CRM: a key tool weakened by poor-quality data
French companies use CRM on a massive scale, but they are still struggling to exploit its full potential. Too many companies still use CRM simply as a contact book, or feed it with (very) poor-quality data, with all the consequences this has on business (see our article here). Let’s look into it! CRM in France: […]
How can Data Quality maximize sales performance in physical stores?
At a time when omnichannel retailing is blurring the boundaries between the digital and physical worlds, the quality of customer data is becoming a strategic issue for physical stores. The accuracy and reliability of information, particularly postal addresses, are more than just administrative details; they are key elements that impact the scope of marketing initiatives […]
E-commerce: a look at “Data” check points during the order, dispatch and delivery steps
Every stage in the modern distribution chain, from ordering to delivery, is interconnected and intertwined. All it takes is one piece of incorrect data (email, postal address, phone number) to trigger costly errors that damage your brand image, competitiveness and sales performance. In this article, Data Enso details the Data check points in the distribution […]
How to leverage Data and Analytics to boost your content strategy?
Unlike popular belief, content strategy doesn’t only involve the right side of the brain, where intuition, emotion and artistry are found. Companies are going through their digital transition, data floodgates are opening, and content marketing is changing from an intuitive and emotional approach to a data-driven one. In this context, marketing professionals can collect, sort […]
Data & Smarketing: what’s their impact on team alignment?
The acceleration of B2B digitalization, changes in buyer behavior, the emergence of a hybrid work model… the pandemic has disrupted business forecasting studies, causing institutes, think tanks and other strategy firms to rethink the way they view uncertainty as the “New Normal”. Dun & Bradstreet participated in an ambitious research project. The objective: assess the […]
Poor quality data: the number one cause of ABM program failure
Targeting high-potential accounts through a highly customized sales and marketing effort will accelerate your growth. That’s the objective of Account-Based Marketing (ABM), a technique that is gaining momentum in France after a long introduction phase. The adoption rate is exploding, but the results are not. The main reason is unreliable data which has an impact […]
Is customer knowledge the ultimate competitive advantage in B2B?
Post-pandemic changes in B2B buyer behavior, the explosion of data to collect, and the increasing exclusion of the salesperson from the buying process (outside of industry). This is the triptych that makes customer knowledge an absolute strategic priority for decision makers. What is “customer knowledge”? Customer Knowledge refers to all the information a company has […]
Single Customer View (SCV): definition, issues and use cases
In 2016, Technology for Marketing asked its expert board members for their thoughts on the Single Customer View (SCV). For some, it was a “hype-fueled myth.” For others, SCV was simply “the Holy Grail of customer relationship management. In today’s digital age, the rise of consumer demands and the explosion of data are shifting the […]
5 common mistakes in email validation
Email adresses are among the most important customer data, yet they rarely receive the attention they deserve. Inbound strategies can dedicate significant budgets to target scoping, building Buyer Persona’s, creating content and then delivering it to get the audience to provide their contact information in exchange for a white paper or webinar. Unless there is […]
E-commerce and Data Quality: 5 major issues
In 1985, Coca Cola launched an improved version of its iconic drink, soberly named “New Coke”. Everything pointed to a huge success: the taste was validated by a consumer panel, the quantitative studies were highly positive and the marketing budget was huge. ” I have never been as confident as I am today, “, said Roberto Goizueta, […]