We love PURLs, probably because we can track every customer, by name, that visit’s their PURL. At the very least we know they were interested enough to pay us a vist. At the most, when they answer all the questions, Well, we know the answers to each question we asked.
PURLs are wonderful tools for gathering information. We can prospect and find new customers, and we can dig deeper and find out what makes a good customer. But at the end of the day you end up with a ton of valuable information sitting in a lot of spreadsheets.
It is like having a bunch of clients in a Rolodex, or a file cabinet full of paid invoices — the gold is there you just need the right tool to get to it. That tool in our world is a database. The information we are gathering with every new marketing campaign, with each visit to your website or the next sale becomes a goldmine of information. When we have a central depository for data coming in from the varied sources within your company the value of that information is compounded. Before you might have known a customer was interested in your product and would like to know more. Now you will know he is interested in a specific model of your product, has visited your website 3 times within the past week, has been a good customer for the past 3 years and always makes a large purchase this time every year!
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