Improving the conversion rate of prospecting campaigns, increasing the conversion rate of web forms is the primary objective of any marketing department. Implementing data validation and enrichment solutions, for example, reduces the number of steps involved in account creation, and delivers the right message to the right target at the right time.
Gathering more precise and accurate information is used to create more refined user paths, which are then integrated into marketing automation tools.
Data reliability also plays a part in the marketing and sales alignment process.
Access to complete and reliable data is an integral part of the sales profession. Indeed, a better understanding of prospects' needs by sales teams enables them to propose offers adapted to the prospect's sector of activity, and to send personalized messages to their target.
Today, companies are well aware of the benefits of making efficient use of their databases to improve their value proposition, and therefore their sales. Nevertheless, just over one in four companies base their strategic decisions on data analysis.
The estimated additional gain for companies integrating the data collected into the identification of their market challenges, the implementation of their strategy and the prioritization of their actions, is between 25 and 85%.
Data reliability involves controlling and improving the quality of data recorded in any IS or information system. Controls are carried out according to predefined rules set up within organizations (rules of integrity, use, management).
Most of the time, the level of quality is underestimated or even overestimated because it is disrupted by other behaviors or motives that may be legitimate:
- Age of the system: the data collected has never been standardized, no repository has been modeled, no checks have been carried out on the application.
- Duplicate entries: duplicate entries are frequently generated in databases when creating individuals, contacts or accounts. Often the result of a lack of functional controls in the application.
- Users misuse fields to process other data
- Application bugs causing data logging problems
- Incomplete, incorrect or obsolete information...
Ensuring the reliability of your data is a key step for your company and for future strategic decisions.
Data Enso, through all its solutions, supports you in optimizing the stages of data collection, validation and verification, whether integrated into your forms or as part of one-off curative processes.
Your strategic decisions and the growth of your sales must be based on data whose veracity, quality and reliability are indisputable.