Key Obstacles to Database Marketing
Internal Environment
- Prevailing Business culture
- Lack of understanding of objectives
- Cooperation and commitment
- Decision making style
Technical
- Database Architecture & Design
- Data Maintenance
- Data Capture
- Data Models and Performance Measures
- Buy or build decision
Marketing Implementation
- Failure to Track ROI
- Failure to Segment Data
- Failure to Personalize
- Failure to Send Relevant Offers
- Failure to Track Customer Feedback
Many business-to-business companies invest heavily in database marketing. But due to avoidable glitches database marketing fail to impress on the ROI front. In the next post, I'll give some special tips to improve service and profit from database marketing.
Thanks,
Moris
