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Who owns your marketing data?

  • 1.  Who owns your marketing data?

    Posted May 29, 2019 07:07 AM

    Who owns your marketing data in Dynamics?

    Hi all! I'm looking for ideas here. We have 2 sets of data. Our sales data that are known customers and accounts and contacts are owned by our sales rep.  Then we also have marketing data that are unknown suspects (prospects). We sometimes target both groups with the same in information in marketing campaigns but if I build one static list, it poses a problem when I want the email to come from the contact owner because our marketing data is currently owned by a team. I know I can do this with 2 lists and 2 automations. Just trying to eliminate redundancy. Is your marketing data owned by a user or a team and how do you handle this? 

    Robin Scobell
    Marketing Specialist
    SePRO Corporation
    Carmel IN

  • 2.  RE: Who owns your marketing data?

    Posted May 29, 2019 10:59 AM
    @Robin Scobell - Just for further clarity: Are the suspects (prospects) Lead records? Or, are they Account records with the "Relationship Type" set to "Prospect"? ​

    Aaron Back, MCSE
    Sr. Microsoft Dynamics 365 Consultant
    CRMUG Board Member
    CRMUG Chapter Leader - Cincinnati, Ohio

  • 3.  RE: Who owns your marketing data?

    Posted May 29, 2019 11:52 AM
    Currently they are created as lead records.

    Robin Scobell
    Marketing Specialist
    SePRO Corporation
    Carmel IN

  • 4.  RE: Who owns your marketing data?

    Posted May 29, 2019 03:45 PM
    Hi Robin,

    We have a similar situation where some accounts are owned by teams and some owned by sales. In the past we used Click Dimension for email marketing and Campaign Automation. Click Dimensions have a pretty cool feature where if emails are send out from record owners and a team is the record owner. Emails will go out as the Team Administrator.

    I`m not sure if you use Click Dimensions but if you do, this is how we dealt with records owned by Teams. Simple make sure the Team administrator is someone is someone you would want the emails to come from.

    Of course this decision will need to be made by other stake holders.

    Krishna Jacques
    CRM Specialist
    Rumsey Electric Company
    conshohocken PA

  • 5.  RE: Who owns your marketing data?

    Posted May 30, 2019 03:55 AM
    This may help - in the Lead entity (and others) I have the following fields looking up to the User entity:
    • Business Development Owner
    • Solution Sales Owner
    • Customer Success Owner
    • Owner
    Doing it this way gives us the flexibility for scenario based communication and also easier My Views based on role.

    Donal McCarthy

  • 6.  RE: Who owns your marketing data?

    Posted May 30, 2019 08:56 AM
    Hi Robin!

    Depending on which marketing automation platform you're using, you could also work around ownership with regards to which field you're using to populate the from address. Rather than the record owner, for example, you could have a custom field in your Lead and Contact records that designates the "from address" to populate in your marketing automation platform.

    You stated that you're trying to eliminate redundancy, but I could make a case for wanting two separate experiences for clients and for prospects--and separate reporting as well. Is the message exactly the same? You might try A/B testing your prospect and client messages, since I would imagine you have different goals for each of those groups (prospects you would want to turn into clients, clients you would want to either upsell or engage, I imagine). You might even try A/B testing just the call to action, in which case you would want two unique segments for reporting.

    That's a long-winded way of saying that I think you have more of a strategy question at hand rather than a data question :)

    Natalie Jackson
    Marketing Director
    emfluence Marketing Platform
    Kansas City MO

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