At the DMA Conference in Las Vegas this week, I heard a common question.  "Why set up a Marketing Database?  We have a CRM platform."  Then I begin to ask the questions.  How long does it take to get data from IT to complete the data processing for your marketing campaigns?  How difficult is it to utilize business intelligence to develop campaign triggers or report on marketing results? Where does the marketing information reside in your CRM platform?  I often hear "by the time our business intelligence group recieves data and completes data analysis the relevance of the marketing opportunity discovered by our market research has passed!"  The reason this is happening is simple;  you have data management occuring at the enterprise level in order to run the back-end of the business, not specifically marketing data that captures the essence of the customer interaction required for integrated marketing activities. We service several Fortune 500 clients, those with a true marketing database are able to successfully execute campaign management, triggered marketing and deliver great marketing ROI.  Those of our clients that rely on enterprise level information management are only able to manage campaigns as "one-offs,"  the results often a fraction of those with a true marketing database.  It is a simple question with a simpler answer, in order to optimize marketing ROI you must have a database built for that purpose.

On a recent Alaskan adventure with my family I discovered that there is complex data science involved in the Alaskan salmon fishery.  The Alaska Department of Fish and Game use technology, such as sonar monitoring systems and advanced statistical models, to monitor commercial and sport catch as they track salmon migration into the various river systems to complete their natural journey.  The most interesting part is how this statistical research is utilized to communicate fish location to the fishing public through multi-channel communication methods; email alerts, websites, printed materials, broadcasts on TV and radio, now even automated text messages on the streams!  I would consider this a great example of real-time event based marketing.  As with any ecosystem, opportunistic bears also go where the fish are, without the need for technology; they just wait patiently for the fishermen to show up. We have unintentionally created data-enabled bears!

Alaska is everything I expected and more.  The grandeur of the mountains, rivers and sea, the vastness of the wilderness and the opportunity to respectfully interact with wildlife in this unbelievable setting is only enhanced by the data based science that protects this priceless renewable resource. 

Not only is fly-fishing on a beautiful, cold water stream relaxing, it is the challenge of imitating nature in it's most pure form that makes me feel alive. Stealthily entering the water you envision the fish in their gin clear world, facing upstream, patiently waiting for the almost invisible aquatic insect to catch their attention. The reaction so sudden, yet so cautious, if you blink you have missed the moment; the opportunity. Imitating the natural environment with a perfect presentation, tremendous focus and the willingness to try variations; different flies, angles, tippets and times of day all make the sport so rewarding when finally you feel the fish on your line. You have succeeded despite the noise of others enjoying the river in their own way, splashing and thrashing, throwing rocks, hitting canoes with paddles...sometimes seeming like they do not care that they are creating havoc for the river residents.

Producing Marketing ROI holds the same challenge for me, both the art and the science of direct marketing must combine perfectly to create the opportunity to generate leads, acquire and retain business and ultimately ROI. The marketer, like the fly-fisherman, is faced with environmental factors that can determine the outcome despite a perfect presentation. Customers can be spooked by the economy, by their unique personal situation or even by disruptive competitive practices that create noise that mask the well-designed and timed marketing communication, to the perfect database, you have so carefully delivered.

So how can the marketer evolve campaigns to create a higher probability of success? Just like in fishing, one must discover the most fertile waters (data and business intelligence) and then deliver a consistent, relevant and timely message that cuts through the noise and restores the natural order. The marketer must enjoy the refinement of all aspects of the marketing continuum in order to be successful. The variables and iterations are endless; therefore the supporting tools and solutions must be just as robust. Think of Conclusive Marketing as your "Marketing Outfitter," providing unique marketing solutions that allow you to consistently capture the attention of the finicky consumer.