1. Acquire as much good data as possible.
Marketing revolves around data, good data. It’s the basis, for example, for improving the efficiency of campaigns and optimising the conversion. But also for personalising campaigns.
We’re committed to enriching our data continually. That’s a tough job because it’s not always clear at what level companies make decisions when it comes to purchasing corporate software. To do this, you need a good insight into client organisations. Think here of questions such as which corporate systems organisations use and what the corporate structure looks like. For example, does the company make decisions at a head office or a subsidiary office?’
To get an answer to those sorts of questions, SAP links its own database to that of Smart Profile. This data can be read directly into the CRM system from SAP. And so, the systems are able to talk to each other and share data.
Van Heijningen warns that possessing this data is no sinecure. ‘We work very closely together with Smart Profile to ensure that everything is streamlined as well as it can be. It is the basis for possessing a uniform client image. This ensures that we always have the right information at the right time. Marketing computerisation without this data would be impossible and the analysis of big data less relevant.’