Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
    data driven insights
    How Data-Driven Insights Are Addressing Gaps in Patient Communication and Equity
    8 Min Read
    pexels pavel danilyuk 8112119
    Data Analytics Is Revolutionizing Medical Credentialing
    8 Min Read
    data and seo
    Maximize SEO Success with Powerful Data Analytics Insights
    8 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Online and offline become 1: a new era has begun (part 2)
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > Online and offline become 1: a new era has begun (part 2)
CRMData Mining

Online and offline become 1: a new era has begun (part 2)

SandroSaitta
SandroSaitta
3 Min Read
SHARE

This is the second part of the post Online and offline become 1: a new era has begun. In this post, I discuss the second article by David M. Raab.

Bridging the Gap Between Online and Database Marketing

This is the second part of the post Online and offline become 1: a new era has begun. In this post, I discuss the second article by David M. Raab.

More Read

Data distracts from the business case
Radius Brings Sales Intelligence on Small Businesses to All Businesses
DMR Poll: Privacy Issues when Merging CRM and Web Customer Data
SAS commits $70 million to Cloud Computing
Q&A with Radian6′s Lauren Vargas from our Recent Webinar

Bridging the Gap Between Online and Database Marketing

Raab starts his article with the following subtitle: “Centralizing information is valuable even when it cannot be tied to a specific individual“. This is true since data mining models can be built based on anonymous visitor profiles (i.e. non-identified visitors). Of course, much more information can be gathered when visitors are identified. This is the case for ISP (Internet Service Providers) or for any other website where the visitor can do a login. Once logged, we have a customer view of the user instead of the more simple visitor view.

Raab makes an excellent point: “If it were easy to integrate online with offline data, the database marketers would have been doing it all along“. So true. But difficult doesn’t mean impossible. There is a lot of ways to track a user on a website such as the IP address, a specific user ID if logged, a cookie ID, etc. Non identified persons can also be targeted. You can for example build a model on identified visitors and then apply it to anonymous visitors.

Raab continues by giving examples of information available in online channels, such as cookies, IP address, mobile phone location, etc. Another important message in his article is that “nearly all IP addresses can be mapped to a geographic location, which in turn can be linked to geodemographic databases such as Nielsen PRIZM clusters. Again, this information can be used to target messages to unidentified individuals“.

When the visitor is identified, one can use the CRM data from the company. When anonymous, one way is to use external database as mentioned above. Another way would be to build a model using identified visitors to infer socio-demographic and geo-demographic information of anonymous visitors. This is the way we have chosen our Customer Online Targeting tool.

Personally, I found these two articles very interesting. I think people really start to realize that online and offline data should not be treated separately. They are both useful to construct an Extended Customer Profile (ECP) of visitors. Feel free to share your opinion by leaving a comment.

You can read the whole article of David M. Raab here: Bridging the Gap Between Online and Database Marketing

TAGGED:database marketing
Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

AI and data mining
What the Rise of AI Web Scrapers Means for Data Teams
Artificial Intelligence Big Data Exclusive
power supplies for ATX for data scientists
Why Data Scientists Should Care About SFX Power Supplies
Big Data Exclusive
AI for website optimization
Free Tools to Test Website Accessibility
Artificial Intelligence Exclusive
Generative AI models
Thinking Machines At Work: How Generative AI Models Are Redefining Business Intelligence
Artificial Intelligence Business Intelligence Exclusive Infographic Machine Learning

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

Making the Most of the Unsubscribe Process

5 Min Read

First Look – Unica

7 Min Read

Dawn of a new era: On-site – Off-site Integrated Marketing

9 Min Read

Predictive Analytics World New York City Conference Announces Speaker Line-Up

5 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots
data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?