Marketing campaign systems — the secret to life-long customer loyalty

Despite the growing availability of customer data, many companies do not carry out data analysis, and according to PricewaterhouseCoopers (PWC), 54 per cent of 159 companies surveyed admitted they have no system for managing campaigns. For most, analysis is not top of the agenda. Companies are typically focusing so intently on the gathering of data they are neglecting to consider why they are collecting them and therefore also failing to put them to effective use in subsequent marketing campaigns. The ‘nice to have’ rather than the ‘need to know’ approach to customer data is to blame. This paper outlines the case for the development of a dynamic marketing strategy and details the key steps, technologies and strategies required to achieve this. It seeks to illustrate the importance of marketing campaign systems and analysis in the battle to understand customer data and ensure life-long customer loyalty. Also presented is a customer case study illustrating the real-life effectiveness of technology and strategy in harnessing the value of customer data.