Defining and Applying Business Rules

Summary

Eric Holtzclaw, Chief Strategist, emphasizes the importance of clearly defining the rules by which data is collected, interpreted, and used, especially in the implementation of marketing technology solutions like preference management. Without well-defined business rules, data, including preference data, risks being misunderstood, misapplied, or underutilized.

A major challenge in preference management for many enterprises is coordinating legacy systems. However, the real challenge often emerges during the pilot or early implementation phase, involving the establishment of consistent rules tailored to the enterprise’s unique needs and goals. This includes defining how customer data will be collected and used.

Key considerations include:

• Definition of Terms: Establishing clear, universal terminology to describe customer interactions is crucial. Without it, results can be vague and conflicting, failing to present a cohesive understanding of customer behavior.
• Establishment of Specific Goals: Vague goals lead to failure. Setting specific, measurable goals like reducing opt-outs and increasing targeted opt-ins makes initiatives trackable, reportable, and justifiable in terms of budget and personnel.
• Unique Value Proposition: Understand what data is truly necessary. For example, collecting a customer’s age during an online purchase might be irrelevant and could increase liability concerns.
• Predicting Customer Lifecycle: Companies must consider the natural cycle of customer interactions. Subscription-based services, like cable providers, must continually honor communication preferences and address customer needs.

Defining and documenting business rules helps identify gaps and overlaps in communication with customers. For more detailed guidance on interpreting preference data, resources are available in their resource center.