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I will digress a bit here to reiterate the Pooling aspect of the framework specifically the data model –I do see that as a “LPHV” ( Lowly Prioritized High Value)
Item. There are three fundamental modes of managing data and processes
between in house CRMs and external marketing platforms unless of course,
you are Amazon and have your internal campaign management &
marketing platforms. The data model is pivotal to every integration,
Plug and Play solution to deploy to enhance your marketing automation.
![](https://media.licdn.com/dms/image/C5612AQFh4dDczivs8g/article-inline_image-shrink_400_744/0?e=2126476800&v=beta&t=L_rI_rAxXfX_h6rGBmKS3jOaZ9AdU-Eh2PTSW3isEys)
Managing a fully functional Marketing database is a challenge primarily due to the usage patterns that it needs to cater to. Some of the Use cases a cross channel marketing database needs to exhibit are.
![](https://media.licdn.com/dms/image/C4E12AQF4GLSJhICtag/article-inline_image-shrink_1000_1488/0?e=2126476800&v=beta&t=4QC4Wl6v7ZuKpXJ8uLjL0Pw70yd7HsOVU1hnYDosSNg)
- Segmentation intelligence on an external tool and ESP functioning as a Plain Jane cross channel “blasting engine” .
- ESP hosting transactional and aggregated information for segmentation and personalization.
- A hybrid mode incorporating a bit of Options 1 and 2.
Managing a fully functional Marketing database is a challenge primarily due to the usage patterns that it needs to cater to. Some of the Use cases a cross channel marketing database needs to exhibit are.
- Online Transaction Processing - for opt-in Management , preferences and Transactional Messaging.
- Data WareHouse
- Extract, Load and manage millions of demographic, transactional and behavioral data
- Manage and Effectively Utilize Event Data for segmentation and reporting.
- Merge and Query Massive data sets for Effective Targeting.
- Reporting -Campaign Stats & Trends
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