In both multinational direct-to-customer projects and in rolling out your success stories from one country to another, the particular differences in privacy law -and their control mechanisms- remain an important focus point. Also the availability of different types of data, the address complexity and postal regulations can vary from country to country, making it a tough exercise to assess customer Data as an actionable marketing asset.
European Data management
As more companies tackle the global -or European- market, this expansion tends to reflect in their customer base and Databases. Considering a single pan-European customer intelligence platform could then seem a valid option. However, this encompasses more than a simple centralization and integration of the lot of customer Data across markets.
Marketers, direct marketers and Data specialists often become acutely aware of national boundaries when trying to compare, unify or segment their customer Data from different markets. Their customer Data in one country is often incomparable to the available data in another market, making it hard to copy-paste successful marketing programs and even harder to create automated Data management for the pan-European data pool.
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