informa Dynamic Question Service - Sourcing marketing data from the web
Publish Date: 09/02/2010
In response to blog discussion on B2B marketing online regarding the possibility for gathering relevant data from the web, Dave Gurney discusses the fact that it’s certainly possible to gather relevant marketing data from the web.
For a while now the internet has proved to be a valuable source of data – even simple interactions with sites can be used to collect information that can prove useful in the long and short term. There’s often a perceived need to opt for highly advanced collection methods, in order to collect real-time behavioural data for example, but in reality the majority of brands would better benefit from a more considered but accessible approach. B2B brands shouldn’t lose sight of the fact that simple methods, like dynamically serving questions to users interacting with the site based on what is already known about them and what is relevant to sales and/or marketing needs, can reap significant and instant benefits.
It’s also vital to be able to deliver data collected instantly into the marketing database, so businesses can take full advantage of the benefits of real-time knowledge. Again, this doesn’t require anything revolutionary. Cost effective tools are available, and B2B brands should embrace them, regardless of how much experience they have with data.
