Data strategies to consider in 2016 to improve marketing campaigns

Data management, data governance, data processes or whatever you may call it could be daunting for marketers, there are many pressures and challenges, but there’s no need to feel anything but excited anticipation.

I want to draw your attention to some data strategies which will have a significant and immediate impact on your 2016 marketing campaigns. From reducing costs to increasing engagement and enabling personalisation, data is at the epicentre of success or failure

1. Use data capture and validation for new data

Ensuring data quality can be done from the offset. From the moment data is captured there are opportunities not only to ensure the incoming data is clean and accurate, but to enrich your data by adding more information than you are asking in your lead form. You can capture additional information without pestering your customer with lots of questions, in fact, you can finally make your lead forms shorter with B2B Lead Capture. It’s a quick and unobtrusive way to gain valuable insight. Using a lead capture tool means you can have shorter forms, you can segment data, expand your reach, and have better analytics and reporting. Our blog on B2B lead capture can tell you more. B2B lead capture is an API that sits behind your own lead generation forms that will add firmagraphic data into your CRM system or database. This demo will show the kind of added information you can get.

2. Monitor your existing data

To deliver impacting marketing campaigns, you must continually invest in your existing data’s quality. For a precise understanding of your data you need a tool which analyses your data and pinpoints the problems within it. You can measure the quality of your data using a Data Quality Report. Find out more about the complimentary Data Quality Report in this press release.

3. Organise and use your data

It can be a real headache trying to plan and execute a targeted marketing strategy when your data is spread out in different systems. Disconnected data gives you a fragmented view of your customer; you could be missing important marketing opportunities. What is needed is to merge all sources together to create a single source of information and let your marketing communications flow from there. A Single Customer View (SCV) puts you in the know, enabling sophisticated marketing campaigns as you have all the relevant information on customers in one place. With an SCV you are extracting the most value from your data, and connecting with customers with precision. Our whitepaper, Let’s talk about the Holy Grail of Marketing: The Single Customer View, explores this in more detail.

So as you face 2016 and its challenges and opportunities, don’t be daunted about bettering your data quality and management systems, there are data solutions available for greater marketing efficiency and success.

If you would like to speak with a data specialist about any aspect of data quality, data management, data validation or data supply, please visit our website: www.data-8.co.uk