experience more quickly and effectively than you could on your own.
Emma Hall on 03.26.2015