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Digital marketers must know their audience well to better serve them and improve customer satisfaction. Customer data quality metrics come into play.
Data of high quality is essential to creating a customized offering. This allows marketers to dig deep into their customers’ unique characteristics and behaviors. Stats back this up.
According to Dimension Data, customer analytics is expected to be the most important factor in driving improvements in customer experience over the next five years.
What makes customer data quality so important
The quality of customer data drives digital marketers’ efforts.
Data from customers allows digital marketers to create precise customer personas
Digital marketers are very attentive to the customer personas, representing an ideal client for a business. Digital marketers use personas to identify their audience, what they enjoy, and what they desire. They also reveal common pain points.
Digital marketers can build accurate personas of their clients based on customer data quality. This will give them a realistic representation.
Metrics based on customer data help you to better target your digital marketing
Digital marketers can be more precise in identifying their target audiences using the right metrics. This will help them to deliver better-targeted digital marketing campaigns.
Digital marketers who know their clients well, and don’t rely on assumptions that aren’t based in reality, can make informed decisions about the content they create and the messages they deliver.
This brings an increased level of effectiveness to all digital marketing efforts.
Data on customers allows digital marketers more flexibility
In a world where everything is digital, customer habits are changing rapidly. The best place to run ad campaigns is Facebook one day and Pinterest the next.
Digital marketers can use customer data analytics to better understand the main platforms of their customers and reorient campaigns in real-time.
How does bad-quality data penetrate digital marketers’ databases
Digital marketers can gain valuable insights when they analyze customer data using the correct metrics. Digital marketers must deal with bad customer data forever.
Once it is in a company’s database, the latter can have dramatically impractical marketing.
Poor data can appear in several different ways. Poor data is mainly caused by human error or technological issues.
All people make mistakes. Simple typos of names or email addresses are also very common. When multiple people are managing the same contact, confusion is common.
Different specialists can have different information on the same client, which could lead to contradictions, duplications, or variations.
In the same way, bad data can also have pure technological roots. When two databases are combined, for example, bad data may appear.
If two companies had previously shared clients, duplicate information might appear. The data migrations, updates to enterprise systems, or integrations can be a nightmare, as the customer data is often messy.
What happens when poor customer data steps forward
Poor quality customer data can significantly impact marketing efforts once it is in the database of marketers.
Here are just a few examples of how bad data can ruin the plans of digital marketers.
Marketing Forecasts and their impact on
Digital marketers cannot accurately forecast marketing campaigns with inaccurate customer data. Digital marketing campaigns that are unsuccessful because of poor targeting can be attributed to incomplete knowledge about customers’ characteristics, such as age, gender, and occupation.
Digital marketing campaigns based on poor customer data can lead to disappointing ROI.
Digital marketers are more effective when they have more and better data.
Digital marketers are not able to understand their customer’s expectations and needs
As mentioned previously, a customer persona is a digital representation of a real-life client. When creating a digital persona, marketers must consider many factors, such as the client’s job title, career, gender, age, and family. They should also think about their preferred communication channels.
This information is difficult to obtain when your raw data is not ideal.
A wrong persona will not let digital marketers understand their client’s true needs and expectations, which can ruin their future activities from the beginning.
Causing customer churn
According to Salesforce’s research, 62% of customers want companies to send them personalized offers and discounts based on items they have already purchased.
Personalization is a necessity for digital marketing success. This requires marketers to have a perfect understanding of the customer’s intentions.
Digital marketers who ignore this aspect because of poor data risk losing their most loyal customers.
Using advanced technologies by digital marketers is hindered
Digital marketers are already doing a lot of work: they must, for instance, provide product recommendations and personalize marketing communications.
AI-powered software allows the automation of these processes. The results can be uninformed when smart technologies are used with bad data sources.
Three Ways to advance customer data quality
You can see that bad data can cause problems. They are not impossible to overcome. Here are some tips to help you improve the quality and effectiveness of your digital marketing.
Add, delete, or clean up the data
Digital marketers should correct any errors in a database of customer data. For example, if there are duplicates or incomplete customer information, such as leads that have been entered twice, incorrect emails from customers, or lead sources missing, these mistakes must be corrected.
Some prefer to clean customer data manually, while others turn to automation. With the assistance of an IT firm that offers BI Development, it is possible to achieve the second scenario. Digital marketers can quickly check and clean their customer’s data using automated data quality tests.
Create more personalized digital marketing campaigns
Do you remember Netflix’s recommendation system? Netflix is known for its accurate recommendations. It considers the movies users have watched, their viewing time and their device.
Digital marketing doesn’t have to be personalized by Netflix.
Digital marketers can use their understanding of clients to create better marketing campaigns, such as sending emails tailored to clients’ personas, using transaction histories to manage recommendations, or posting YouTube videos about topics that clients find interesting.
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