In addition, if you are using an integrated system with a business rules engine for personalized print, Web, and e-mail communications, you can maximize the reach of your next interactions with even more accurate and relevant information. This type of solution should also allow you to create business and logic rules that define how the data goes back into the database.
As you can see, data management is a critical task before, during, and after every campaign. However, if you follow these guidelines, your client’s campaigns will be more accurate, relevant, and successful. And that means more business for you and your client.
Phil Rose is the former product marketing manager for XMPie Inc. Learn more about XMPie’s products and services at www.xmpie.com.