Data optimisation, in its broadest sense, refers to various techniques for extracting value from stored data and improving its effectiveness for analysis, segmentation, and statistical reporting.
By optimising customer and prospect data, you can take control of your marketing and sales outreach and achieve a higher ROI.
Rudder before propeller?
Most digitally savvy marketers will analyse the data in the Google Analytics dashboard. Marketers can learn where to spend time and money on digital marketing efforts by examining and testing new tactics and comparing performance across multiple channels.
Have you considered whether this helps them stay on track to achieve the digital marketing KPIs? Numerous additional analytics tools can help you obtain granular metrics and optimise all your campaigns for the best ROI. Another effective way to evaluate campaign effectiveness is to find exactly where your marketing budget is spent and match it with the sales it generates.
But if campaign analytics is the rudder, helping you determine your future direction of travel, have you considered whether data optimisation is the propeller (or perhaps water jet) accelerating the right prospects into those campaigns?
Have you ever pondered what should take precedence in your marketing strategy: campaigns or data optimisation?
When customer or prospect data is inaccurate or out of date, it can lead to three significant problems that need immediate attention:
Any marketing efforts will fall on the sandbar – mismatched audiences and messages result in wasted marketing spend or, at worst, disenfranchised audiences that switch off from marketing communications
There will be a significant divergence between the contact data and sales targets, so marketing may be satisfied with the number of leads produced, but sales may be frustrated that they are irrelevant to the current sales effort.
GDPR and other data consent regulations may be breached, incurring significant fines
Have you considered whether your propeller works in harmony with your rudder and whether your organisation prioritises successfully collecting and managing customer data? Have you considered whether your team has the correct data for efficient marketing campaigns to generate maximum ROI against your marketing budget? Continuous data optimisation will optimise and make your marketing outreach more successful.
Navigating the marketing evolution
To win the online customer and prospect engagement game, you need to know that your stored data works.
The process of optimising data includes reviewing both structured and unstructured data. It can, particularly in consumer-based organisations, lead to the development of highly sophisticated solutions, including artificial intelligence and machine learning algorithms, which opens up exciting possibilities for navigating the marketing evolution.
Have you considered the straightforward actions that can be taken weekly and monthly to optimise your data? Ensuring that clean and current data is used for your marketing outreach will help you improve your campaign effectiveness, decrease cost per lead, and augment your customer base more effectively.
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