IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange ACL Direct Promo · We know about Relationship Marketing, We are experts in loyalty and incentives · We like to create unique experiences. Data has always been an essential issue for brands, which could, through it, better understand the needs and desires of their customers. But if in the past, marketing teams actively sought and collected such data, since the introduction of the Internet, they have access to an inexhaustible amount of information. And data-driven marketing has grown in importance to become essential. And it is that collecting, managing, and above all understanding data has become one of the main concerns of companies. As well as getting quality data that really serves to improve your marketing campaigns.

Finding out if they are succeeding is what a new report from Palestine Email List revealing that the majority of marketers are satisfied with the quality of the data they are working with. In fact, 16% of those surveyed said that the data they collected was “of very good quality” and another 57% that it was “of fairly good quality.” These companies understand that the quality of the data used for marketing purposes is directly related to the quality and ROI they receive from different data-driven campaigns. In contrast, there are 27% of companies that are still not managing to collect quality and useful data for their tasks.

And what is the main objective that you want to achieve with your data-driven marketing strategy?

58% consider that personalizing the customer experience (something that, for 28% is also one of the main challenges). Other very common objectives are to be able to target advertising messages individually within the market segments (50%), measure ROI (49%) or acquire new customers (41%).

Among the main difficulties, on the other hand, stands out the need to improve the quality of the data and to better integrate the data from the different platforms, since the data is currently collected from a great variety of different sources. That is why 57% of those surveyed affirm that the most difficult thing is to improve the quality of the data, and 50% also consider it difficult to cross the data from the different channels. Measuring ROI, and increasing the level of knowledge about data analysis are other challenges that many marketers encounter. One of the issues that directly affects data quality is the frequency with which companies clean and validate that data. But only 39% of companies are currently cleaning their data on a regular basis (either real-time -19% -, daily or weekly). Most companies do it once a month, a quarter or a year, which is insufficient to ensure the quality of their databases.

9 out of 10 companies choose to use data collected by themselves, When working with data, using different data sources has a positive impact on the quality of the data, but it also poses an added difficulty for marketers. Today, the vast majority of companies (88%) collect their own data, but it is interesting that there is also 50% that use data collected by trusted collaborators. The use of organic channels is the one that prevails to acquire data and includes both online and offline channels, from web forms to shopping carts, from calls to call centers to the systems present at the points of sale. Far fewer (35%) buy data from third parties.

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