The variables are automatically updated
Posted: Sun Dec 22, 2024 9:55 am
To create these new derived variables, marketers need three things:
Direct access to their marketing data. Surprisingly, many companies stumble at this first hurdle.
A comprehensive set of data email list uk manipulation functions (comparable to Excel functions) that work on a record-by-record basis to return a new value, derived from variables and functions that act on them. There are literally hundreds of functions that add value to marketing data.
An easy way of using these new values in analyses or even turning them into permanent variables that marketers can work with on a day-to-day basis for targeting, analyses, and campaign personalisation. as fresh data comes into your marketing automation system, allowing, for example, communications to be triggered by changes in values.
These data manipulation functions can range from very simple to highly complex.
Simple to complex variations (without relying on IT)
A simple function could be used, for example, to transform a date-of-birth into a categorised data range variable (e.g. ‘30-40 year olds’). A more complex expression could be used, for example, to identify a customer’s favourite product category across all purchases.
From a marketing perspective, the value of this ‘new’ derived data can be enormous. For example, calculating the number of days since the last purchase and subtracting the average number of days between purchases for each customer can provide a useful indicator of possible churn. The use cases are many and varied.
Direct access to their marketing data. Surprisingly, many companies stumble at this first hurdle.
A comprehensive set of data email list uk manipulation functions (comparable to Excel functions) that work on a record-by-record basis to return a new value, derived from variables and functions that act on them. There are literally hundreds of functions that add value to marketing data.
An easy way of using these new values in analyses or even turning them into permanent variables that marketers can work with on a day-to-day basis for targeting, analyses, and campaign personalisation. as fresh data comes into your marketing automation system, allowing, for example, communications to be triggered by changes in values.
These data manipulation functions can range from very simple to highly complex.
Simple to complex variations (without relying on IT)
A simple function could be used, for example, to transform a date-of-birth into a categorised data range variable (e.g. ‘30-40 year olds’). A more complex expression could be used, for example, to identify a customer’s favourite product category across all purchases.
From a marketing perspective, the value of this ‘new’ derived data can be enormous. For example, calculating the number of days since the last purchase and subtracting the average number of days between purchases for each customer can provide a useful indicator of possible churn. The use cases are many and varied.