#206 – Victoria Pooley – Data Marketing

Victoria Pooley - Data Marketing This podcast episode is exploring the world of data marketing. Victoria Pooley has 20 years of experience in the field. She runs a company called TDP Agency, which is short for The Data Partnership. Initially the business offered direct marketing services through data-lead files and now provides the full shebang to save clients' headaches. It sounds like Graham is a direct competitor! Data marketing - the data partnership TDP started brokering data from different data providers. But in the industry there was a lack of transparency. You could put your credibility on the line because things were not as they were said to be. At one point, Victoria moved into providing her own data so she could claim full accountability for what she was selling to customers. This wasn't long lasting because TDP had to evolve with GDPR and how people wanted their data being dealt with. However, that cemented the value of transparency within the company. What is integral to a business within data marketing are the relationships you build with clients and suppliers, and having their interests as well as your own, at heart. http://thenext100days.org/wp-content/uploads/2020/01/Integrity-and-transparency-in-the-industry.mp4 Email campaigns Email marketing is cost-effective. However, it is the least performing. Often, the multichannel approach is the best kind to gain maximum response. So, you might email a client, follow it up with a telephone call,  follow that up with a direct mail piece. That three-pronged 'attack' will get you in the psyche of the consumer. In B2B, email is the most preferable form of marketing. In contrast to Finely Fettled, TDP offer support for email campaigns. http://thenext100days.org/wp-content/uploads/2020/01/Email-campaign-support.mp4 The core is the analysis of the data. It really isn't a surprise that businesses have an idea of who their client is - after all, they are appealing and marketing to and working with clients. However, it really is often wrong. Target audiences are more nuanced than people often realise. Target audiences We have biases in terms of who we think our customers are. When you have a specific client-base, you've got to think 20% of this customer base brings in 80% of revenue. Who are they? If you do some data analysis on these people then you can properly understand it. Then you'll make better decisions for the company and who you're targeting as prospectives, or follow ups for regular clients. It shouldn't be money first, understanding second. Let's understand first and then we can make the money. http://thenext100days.org/wp-content/uploads/2020/01/Targeted-accurate-marketing-vid-1.mp4 Analysis Analysis will also give you an idea of how to write your copy as well. It tells you the types of customers that you've got. Copy is something Victoria outsources but will help streamline it for the customer. TDP has, in 80s terms, a rolodex of various different people that they work with.   http://thenext100days.org/wp-content/uploads/2020/01/Milestone-birthday.mp4   What was your entry into the data industry like? Victoria started in a call centre. It was an interesting insight because she didn't realise the industry existed until she'd actually entered it! She saw there was such a lot of insight in how people are marketed. If you get calls or direct mail that doesn't fit you, or you feel harassed, then marketers and data marketers just aren't doing their job properly. Data marketing is all about finding the right people for the right marketing so that receivers should benefit or at least appreciate the offers they are getting. Data cleansing http://thenext100days.org/wp-content/uploads/2020/01/Data-cleansing.mp4 Direct marketing is very expensive - albeit the most responsive marketing - so making sure you are sending your marketing to businesses or targeted prospects that are actually there is vital. Therefore,