The fact is, marketers are now very nonchalant about poor quality prospect as well as customer data. A recent reliable data shows that about 60 percent of organizations use unreliable customer data. The B2B companies are also culprits of this mess, the same survey shows that about 25% of a regular B2B company operates with inaccurate database in terms of customers information. The reason is associated with the several manual techniques which only serve as temporal and quick fixes when it comes to users information collation. At the end of the day, marketers end up incurring more costs, wasting more time and getting little result.
Here are the top 4 essential steps to tackle data quality and velocity issues;
Step #1: Learn How and Where Data Sources Come Together
This way, you can mark out the most suitable place/time to execute data governance processes. Wondering the best way to get it done? Go ahead and take inventory of systems or applications that are related to marketing, including processes that have been put in place to use these applications. Subsequently, identify the strategic phases in the data flow that would bring about optimal effectiveness and efficiency through verification and cleansing.
Step #2: Apply a Standardization Approach or Mindset
When you communicate data using multiple formats, it hinders easy and quick analysis. A perfect example is a recipe that adopts the metric systems when the only standard available is measuring cups, this in turn will necessitate tons of additional computation, plus the whole thing will be slowed down. Therefore, it is important to ensure that prospects’ data is in line with well-known format.
Step #3: Incorporate Systems
This is a great way to lay hold, refine, use and evaluate prospect’s data. Majority of advertisers implement integration between their CRM systems and marketing automation; however, these technological tools are still often disconnected from sources of leads other than the organization’s website. Therefore, making sure there’s a hitch-free automated data flow in the process to capture leads will prevent obstacles that delay velocity and weary prospect’s interest.
Step #4: Make Data Verification and Automation Automatic
In order to make sure that only clean and quality data gets into your CRM systems and marketing information at the right time, it is necessary to adopt and implement processes and software programs that carry out lead verification and cleansing automatically during captured-data convergence.
If you want to be among the high-performing advertisers in Nigeria or elsewhere, you should not hesitate to implement the steps above. This way, you can face the data quality issues straight on and as early as possible, so that they won’t have the opportunity to disrupt the all-time important customer experience. And of course, your efforts will be rewarded with increased conversion rates, increased marketing-oriented revenue, and greater marketing automation ROI.
Article From: markovacreativeltd.com