The report notes that ABM requires quality data to identify and zero in on key accounts and targets, reach them across channels, and deliver relevant content. Marketers are forced to rely on information that’s outdated, contradictory, misleading or otherwise flawed, and that’s costing them. They’re left with a limited or inaccurate view of customers or prospects. Meanwhile, quality data is the key to providing personalized content, which is crucial to enhancing the customer experience and driving revenue. VisionCritical predicts the customer experience will overtake price and product as the top brand differentiator by 2020, and Forrester estimates that a mere 10% increase in data accessibility will result in more than $65 million additional net income for a typical Fortune 1000 company.
What’s a marketer to do? In my company’s work with data, we’ve discovered eight steps to ensure your data is working for and not against you. The 8 Steps To Turbocharge Your Data 1. Commit to improving data quality. It’s important to improve data quality to make sure your company’s data is accurate, up-to-date, complete and Italy Phone Number List consistent, and that it produces the depth of insight required for solid decision making. Define data quality based on business objectives. 2. Assign data quality ownership. Give one person central responsibility for ensuring data quality. This is your new chief data officer. That person should work with a team, including members with roles such as software developer, program manager, project leader, data steward, and data analyst. 3.
Fine-tune your data collection process. Don’t drown in excessive information. Determine exactly what kinds of data are relevant to answer your questions and help you make informed decisions that fulfill your business’s goal. Ensure your data comes from knowledgeable, trusted sources. 4. Check contact data as it’s collected. Validate information systematically or manually before entering it into a database. Pay attention to email addresses and missing information.