The way we store data today significantly impacts the way businesses behave and work today. But do we have the data we can rely on?
In this blog, we’re going through brief instructions on how improved data quality can help boost ROI.
You’ll learn how cleansing your marketing database helps cover the plugs in marketing, so you can work more on the right leads.
It creates trust in the lead data, leads to more accuracy, reduces email bounces so you plan better roadmaps and simultaneously avoid the dreaded blacklist.
Attract potential customers the right way
Research uncovers that 81% of the companies reviewed consider clients understanding a key need, but then, not exactly a fifth can utilize data efficiently to streamline connections with their clients.
Varied forms of client data, multiple sources, volume of data, and lack of data maintenance keep the companies from getting a proper understanding of their client or target data for use in making customized encounters and conveying the correct message to the correct audience.
When you’re certain about the level of clarity in your client information, strive to ensure it’s updated and complete.
Record linkage features in your data cleansing solutions, assisted by fuzzy comparing algorithms, will help distinguish if extra records registered to a similar client exist across multiple sources. Blending these records will help make a “golden” record for every client.
In the event that you realize your messaging is decent yet fails to connect with your leads and prospect, it’s a great opportunity to spring-clean your contact data.
Sales readiness for real-time lead Scoring
On the off chance that you have a lead scoring roadmap sketched up, you realize that it is so crucial to score leads precisely and reliably.
In light of a lead’s response to all your digital touchpoints (email opens, blogs read, ebooks downloaded, links clicked, etc.), they’re given a score for every movement.
The higher the score, the more qualified the lead is — and once the score arrives at a specific number – BOOM, your sales team caught a qualified lead from the lead-nurturing pool!
Unless: the score wasn’t appropriately determined, the lead wasn’t generally qualified, and sales invested an inordinate amount of potential to sell a dead-end contract.
At a Marketo User Group event, panelists observed that bad and inconsistent data is the root cause of faulty lead scoring and attribution.
Demand Gen’s Lead Scoring Survey Report found that 86% of the marketers prefer lead scoring and only 15% said that the lead that hit qualifications were approved by their sales team.
In order to clamp down the false positives, marketers need to prioritize data cleaning. For instance, in the case of lead attribution, if you have multiple instances of the same user in your database, how do you figure out where to increase the scores once the customer interacts with your content?
Consider data deduplication or merging records so all interactions get a proper meaning, both positive and negative.
To build up a successful lead scoring model and evaluate sales preparation precisely, begin cleaning your data by:
- Standardizing the information you record and related operations. Work with deals to recognize demographics and user behavior for the ideal client and decide on the data captured in a relevant format.
- Setting up a regular check on your data cleansing software to ensure that data remains clean and accurate, old data is removed and duplicates don’t exist in your database and useful data is precisely merged as required.
In your pursuit to maintain dedupe records for flawless lead scoring and attribution, you will drastically shrink the size of your data while getting rid of unwanted data.
You know what that indicates, correct? Decrease in marketing automation expenses, since you get charged by the size of your marketing database!
Up until this point, we’ve discussed where and how you have to utilize data cleansing programming to build proper marketing ROI, but we haven’t yet centered around explicit data cleansing practices so you can waste no time with your data quality activities.
Here are some tips and methods to transform your marketing data in real-time:
Data profiling:
Start with profiling your data to get a quick solution to the underlying problems with your data.
Your data cleansing software like Data Ladder should be able to detect incomplete data, spelling errors, inconsistencies, etc. You can get this done in absolutely no time with DataMatch.
Maintain Data standards:
Set some fundamental rules and utilize the method of your choice to enforce them. For example, choose if you generally need records to state “Street” rather than “St.”, or if you always want certain fields to be entered only in capital letters, and so on.
Apply business rules that check for reasonable input for fields such as age (where age can’t be less than 16) or disallow special characters in fields like “customer name”, and etc.
You got the point. The more organized your data is and the lesser the choices in the input format, the higher the data quality.
Dedupe Your Data:
In most data purging solutions, you’ll have the option to look for matches against at least one field. If there’s an exceptional identifier like email address, your activity is simple – simply observe which records contain a similar value in the email field. Isn’t that so?
It is quite difficult. A similar client could have entered their work email one time, their own email another, or utilized their Facebook account one more time. Attempt various methods to find the correct matches.
Screen Your Address Data:
Both email and physical location information must be monitored carefully, as far as returned mail and email bounces. A high number of either metric ultimately implies you have bad data.
A few data cleansing solutions offer integrated address confirmation modules to help you fix your data on time, and additionally complete any address information that is absent from your database in mass.
Cleaner data has helped organizations spare billions in marketing while at the same time taking ROI to a greatly improved level A veritable one-two punch, if you will.
