Posted under Startups
from http://venturebeat.com/ 1106 days ago

Above: GrowthBeat 2014

Image Credit: Michael O'Donnell/VentureBeat

SAN FRANCISCO — Start by picking “the low-hanging fruit.”

That’s the advice of George Shehata, VP of customer relationship management for natural supplements and beauty products firm Shaklee, at a GrowthBeat 2014 panel today about using data-driven marketing even if you have a small team.

He pointed out that although it is “new to data-driven marketing,” the nearly 60-year-old company is not new to data about its customers.

“Most companies, even if they’ve not been in business for 60 years, have an incredible amount of information” on their customers, noted fellow panelist Dominique Levin, the CMO of predictive marketing platform AgilOne. The company targets small- and medium-sized businesses, and it counts Shaklee as one of its clients.

The trick, she said, is how to make that data — “which emails did they open, how often did they call into call centers ...

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