By: Sigrid Seymour
From overall corporate strategy to marketing efforts to performance measurement, clean data positions you to make the best possible decisions for all aspects of your business.
Here are seven reasons I have encountered over the past two decades as to why you should be concerned about improving the health of your customer data.
Improve your ability to perform advanced analytics.
A clean customer database that provides a complete view of all your customers’ engagements and transactions paves the way for optimized advanced analytics. Whether you want to define personas, understand lifetime value, design upsell and cross-sell strategies, or develop sophisticated models, having clean and consolidated data will enable better analytics, improve the performance of your marketing campaigns and maximize your marketing investment.
Produce more effective direct marketing through better customer experience.
Accurate customer data, such as contact information and response data, allows you to better segment your customers based on their individual buying preferences and behaviors, leading to improved campaign targeting and personalized, relevant marketing content and offers—which all lead to a better customer experience and improved marketing results.
Set the stage for integration of online and social data.
A clear, detailed picture of your customer can make a world of difference when it comes to your marketing success. To develop this comprehensive view of your customer, you need to integrate traditional data with data from online sources. This process begins with a customer’s name, postal address or other offline data point and then appends new digital data about the customer, such as a Facebook or Twitter identity or online purchasing behavior. This online data enrichment is more likely to be successful when you begin with clean, accurate offline data. The result is a rich portrait of your customer that empowers high-performance targeting, messaging and experience strategies.
Improve efficiency and save money.
If you’re working with “dirty” data, you’re sending mail to inaccurate addresses, emailing obsolete email addresses and calling disconnected or wrong numbers. Clean data eliminate these wasteful efforts and make sure that your marketing communications actually get delivered, in a timely fashion, saving you valuable marketing dollars.
Properly inform strategic decisions.
“The impact of higher-quality data is most immediately evident in the quality and speed of business decisions. Organizations reporting data accuracy of over 90% were able to put reliable information in the hands of their executives fast enough to meet demand 80% of the time. Companies with lower than 70% data accuracy only succeeded at meeting this demand window half of the time.”
You need an accurate attribution of customers to stores, branches or regions in order to make solid strategic decisions for your business, such as those surrounding store level merchandizing, real estate assessment or regional segmentation. For example, fully understanding who your customers are and their saturation level at a location or within a geography will help you to decide which product categories to stock, which services best resonate in a particular state, or how seasonal factors will impact your business.
Allow you to accurately measure performance.
Most companies find that transactions alone cannot describe the true health of the business—you must also consider key performance indicators like customer growth, migration and attrition. These KPIs will be more accurate and more useful when based on complete, up-to-date data without duplicate records.
Mitigate risk and deliver on commitment to shareholders.
When there is a data breach, recall or other critical information to relay, clean data help you to mitigate risk by quickly communicating with your customers through accurate contact information.
So, now that we know why clean data is so important, the next step is to learn about cleaning up your dirty data. Look out for our next post on data enrichment FAQs.