Discover how multitable or custom object changes your brand’s marketing dimension. Learn how to leverage these advanced segmentation techniques.
Multitable, also known as a custom object, is a data structuring technique. Applied to marketing, this method is important for companies looking to precisely segment their contacts, personalize their marketing campaigns, and improve contact engagement. This approach is interesting because it makes it possible to meet a broader CRM need. Particularly when the company has several database dimensions such as contacts, companies, as well as products, logistics, or other types of data.
Definition of multitable / custom object
Marketing multitable or custom object is a process generally found within your software with a database, such as CRM or Marketing Automation software, for example. This feature allows you to segment your prospects and customers more finely, while adjusting your marketing actions and automating them efficiently.
This technique is different from integrating usual fields (demographic, behavioral, etc.); it makes it possible to include specific information from another data table linked to a key criterion.
Any company carrying out marketing actions based on information stored in its software may need to use marketing multitables or custom objects. This technique makes it possible to use data across all dimensions of a company and thus adapt segmentation criteria. This helps them better define their actions and objectives.
The Webmecanik Automation software stores data related to a contact and/or a basic company. To go further, you can activate the multitable option, which therefore allows you to create as many custom objects as you want.
What is the impact of having a multitable database for my marketing operations
If your organization manages marketing data from several sources, it is worth questioning where this data is stored. Marketing departments regularly use data from contact and company tables only. This already offers major possibilities for marketing operations and communications. However, the other data sources of a brand can also be interesting to use! What should be done with information from the product table? Or from the logistics or delivery table? The possibilities become as numerous as the available database dimensions. Before making a software choice, you should always think about your strategy and your needs. This will help you determine whether you need to segment your communications based on tables other than those of your contacts and companies (if you are in B2B). If the answer is yes, then choose a tool offering marketing multitable. These options are essential for marketing campaigns to be executed efficiently.
Having a multitable database has several impacts on marketing strategies:
- It makes it possible to have a precisely segmented and standardized database.?
- Multitable makes it possible to personalize the user experience, to personalize the different segments, thus increasing the relevance and effectiveness of marketing campaigns.?
- The standardization of information across all teams that use data, in addition to marketing and sales departments. Multitable makes it possible to automate marketing campaigns more intelligently.?
Marketing automation thanks to multitable/custom object allows companies to benefit from better identification of prospects, but above all of customers. Consequently, the marketing team will be able to create far more precise cross-selling and loyalty marketing campaigns at the right time.
Email marketing, CRM marketing, customer relations, lead nurturing, inbound marketing? : these terms illustrate the convergence of channels and strategies that benefit from customer data management through a marketing multitable system. With Webmecanik Automation, leverage these methods to build loyalty, acquire new customers, and generate a measurable return on investment.
Example of a company using multitable
To clearly illustrate the advantages of multitable, let’s take as an example a user of our Webmecanik Automation software.
The user is a car dealership. They created custom fields according to their business activity in their marketing automation software. These fields can be the brand, the purchase date, the type of car, and so on.
The dealership wants to run an email campaign to highlight new car models. To do this, they would like to target people living in a specific region who last bought a car 5 years ago.
So, in their email campaign, they choose to segment contacts from region X and select as a custom object the last purchase date: 2018. This will allow them to cross-reference the data in the contact segment and the last purchase information (which is a custom object). Thanks to this, they will be able to reach their target more easily and more precisely. This also allows them to increase their conversion rates.
The Webmecanik Automation software makes it possible to create a multitude of custom objects.
You simply need to fill in and classify the most relevant custom objects related to your business activity. This makes it possible to go even further in your marketing automation campaigns and the management of your CRM.
