RE: Licensing Marketing Contacts
Hello Jacqueline,
Customer can true down contractually on contract renewal. But technically, to remain consistent from reporting perspective these contacts need to be deleted from DB else quota manager will continue to show that they have overconsumed
Marketing is monetized based on marketing contacts. Theoretically all Sales, service customer etc contacts are expected to be valid potential marketing prospects. Contacts once engaged via marketing are tagged as marketing contacts. Data and knowledge captured for such engaged contacts like web visits, email click-throughs, subscriptions signed, transactional mails sent, forms submitted etc. etc is all valuable info. This captured data is for all engaged contacts has value and is expected to be continuously used by customers for audience segmentation, suppressions, analytics, and other cases in an ongoing basis independent of, if certain contacts will be engaged directly in future or not. Thus such contacts should not necessarily be trued down as these hold great value.
Contacts should rather be trued down, if they are invalid contacts/prospects and are not holding business value/meaning for the customer e.g. hard bounced or invalid contacts from 3rd party lists. Such contacts can thus be deleted. Their data can be extracted before deletion to avoid losing any historical data. This is a similar concept as followed by other mainstream marketing automation products monetized based on contacts. This also helps to keep the DB clean of invalid contacts
Having said this, we have received feedback on the use case related to new compliance requirements where certain contacts will not be engaged in future since they opted-out of all promotional engagement but these cannot be deleted since they are still used for sales, service etc. We are currently working on how to enable and best handle this use case and enable our customers the flexibility while maintaining compliance. We shall be able to get back in short term with more details on it. In the meanwhile we would be happy to learn more about your scenarios e.g.
1. What are the other prime use cases for MKT Contact True Down ?
2. What is the expected true down time for individual contacts e.g. only 6 months, 1 year , forever(will never be used again).....
3. What is the average true down % and ratio and growth rate i.e. every year 30% marketing contacts will continuously become irrelevant for any further marketing engagement ?
Regards,
Ghufran
