A collection of facts– such as values or measurements
Data activation is the concept of unlocking the value in data through development of insights and then turning those insights into action
The process used by data analysts to combine data from multiple sources to reveal deeper intelligence that drives better decision making
Conflicting pieces of information often exist across multiple sources for the same customer or prospect. Each data type must also have the same kind of content and format
Additional insight into contact details, demographics, lifestyle interests, and firmographics
Online auction marketplace where advertisers acquire third party data that helps them better reach their target audiences with display
The path taken by data within a device, network, or organization as it moves from its source to a data repository or to a data user
Protecting and enhancing your brand and business value by fostering a data savvy and risk-aware culture that affords informed decision making; Enhancing your operational efficiency by understanding data use, access and controls affording intelligent use of IT and data management structures
Identify all sources of data, fields of interest, format standards, and definitions
Annoyingly, your data lives in a bunch of disconnected systems. Data integration is the process of combining data sets that live in different applications so you have a unified view of your customer.
There’s a lot to think about. In addition to field-naming conventions (think “F.Name” in Data Set 1 vs “First Name” in Data Set 2) or alias values (CA vs California), you also need some way to recognize that Janet Smith (maiden name) and Jane Johnson (married name) are actually the same person.
The picture gets even more complicated when you want to start matching offline records to online data, like the digital ads that Jane was exposed to. To put these data sets together, you need a privacy safe approach to recognition and data connectivity that anonymizes your records before matching and linking your data.
Every source of data and element of information that makes up the data (base)
Capturing, organizing and integrating all possible sources of customer interaction data
Data Management Platform (DMP)
Aggregates, integrates and prepares disparate data—including first-, second and third-party data from various channels and environments—for deployment
This is the act of connecting entities (say, your customers) in one data set to their corresponding ID codes in another data set.
For instance, you could match cookie data from your website to CRM data about your customers and make sure Joe Customer gets treated like Joe Customer deserves, whenever he’s on your site. To comply with privacy regulations and best practices, offline data needs to be anonymized before it can be matched to online devices or digital IDs.
Connects traditional, structured customer datasets to their digital counterparts—primarily by matching anonymized customer records to online devices and distributing audience segments to multiple destinations
Data Privacy Management
Implementing processes, roles, controls - all of which treat information as an asset that needs protection
The degree of fitness for use as measured by a number of user criteria
Taking reasonable steps to protect your data and information from loss, misuse and unauthorized access, disclosure, alteration, and destruction
The intentional collaboration of all the data stakeholders to ensure accurate, safe, and responsible use of the data and to ensure the long term sustainability of both compliance behavior and business strategy in a sea of changing technology, laws, and regulations.
Consolidation of cross referenced data and elimination of redundant information establishes a single version of the truth, or a 360-degree customer view
Presents datasets in visually compelling ways, revealing trends and insights that might be difficult to discern otherwise
A central repository of integrated data from one or more disparate sources. It stores current and historical data used by many departments for many reasons.
An evolving species with remarkable resilience; capable of withstanding immense technological fragmentation to give customers and prospects better experiences.
Adaptable, highly intelligent, and easily distracted by shiny new channel opportunities, the data-driven marketer feeds on the fruit of the conversion tree.
Data driven marketing, like digital marketing, is an increasingly broad and meaningless term. What was once a niche segment of marketing is now "required". Segments once divided by direct, data driven or digital now represent omnichannel marketers. There is no longer a separate segment of data-driven marketers. There are only marketers who use data. If you are not using data you will not be successful and shouldn't call yourself a marketer. Data-driven marketing refers to the marketing insights and decisions that arise from the analysis of data about or from customers. Data-driven refers to an approach that emphasizes the collection and interpretation of data in order to drive more personal and relevant value messaging for customers. The data comes in 3 typical forms; 1st party (transactional or survey data you collect on your customer), 2nd party (transactional or survey data others collect on your customer), 3rd party (Demographic or firmographic data used to enhance your view of your customer). Sources of these types of data include: tracking online social interactions, web browsing behavior, online search behavior, surveys, retail and ecommerce transactions, customer service inquiries, etc.
