by Swati Sinha, Solution Marketing, Analytics, SAP
Every day, managers and executives face challenging decisions to stay ahead of the competition. They base these critical business decisions on information gathered from multiple sources – and it must be reliable.
Take the example of a marketing campaign. It’s more critical than ever to leverage clean, complete, and accurate data if you want successful results. Incorrect or bad data in your marketing database can waste organizational resources (money, time, etc.) and annoy and possibly lose customers. The more targeted and selective your marketing campaign is, the more important it is to use clean data.
To maximize campaign effectiveness and improve marketing ROI, you need to associate each unique prospect or customer record to a marketing campaign or promotional offer, based on criteria that closely correlate to the customer’s propensity to buy. It’s important that these lists are clean (no redundant or incorrect entries) and accurate. Sending the same promotion to duplicate or wrong targets increases marketing costs and lowers your marketing performance.
View this video to see how SAP solutions help make this process easier and enable you to make smarter decisions with complete, timely, and accurate information for maximum campaign effectiveness.