Data Quality Management and Marketing
Advertising your company on local billboards is a thing of the past. Today’s marketing departments are facing new challenges due to technological advances and new data.
Marketing 3.0 has to integrate new technologies to stay in touch with its target, build its reputation, distinguish itself from the competition and generate leads for sales teams. Companies must constantly renew their marketing strategy to avoid drowning the consumer in a mass of identical products, overexposing them to excessive amounts of content.
Here is a non-exhaustive list of the new challenges facing marketing 3.0:
Companie’s entire marketing strategy is based on data. Guesses, intuitions and assumptions must be banished. The data collection and processing must be done by automated processes to avoid potential errors, loss of time and money, or obsolete information. Automation guarantees a high level of data quality.
Trying to control the data’s entire life cycle with in-house teams is very costly. You need to outsource some steps to data providers or use Data Quality Management tools. Outsourcing allows you to focus on your analytical and strategic decision making in your continuous improvement process.
The goal of any marketing operation is to attract new prospects to its sales sites (physical or digital) and to guide them in their purchasing process. To achieve this, you must make sure that the campaign is aimed at the right target, that the content is in line with the profile you want to reach (definition of persona) and that you’re using the most effective channel to reach the user (emailing, search engines, articles, blog, video…).
Increased user insight relies on the quality, standardization and enrichment of the data collected upstream and on the resulting analysis.
Directing users to your company’s offer rather than your competition’s is a complex and recurring task. If you want to set yourself apart from the competition, you need to customize the user experience and establish a “one-to-one” relationship with the user.
Digitalization is impacting all sectors of activity, and all players have now implemented digital strategies to win new market shares. To rise above the competition, you need to offer quality content based on high quality data and information.
Marketing teams need a global view of their data at all times.
To do this, they must set up a single storage process and avoid using different storage methods and locations depending on the type of data.
Furthermore, data should be recorded in the same way, regardless of the collection channel, with the same name and the same format.
Standardization makes it possible to process data in its entirety (unique and non-redundant data), thereby reducing the risk of errors or making poor strategic decisions.
Like any other business investment, you need to clearly identify the objectives of your marketing campaigns. Results must be quantified and tracked to determine the return on investment of your marketing actions.
Setting up key performance indicators or KPIs provides you with information on the performance of your actions, content, distribution channels, conversion rates and the profitability of each of these points. Managing a company’s marketing budget relies on these indicators.
The main focus of all Marketing 3.0 initiatives is access to quality data. The success and profitability of marketing campaigns rely on reliable collection tools and quality collected data.
Data Enso can be your partner in implementing data reliability processes using one of our various Data Quality Management solutions.
Our data validation, verification and enrichment solutions have a preventive effect during data collection thanks to our real-time APIs, and curative action to process your existing databases.