Maximize the Effectiveness of Real-Time and Social Marketing Campaigns with IBM InfoSphere® Master Data Management
Duration: 60 minutes
Successful real-time and social marketing campaigns depend upon presenting customers with the right offers at the right time. Enterprise marketing campaign and offer management systems, such as Unica, help marketing organizations streamline their marketing operations and move campaign activities from batch to real-time. But the effectiveness of the campaigns and offers is limited by the quality and completeness of the underlying customer, prospect, and product information available. IBM InfoSphere® Master Data Management (MDM) provides that complete, high-quality, and trusted view of customers, prospects, and product information upon which successful marketing campaigns can be built.
Using IBM InfoSphere MDM, Capgemini has created a unified, business driven approach to MDM and campaign management to drive increased campaign effectiveness. The approach addresses:
How to create more effective customer segmentation analysis strategies
How to identify customers accurately across channels, and position relevant cross- and up-sell offers
How to start with location-based campaigns
How to engage customers through social media as an integrated marketing channel