Want to learn more about the State of Data currently? View our most recent research done in partnership with IAB.
Database Marketing Strategy
The use of data sets of customer information for targeted promotion of a product or service. Fundamental data for a direct marketer represents the purchase and transaction information
Day Part Targeting
Day Part Targeting is a campaign targeting option which restricts the advertising to run at a specific time
Dedicated Staffing Option
Call center agents handle calls for one client only
Demand-side Platform (DSP)
An advertising technology platform which allows marketers to manage their online media campaigns, including display, video, mobile and search ads
Statistical data on a given population. Can include: Age, Gender, Family Size, Income, Occupation, Education, Religion, Race, Ethnicity
Descriptive Cluster Models
Used to group like with like, not to predict
To make clusters of people who are similar within the cluster, but different across clusters; A mathematical process describing real world events and the relationships between factors responsible for them
Design thinking is a repeatable methodology that is used to identify and define a problem and the potential solutions that any business or profession can employ to achieve extraordinary results.
The process of using data from a record to determine how well it matches another record from the same entity. Deterministic matching should generate the same result in a match each time used.
Refers to the effort of collecting voice of customer, employee and institution to understand the current state of the customer experience
Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.
Refers to an individual’s digital experiences with a company or brand. There is always a need to integrate the digital with the off-line journey, as customers usually use multiple channels to get what they need. Digital only tells part of the story.
Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.
Direct mail or Advertising mail is one of the oldest forms of marketing and has been data driven from the start. To send direct mail you already know where someone lives and hopefully their name. Insights inferred from address information and enhanced by transactional information sorted by region can inform future product and incentives. At its essence, direct mail is the delivery of marketing material and product offer to recipients at their home or place of business. While direct mail has dropped in volume and popularity, the cost often occupies a significant portion of marketing budgets. Customer choice is essential for the direct mail industry. Organizations must allow customers to opt out of receiving advertising mail. Advertising mail includes advertising circulars, coupon envelopes (Money Mailer, Valpak), catalogs, “pre-approved” credit card applications, and other commercial merchandising materials delivered to homes and businesses. It may be addressed to pre-selected individuals, or unaddressed and delivered as a “saturation” mailer to specific neighborhoods.
For more in-depth education on integrating direct mail into your marketing campaigns, view our DMA Certified Marketing Professional Course.
For the latest Direct Mail Statistics and Insights, view our Direct Mail Statistics page.
To view DMA's consumer choice program, click here.
People who type your URL, use a bookmark, or click email link w/o tracking codes
Dominance - Sees the big picture, accepts challenges, blunt, to the point
Influence - Enthusiastic, optimistic, collaborative, won’t be ignored
Steadiness - Doesn’t like being rushed, calm, supportive, humility
Conscientiousness -Independent, objective, detailed, fear of being wrong
A reduction from the full or standard price of a product or service is offered
D = (1 + (i*rf))^n
D=discount rate, I = interest rate, rf = the risk factor, n = number of years that you have to wait
Average discount given for a total number of sales
A form of predictive analysis where the independent data (predictors) classify the membership of the entity into a specific group or class.
A form of online advertising where an advertiser's message is shown on a destination web page, generally set off in a box at top, bottom, or to one side of the content of the page
Email address owner gives and confirms explicit permission to receive future email communications
The percentage of users exposed to a given piece of rich media
content or advertising who interact with that content moving
their cursors over it (but not clicking)
Imagine a normal creative and then explode it into all its component pieces—the copy, the background image, the size and color of the call-to-action button.
Dynamic creative is able to cycle through different combinations of these components, optimizing the whole thing in real-time for every viewer.
So you could have a banner featuring that 24- to 34-year-old male that loves wine transform into a 55- to 65-year-old female who loves it too.
Uses location, time and device-type to sense what should be served;
Content served can be based either on:
Subscriber: name, gender, age;
Behavioral: previous purchase;
Real-time attributes: open on mobile