Media/Press: how to delight your subscribers, advertisers and teams with data quality
The world of the media and the press is one that is constantly evolving, and it does so at high speed! To offer customized service to a changing clientele, qualifying and unifying customer data helps companies stand out.
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Between profound digital transformation, changing audiences, and new entrants, competition is in full swing in the media and press sector. In this context, it is essential to keep track of subscribers and advertisers, and to give teams the means for offering personalized service to everyone. Customer data quality plays a critical role in the equation.
Advertisers: Data quality for better delivery of media campaigns
Advertisers’ media and press campaigns are highly strategic in nature! Monetization of the media or press publication advertising space on the one hand, visibility of content as a source of income for the advertiser on the other: this business collaboration requires a flawless delivery of the advertisers’ content to audiences. If emails or magazines do not reach their target due to lack of valid contact data, the KPIs of the campaigns in question are affected.
Ensuring optimal content deliverability requires reliable customer and subscriber data. Data quality is responsible for controlling the quality of contactability data in the database or at the source on the front-end tools. Thus, media campaigns are delivered to verified emails, or in print to standardized and updated mailing addresses, thanks to tracking customers who have moved, with new addresses being updated in the process. As a result, press and media publishers can guarantee to their advertising customers that their messages and advertisements will be optimally delivered to their audience.
Another interest of data quality between media and advertisers is the control of BtoB data. Media and press publications can rely on input assistance to quickly and accurately record the legal information of their advertising customers. In addition to saving time with autocompletion by simply calling up the registration number or the company name, input help guarantees the accuracy and standardization of the various data elements and contact information. In addition, data deduplication makes it possible to eradicate the phenomenon of duplicates. Thus, press and media players can rely on the creation of company accounts with data that is dependable and merged. They are assured of aspects such as the advertiser’s contactability, their complete history, and good addressing of documents such as invoices: everything is controlled and contributes to the quality of service.
Subscribers: Data quality to perfectly address subscriptions and services
In the media and press sector, the digital transformation is proving to be particularly rapid and full of impact. New entrants appear regularly, especially on the social media front. Faced with an abundant offer, audiences evolve quickly and move from one medium to another with greater frequency than ever before. Also, media and press publishers are collecting customer and subscriber data in a dematerialized and highly multi-channel context. That is why tracking and contacting your customers is a challenge.
The contactability of customers and subscribers is crucial for quality of service. Throughout a customer’s journey with a media entity, their contact information comes into play. If this information is not validated and up to date, there is a risk that one mistake after another will affect customer satisfaction. This is the case, among others, when a subscription form on a website contains too many irritants, when a magazine expected to be delivered at home never arrives, or arrives in duplicate, or when the emailng or text messaging of the activation code of a personal account fails to provide access to a digital content platform.
Data quality helps to avoid these negative customer experiences. The ability to qualify customer data as soon as it is entered, to rectify and deduplicate existing customer databases, and to avoid creating duplicates by identifying customers who have already been registered ensures that subscriptions and services are sent to customers without fail. The result is a customer experience that lives up to expectations: your customers subscribe, register, and activate their online accounts without a hitch, they receive what they have subscribed to, and access the media feeds of their choice without difficulty. All this occurs in a fluid customer journey, a sign of a premium professional service that has all the assets necessary for building loyalty.
Internal teams: Data quality to help better manage customer data
In a sector undergoing a powerful digital transformation, media and press groups do not have control over all the tools for collecting customer data, as many of them are outsourced. As a result, their teams must manage imported, multi-sourced customer data that is scattered across various systems, and thus exposed to duplication. Streamlining them to better make use of them and ensure GDPR compliance can quickly become a headache, including risk of confusion about a customer, lack of personalization, and approximations on first and last names. All these cases do not favor the brand image, nor do they foster gratification at work!
The quality of this data and its fusion into a single vision of the customer shared by all internal services offers a strong added value. Knowing and recognizing customers, regardless of the contact channel, being able to reach them and understand their path, preferences, and content consumption habits are all levers that help to enrich and personalize services. Moreover, healthy and actionable data is also more monetizable, as it can meet the communication, marketing, and media strategy needs of the ecosystem.
Qualified and unified customer data also provides benefits in terms of regulatory compliance. Specifically in the context of the GDPR, merged and updated data allows you to reliably know the time of the last actual interaction with a customer, a crucial element of information for justifying retaining their data in the database.
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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