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January 7, 2010 / jasonpinto

Always Build a Better Database

As marketers, we have many things to worry about.   We worry about the creative on our latest advertisement. We sweat wondering if our call-to-action is compelling enough.  We shriek and leap when a new marketing channel comes along.

All those things have importance and value.

But there is one other action that never gets old, and might be more important than everything else we spend our time on.

As marketers, our goal should always be to build a better database.

Here are just a few tips to keep in mind as you work on that:

  • Never stop looking for ways to add records to your database.
  • At the same time, realize that removing records is a good thing (whether it’s due to an opt out, a bounce, or some other reason).
  • Keep segmenting!
    No matter what your business might be, you probably have people that fall into buckets such as “Past Customers”, “Current Customers”, “Media”, “Prospects”, “Vendors”, etc.     Think of each bucket as unique, and as an active container.  Find ways to keep the records up-to-date and fresh.

We may have multiple channels, offers, designers and a whole lot of other great resources in our back-pocket.  But without good data, the work we produce with those resources may fall flat.


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