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Which field data to collect

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2 comments

  • Mary Anne Matos
    We follow a similar train of thought in our division. The data fields are only as useful as the plans we have for them. We currently do most of our segmentation based on interests in our different program areas and location in relation to our different campuses. We'll occasionally segment based on different criteria, but we'll collect data for those fields either during a specific campaign, or by pulling specific lists from our student databases. For our location based segmentation, we collect city, state and zip code, so we can fine tune our regions as needed. However, we do not see the need to have full addresses, as we have no plans of ever being THAT granular with our location-based segmentation. If we're creating forms, for example,  our most common fields are  FN, LN, email (of course), program area interests, and if we don't explicitly include zip/city/state fields, we'll collect GeoIP data (even though we know it's not 100% accurate).

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    Mary Anne Matos
    Marketing Administrative Assistant, Johnson County Community College
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    Original Message:
    Sent: 10-19-2017 11:32
    From: Heather McKerracher
    Subject: Which field data to collect

    Does anyone have any thoughts on what fields are important to have for email marketing lists and which ones are not necessary? We have fields like phone numbers and home and business street addresses that we populate sometimes but not every time. My feeling is that if we have these in our CRM (which does not link to Act-On) we don't need them in Act-On unless we are going to use the fields for segmentation. Does that make sense? What do other people gather?


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    Heather McKerracher
    Brandt Tractor Ltd.
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    0
    Comment actions Permalink
  • Paul McDevitt
    This really is going to depend a lot on your business, whether B2B or C, how many products you sell and so on.

    i always look for any field that I may be looking to use to create segments and, over time, become more selective in what they are.

    If you are using a CRM you can collect as much data as you can and just click on the fields you want to use in Act-On as you need them to create new list segments.

    if you don't collect them when you can it gets time consuming and expensive to collect them later

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    Paul McDevitt
    Director, Marketing, Unity Connected Solutions
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    Original Message:
    Sent: 10-20-2017 09:28
    From: Mary Anne Matos
    Subject: Which field data to collect

    We follow a similar train of thought in our division. The data fields are only as useful as the plans we have for them. We currently do most of our segmentation based on interests in our different program areas and location in relation to our different campuses. We'll occasionally segment based on different criteria, but we'll collect data for those fields either during a specific campaign, or by pulling specific lists from our student databases. For our location based segmentation, we collect city, state and zip code, so we can fine tune our regions as needed. However, we do not see the need to have full addresses, as we have no plans of ever being THAT granular with our location-based segmentation. If we're creating forms, for example,  our most common fields are  FN, LN, email (of course), program area interests, and if we don't explicitly include zip/city/state fields, we'll collect GeoIP data (even though we know it's not 100% accurate).

    ------------------------------
    Mary Anne Matos
    Marketing Administrative Assistant, Johnson County Community College
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    Original Message:
    Sent: 10-19-2017 11:32
    From: Heather McKerracher
    Subject: Which field data to collect

    Does anyone have any thoughts on what fields are important to have for email marketing lists and which ones are not necessary? We have fields like phone numbers and home and business street addresses that we populate sometimes but not every time. My feeling is that if we have these in our CRM (which does not link to Act-On) we don't need them in Act-On unless we are going to use the fields for segmentation. Does that make sense? What do other people gather?


    ------------------------------
    Heather McKerracher
    Brandt Tractor Ltd.
    ------------------------------
    0
    Comment actions Permalink

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