Centralizing Data and Speaking as One Company
Building out your audience and then segmenting that audience to ensure you’re delivering the right message to the right people is critical. However, it can be confusing to determine how best to improve your efforts. That’s why Oracle developed the Marketing Maturity Model, which helps you determine where your organization is in developing its various capabilities and what should be done to enhance those capabilities.
In this post, which is the second of three posts in this series, Oracle CX Marketing Consulting’s Otilia Antipa discusses B2B audience building and segmentation capabilities and how to move from a cross-channel approach to a data-driven approach. Moving up to a data-driven approach entails centralizing data from all of your channels and departments so you can ask WHY questions, not just WHAT questions. It also means having access to enriched and real-time data, so your analytics and targeting efforts become more flexible and actionable.
Let’s look at how your organization might level up its audience building and segmentation efforts…