Transform your marketing operations with insights on maintaining superior Customer Data Quality

Introduction

The hype around big data and the benefits it can deliver for business is currently a hot topic, particularly for marketing departments, where big data promises to deliver deeper customer insight, better business decision-making and improved return on marketing investment.

Struggling with complexity

However, while the advantages of leveraging this data are multiple, many organisations struggle to come to grips with the added complexity that big data brings. The myth that poor-quality data does not impact big data analytics has been debunked.

Data quality remains critical

Recent surveys conducted among senior marketing professionals, sponsored by Precisely Trillium, underscore the significance of data quality. Missing, inaccurate and disconnected data remain significant challenges that continue to hinder effective decision-making, even with comprehensive big data sets. This issue is only exacerbated by the often-confusing combination of on-premise and cloud-based storage and back-end solutions.

Leveraging Quality Data for Enhanced Marketing

To overcome these challenges and drive enhanced marketing strategies, the solution lies in using quality location data. This allows marketers to make informed decisions regarding their metrics from marketing spend to optimal channels and customer engagement frequency. By linking insights to advertising spend and customer buying behaviour, marketers can identify new opportunities and enhance their return on investment.

Data Consolidation and Trustworthiness

Can this value be delivered without consolidating and grouping related data from multiple sources?

Accurate information is critical to assist marketers to answer the questions essential to driving improved business decision-making. With accurate data comes accurate insight into customers, their behaviours and the entire customer journey, helping marketers gain a better understanding of the big picture by providing fine detail. These details however need to be true, and data therefore must be trustworthy and accurate.

The Consequences of Poor-Quality Data

Survey findings reveal that organizations are missing out on valuable opportunities due to poor data quality. With the vast amount of data available from multiple sources in big data analytics, ensuring data quality becomes even more crucial.

The Importance of a Unified View

In today’s customer-centric landscape, providing a single view of the customer is essential. Many marketers struggle with fragmented data silos, hindering their ability to fully utilize the potential insights from big data. Establishing governance and understanding the purpose and quality of data is paramount.

In an age where customers demand an unprecedented level of personalisation and competitiveness lies in an organisation’s ability to deliver tailored offers at the right time in the right format through the right channel. Many marketers remain unable to access the all-important ‘single view’ of the customer and need a way to access, understand and utilise all of the available insight that big data potentially holds.

Explore the business drivers for quality address data and how they contribute to organizational efficiency

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Conclusion

Unlocking the true potential of big data in marketing requires addressing data quality challenges. By leveraging accurate and consolidated data, marketers can make data-driven decisions, gain valuable customer insights, and deliver personalized experiences, ultimately enhancing their marketing efforts and business outcomes