In a recent posting I introduced the idea of a “master data vortex.” The one place where we gather enough data from enough customer activities to derive truly actionable insight.
If we’re only looking at one set of tactics, we’re only seeing one set of behaviors and attitudes about that channel. But what we really need is a data vortex that can suck in everything. Multiple streams of behavioral and activity data will deliver a much better representation of our customer’s DNA.
Once we have that the data, we move on to the next step, marketing analytics. This is when we start to make informed choices. Decisions about budget investment and channel selection. Choices about how we should talk to customers, what messages to send them, and what we’re asking them to do.
At closerlook, we’ve been building a set of robust insight and analytics tools that ride on top of our “master vortex.” These tools allow us to look at a customer across all marketing channels to try to understand them better.
At the heart of the matter, all this activity focuses on answering three basic questions about our healthcare audience: Who cares? What do they care about? And when do they need to know?
When we look at a population of physicians, the first question we need to ask is, “Who cares about our product?” And it’s not going to be everybody. This runs counter to the traditional marketing assumption. “If these doctors have patients that are sick with our kind of disease, then of course they’re going to care about our product.”
The reality is that not everyone does care. A physician may feel a product is too new, too redundant to what is already in the market, or too expensive. Maybe it’s a new class of drugs for which the physician was never trained. Or maybe the physician just feels a particular loyalty to a competitive product. It almost doesn’t matter. The first job of any true marketing analytics platform is to distill the entire population down to those who DO care.