How to Effectively Manage Your Data?

Marketing automation depends entirely on the accuracy, completeness, and data on which automated tools will be run. Outdated and inaccurate data, inconsistencies in information, and poorly integrated data may not associate you with the core objectives of marketing automation, deprive you of the ability to create relevant, timely, and engaging communications, and ultimately hinder sales or business growth efforts.

In the worst-case scenario, poorly conducted marketing processes run by quality can interfere with customer relationships, as explained by various studies. Nigel Turner, Principal Consultant, Global Data Strategy, EMEA, says:

Data is a business asset, generated by business operations. Effective data management can result in all the potential business marketers are looking for.

Data Quality

Properly aligned marketing automation strategy will be in vain and all your efforts will be in vain if the quality and context of your data are low. Quality data can definitely make marketing automation a success and help users manage their lead processes and build better-qualified marketing leads.

Your data needs to be well segmented depending on the potential purchase journey and industry domain before you can use it for automated processing.

According to Wayne White, chief marketing officer of Flowcast, the data can be categorized as:

Behavioral data — social and web interactions of customers or prospects, their likes, and dislikes.

Historical data — purchase history, support issues, and known requests.

360 views of customers — web buyer interactions across all your channels — web, store, live sales, etc.

However, vendors need to ensure that they validate data from the entire organization before attempting to consolidate the database to support their marketing automation activities.