Larisa Bedgood
Larisa Bedgood 25 November 2015
Categories Data & Analytics

The Road To Revenue Is Paved With Good Data - 99% Of Marketers Agree

There is a TON of data being produced every day, but there is so much of it. Too much in fact!


“Every day, three times per second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection, right? But most of it is like cat videos on YouTube or 13-year-olds exchanging text messages about the next Twilight movie.” – Nate Silver

(Author & Statistician)


This quote pretty well sums up what a lot of marketers are feeling. There is a TON of data being produced every day, but there is so much of it. Too much in fact.

Marketers understand the importance of data. The 2015 Experian Data Quality Benchmark Report states that 99% of marketers feel that data is essential for success. You need to know who your customers are, what they want, how to reach them, and when they want to be reached. On top of that, you also need to predict what they are most likely to purchase next. But finding the right data that will really make a difference is somewhat like wading through a sea of... well cat videos and Twilight movie tweets.

Contact Data

The Experian study revealed that 97% of companies suffer from data errors associated with contact data. The most common errors are incomplete or missing data, outdated information, and inaccurate data.

data errors

Data appending provides one of the most affordable and efficient ways to add this missing data to your customer database.

1. Email Append

Did you know an average of 30% of subscribers change email addresses annually? Emails go bad and customers move and change their email. Or as is often the case, you may have a huge list of prospects and customers – you know their name, where they live, but have no email address on file.

By using an email append service, you can add these missing email addresses to your customer file. Your customer records, which most likely already consist of names and postal addresses, are matched against a third-party database to produce a corresponding email address.

2. Phone Append

According to research by the DMA Contact Centers and Telemarketing Council, “marketers continue to underestimate the effectiveness of telemarketing. With the vast majority of businesses surveyed – 93% – saying that it is effective, it is clear that telemarketing should be an essential element in B2C and B2B marketing campaigns.”

If you are missing contact phone numbers, rather than digging through the white or yellow pages or turning to Google, consider using a phone append service.

A good provider will provide phone appending or enhancement services such as:

  • Telco-sourced directory assistance, residential and business telephone numbers plus New Connect telephone numbers
  • Compiled consumer and business telephone numbers
  • Verification of existing residential and business telephone numbers
  • Reverse phone append to provide name and address data for telephone numbers, premium and standard options

3. Demographics

Knowing what your customers like and dislike is as important as knowing how to contact them. Marketers are using 1:1 hyper-targeting strategies to relate to consumers and are hungry for data in order to do this.

Some types of demographics to consider include: gender, ethnicity, age, income, home ownership, education, employment status, children, location, vehicle ownership, marital status, magazine interests, lifestyle interests, and more.

Inaccurate Data

In addition to having missing data, 85% of companies believe their revenue is affected by inaccurate data. On the other hand, 53% of companies with solid data management practices in place have experienced a significant increase in profits.

Implementing measures to remove duplicate and incorrect data on an ongoing basis will ensure you are always marketing with the highest customer data possible.

Companies are increasingly investing in the customer experience and personalized marketing. Before long, companies will be competing based solely on who delivers the best personalized experience to their customers. And the only way to get there is with plenty of good data.

To learn how today’s top data-driven marketers are increasing revenue with good data, download this free eBook.


Original Article


Read More About Direct Marketing

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Google Analytics in Only Three Numbers

Google Analytics in Only Three Numbers

Financial advisors and other professionals can decipher a lot of information from Google Analytics with three simple categories.

Marina Howell
Marina Howell 17 October 2016
Read more
Get a Complete View of Your Customer Journey in 5 Easy Steps

Get a Complete View of Your Customer Journey in 5 Easy Steps

Here's how you can get a complete view of your customer journey so that your email campaigns continue to win new customers.

Sophia Skinbjerg
Sophia Skinbjerg 18 October 2016
Read more
How to Solve the Two Biggest Challenges of Social Media Marketing

How to Solve the Two Biggest Challenges of Social Media Marketing

Most small businesses spend more than 6 hours per week on social media marketing and more than one-third post at least once per day. Along with finding the time, the other biggest challenge professionals face is finding the right content to post. If you’re experiencing these challenges, keep reading because we’re going to help you solve them.

Melissa Darcey
Melissa Darcey 20 October 2016
Read more
Omnichannel Retail: Personalizing The Customer Journey Across Channels

Omnichannel Retail: Personalizing The Customer Journey Across Channels

The reality for retailers today is that to be successful, omnichannel strategies are no longer an option but a necessity to stay competitive. Consumers want to engage with brands on social media, in a physical store, on an ecommerce site, through a mobile app, via email or through a phone call.

Larisa Bedgood
Larisa Bedgood 18 October 2016
Read more