Before going for what you don’t have, take a look at what you have Man is curious by nature, he always wants to know more about what he does Iran Phone Number List not know. But is he interested in what he knows? Does he really know him? It is from the moment you begin to know that you will realize that you do not know everything … At a time when we have never had so much information at our disposal for our companies (hear the “DATAS”, open or closed …), we try to open our nets to the widest possible and to drain everything that this ocean of data can provide us … However, the most important thing is not what we are going to fish, but where we are going to cast our net: understand having effective data sourcing. Questions to ask yourself to establish your data sourcing: Are my data reliable?

clean and usable? Is my IS efficient enough to reach my harvest goals? (if you use the excel files to manage your customers .. the road can be long) Is your harvesting base in place? (do you have an ETL? have you eliminated silos?) 2. Before taking a step, lift your head and look in the right direction. When you understand where you are, you will wonder where you want to go. In other words, your goals. How to define them? You should already know that to set the right goal, you have to ask yourself the right questions, because answering a wrong question will give you… a wrong answer. This is often the case when we are relying on hunches and not facts. Thanks to the data, you will know the order to establish and what question to ask.

2. Before Taking A Step, Lift Your Head And Look In The Right Direction.

Questions to ask yourself to make the right strategic choices: You know your final goals, but have you set any intermediate goals to achieve them? If so, have you prioritized them? 3. Before moving forward, assess the distance between you and your goal. Haste generates many obstacles… No matter how far away you are from your destination, ask yourself the question of timing and anticipation. In that distance between you and the holy grail are your organizational issues, moving competition, and volatile customers. Identify each of the actors and their positioning on D-day, but also try to understand in which direction they are moving (via behavioral data for example). Think predictive: it will allow you to make the right choices. Questions to ask yourself in order to assess the necessary resources:


Have you drawn up an organizational diagram of the different actors? Is your business model still viable? Have you clearly identified the brakes, the risks? 4. Get started, but choose the right means of transport It comes down to asking the question of whether we are going from point A to point B on foot or by car. If we go there on foot, is it running, walking? Again, no surprise. The data will allow you to know the most suitable way to reach your targets, but it will also give you the answers to the questions: when and why. We will not discuss the question of how here. In a way, they will guide you towards your goal (via data driven marketing). Questions to ask yourself to take action: Do you have the right tools for your needs? Do the operational staff really use it?

1. Before Going For What You Don’t Have, Take A Look At What You Have

You have removed the duplicates from your customer file, but have you removed the duplicates from internal processes that are detrimental to understanding? Do you have an efficient “transversal” functioning? 5. Have you arrived at your destination? The good news is that this is the beginning, not the end. Knowing how to measure results and benefits is essential, especially when you reach your goal. But could we have reached it more quickly, more efficiently? What do we lack to be more efficient? You already have some answers (for example thanks to your real-time measurement tools during your campaigns), but this is only the beginning of the road, because the data around you will be always more numerous tomorrow. It’s up to you to know which ones will be really useful to you on the way to your next goal. Questions to ask yourself to sustain the data benefit:

Have you determined a clear and understandable strategic line for your teams? Who measures the results? Who presents them? Who does something with it? What is the average time to correct an error in your decision chain? Are you up to the requirements of your customers, and in particular their new requirements? New imageJérôme Toscano, CRM / e-CRM and Data consultant at ISM and director of SYNAPSE. After having been a consultant in business organization, he created his company in the field of Big Data in 2012. Pragmatic, he has in-depth knowledge of new technologies and understands the issues that impact the organization of the company. He leads training courses in Big Data, Data marketing, and CRM / e-CRM at ISM. Recommendation of our expert

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