However you support your local marketing channels, make sure you don’t lose sight of something very valuable – data. This data can range from participation and activity levels of channel involvement to the response rate of marketing assets across mediums. So what do you do with all of this valuable data?
Build Relationships
Sixty three percent of today’s companies consider their business strategy “extremely customer driven.” And with your new data, you can put that important customer information to good use. In a previous post, we explained the difference between independent and dependent sales channels. In independent sales channels, customer data is owned by the channel. In dependent sales channels, you own the data while exposing it to the field. In either scenario, there are important data points you should be sure to capture.
Revise Your Marketing Strategy
Based on these data points, make sure you are building your local marketing strategy around the types of information you wish to analyze. For example, what type of marketing mediums did your local networks focus on for this campaign? Was there a way for you to track the response? How do you marry up the response with sales data? The data gathered can help determine the best way to ensure successful support of your sales channel, or what areas to focus on less.
Combine Data Points for Deeper Analytics
Remember that data points can come from different systems, places, etc. Think about how to join different areas together, or find a system that will, so that you can be as informed as possible in making your decisions.
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I’m familiar with gathering online data (for web and email) with tools such as NetInsight, Google Analytics, and Omniture. How would a business go about gathering data from different types of marketing communications such as Direct Mail and Telemarketing?
It depends on the communication. For direct mail and print ads, you can plug in pURLs to track response and as well as Call-Tracking. For Telemarketing, you just need to be sure you are asking the correct types of questions to gather the data you need.
E-mail, Paid Search and other electronic medium suppliers should have the built in mechanisms to give you the data you need.