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Three data quality use cases your marketing department will love
Your marketing department’s objectives include ensuring campaigns are profitable, truly knowing customers in order to properly communicate with them, and providing qualified and reachable leads to sales. To meet these three objectives, it is imperative that you have reliable and actionable customer data.
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Data quality must be part of your marketing department’s arsenal! Customer data is a real marketing driver, first of all for delivering accurate and up-to-date information on the identity (last name, first name, title) and the various contact details of customers. Another benefit of data quality for marketing is unified data, in order to provide the essential 360° view, without which it is not possible to know the segment and the customer. Here is a guided tour of 3 data quality use cases to support your marketing objectives.
Boost the ROI of your marketing campaigns with data quality
The pressure to get the best ROI from marketing campaigns is universal. However, when the customer details in your database are incorrect, outdated or invalid, the deliverability of marketing and CRM campaigns is directly undermined. This applies to all types of campaigns: email broadcasts of course, but also telephone campaigns and mailings of your catalogs or samples, among others. Each time a mailing does not reach the recipient, the results of the campaign are degraded and associated costs arise.
Another problem that affects campaign profitability is the presence of duplicate data in the database. When a customer’s information is scattered over several records, your message may reach them several times, if each customer record is considered separate from the others. Moreover, when the customer database contains duplicates, it is difficult to make the right segmentation in the distribution of marketing campaigns. In particular, duplicates create confusion in distinguishing a regular buyer from a newcomer when an umpteenth customer record has just been created in their name.
Increasing the ROI of marketing campaigns is one of the major marketing use cases of data quality. By qualifying and unifying your customers’ contact data, you can rely on a fully operational database with data that is verified, that exists, and that can allow for successful customer contact, streamlined into a single record per customer. Your campaigns benefit from increased deliverability and profitability. In addition, the accuracy of contact data directly feeds the quality of relations between your brand and its customers.
Leverage data quality to increase customer knowledge
Strengthening and updating customer knowledge is a permanent task for a marketing department. When we refer to knowledge, we mean the data that feeds into the customer database, especially useable customer data. This is what data quality in marketing is all about.
In concrete terms, data quality facilitates the personalization of campaigns, because it allows us to know and recognize customers. It guarantees accurate data in terms of identity and contact information, which is fundamental for personalization. Qualified contact data allows your marketing department to adapt messages to the right audience by addressing each one using the right name and the right title at the contact points, which the customer appreciates.
Another requirement for customer knowledge is data unification. By merging duplicate data, the marketing department gains a 360° view of each customer, the information collected during the relationship, and the interactions with the company. Marketing segmentation is strengthened because the marketing department can rely on unified information about sales linked to a customer, the customer’s potential, points earned in the loyalty program, orders, etc., without the risk of distorted values due to scattered figures on duplicates in customer data.
Qualify the customer data that marketing transmits to other departments
Data quality allows you to provide contacts that are qualified and allow for successfully reaching customers to the other departments in the company, especially the sales force. As seen previously, it optimizes the rate of deliverability, customer contactability, customer knowledge, and personalization. For a salesperson or a customer representative, being able to reach prospects and customers with all their information unified on one screen is a prerequisite for effectively carrying out their own missions.
Moreover, the qualitative benefits of data quality are useful for another fundamental resource of the marketing departments: acculturating the company to qualitative marketing. If quantitative indicators remain unavoidable, qualitative indicators must absolutely be taken into account as well. For example, in lead generation, an increasing number of leads is good, but an increasing number of qualified and contactable leads is better. Thus, there is nothing more effective than having a way to prove quality in order to defend it as an asset, and bring the other business lines of the company into line with a qualitative logic in marketing.
About DQE
Because data quality is essential to customer knowledge and the construction of a lasting relationship, since 2008, DQE has provided its clients with innovative and comprehensive solutions that facilitate the collection of reliable data.
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