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Modern Marketing Essentials Guide: Data Management

According to Accenture, 78% of customers receive a fragmented brand experience across channels.

The goal of marketing is to deliver targeted, one-to-one messages to consumers at the exact point in the purchase process when customers are ready to buy. However, collecting, analyzing, managing, and acting on first-, second- and third-party data is a complex challenge. You need the right tools and strategies to manage critical audience data assets and build the foundation for effective marketing programs.

Learn from data management experts how to repair a broken marketing experience in just four steps:

  1. Perform a data audit and define your goals. Determine whether the data you have fits your purpose, how you should organize your data and evaluate the level of data accuracy.
  2. Collect cross-channel data. Define your best customer, create a centralized customer view and define target audiences.
  3. Fill data gaps. Tap external data sources such as Dun & Bradstreet to enrich your audience profiles.
  4. Deliver a consistent, personalized experience. Refine your messaging and content to deliver the right message at the right time and move sales forward faster.

By implementing the advice in this guide, you’ll be able to improve the effectiveness of your marketing programs and increase revenue.

Modern Marketing Essentials Guide: Data Management

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Dun & Bradstreet has partnered with Oracle to bring you the accurate, comprehensive data and tools you need to build competitive advantage. To find out more about how you can leverage Dun & Bradstreet data within your Oracle solutions, visit www.dnb.com/oracle.

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