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March 17, 2010 / jasonpinto

Ducking the Data

In the period known as the “old days” (I refuse to specify beyond that!), data was not as easily accessible as it is now. Technology has pretty much made it possible for us to measure everything.

This applies to business…  To the sports world… To entertainment… To our lifestyle preferences… and more.

We have the data, and we can analyze it.

Data Is Changing the Way We Live and Work

Companies have data that shows what their employees are doing, and for how long they are doing it. They should know how often each customer calls for support, and how many times they have communicated with prospects and customers. MIT recently hosted a conference on how data, statistics and analysis is changing the way professional sports teams function. As social media and mobile technology become more intertwined with our life, data that stores where we are, what we love, what we hate, what we buy, who we hang out with, etc., is becoming readily available for many people to see.

And, as more and more businesses move to an integrated marketing approach, not only do businesses have access to the data, but it’s all in one place!

So…. if getting the data is no longer the problem, what’s next?

The Application

Certainly it may be a challenge to actually put the data to use. It was easy to send the same mailer or email to everyone. It may even have been fairly easy to add “Dear [FirstName]” or to put a personalized URL on a mailer.

Can you truly put forth the time and effort to use data to better target people in your marketing activities? Can you truly create and launch personalized materials that go beyond acknowledging someone by their First Name, or their Company’s name?

The data is being thrown at you. Will you grab it and do something with it? Or will you duck?

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