Data is everywhere. As marketers, we use data to create new customer relationships and deepen existing ones. With the abundance of data out there, it’s getting more difficult to not only acquire customers but also to find the right data for our business. It’s about better, not necessarily bigger data and we need to find the right data match that will fulfill our marketing needs and help us exceed our goals.
Determining the right data for your goals is no easy task. And it’s a critical component of being personal in customer relationships. 80% of consumers are more likely to do business with a company that offers personalized experiences. As you continue to evolve your data strategy to create personalized experiences, be direct, make it actionable, find the truth and be accountable:
- Direct: Be direct and focused with your data strategy. There are thousands of consumer attributes available. Determine which attribute makes the most sense for your campaign. And be consistent in all channels, both offline and online. For example, if you’re a retailer and you know that shoppers spending increases by 24% when they’re offered a coupon, make sure to provide a direct offer in the channel that individual consumers are most likely to interact with you in.
- Action: Once you’ve determined the right data, take action. Put a plan in place for your campaigns and be consistent with your offers. Having a consistent data strategy helps to create a competitive advantage for your brand. 66% of consumers say they’re more likely to switch brands if they feel like they’re treated like ‘a number’ rather than an individual. This means being consistent as you market to each individual. Keep a holistic view of all the offers being presented to individuals across your brand so you’re able to take the right action that’s personalized and relevant to their specific needs.
- Truth: Data helps us determine truth. Numbers don’t lie. Leverage data to be true to yourself and others. You have to earn your customers trust; remember to leverage a holistic view of your customers and the same data in all channels to create relevance and consistency. If you have data with proven results, use it across channels. Using different data in different channels could lead to competing offers that create confusion for your customers, which affects their trust in your brand.
- Accountable: Data is an investment. Hold yourself and your team accountable of your data marketing initiatives and to help prove your return on marketing investment and spend. And do your research. Don’t settle for data that you think will drive success for your marketing objectives.
Data fuels marketing success. It drives relevancy to messaging, content and beyond. And, relevant content is essential. Data is truthful. And, performing analytics and modeling helps to establish the trust. So, ask yourself, is your current data strategy meeting the needs of your brand? Have you found your true data love?