Article

Larisa Bedgood
Larisa Bedgood 22 October 2015
Categories Data & Analytics

In The Age Of Big Data, You May Still Be Missing The RIGHT Data

More often than not, the question marketers forget to ask is, "Am I collecting the RIGHT data?"

Marketers today are furiously collecting as much data as they can. After all, data promises us new customers, higher ROI, cross-channel success, and ultimately, more revenue. But more often than not, the question marketers forget to ask is, “Am I collecting the RIGHT data?”



If it doesn’t provide any actionable insights into your marketing goals and initiatives, data is, well just data. It clogs up your marketing systems, causes more havoc, more time, and more resources.

So as marketers are collecting all this data, markets must evaluate each source of information to be sure the data they are adding to their marketing database is actually going to add value. However, within all these mountains of data, you may still be missing ENOUGH data.

 

Sure, you have collected a consumer’s name, address, purchase history, and maybe some key demographics such as age and income. You have a basic understanding of who your customers are, but when you append data from a third-party, this somewhat “basic understanding” evolves into a full picture of who your customers really are, what will drive them to purchase, and what will keep them loyal.

 

So if you are ready to turn your database into a robust marketing machine, here are the types of data you should be appending to your customer records:

Consumer Demographics


Data providers aggregate these data sets in different ways and some are better than others. Be sure to look for a provider that uses multiple sources of data including public records, phone directories, U.S. Census data, consumer surveys and other proprietary sources.

people


Example of the types of consumer data selects that can be appended to your database include:

  • Date of Birth
  • Home Ownership
  • Mail Order Buyer Purchase Date
  • Occupation
  • Gender
  • Donors
  • Estimated Income
  • Age
  • Telephone Number
  • Ethnicity
  • Credit Card
  • Hobbies
  • Language Spoken
  • Purchase Behavior
  • Lifestyle Interests
  • Presence of Children
  • Investments


Business Firmographics


For B2B marketers, any number of data selects can be appended to enhance your lead generation efforts. Samples of data selects may include SIC Code, Number of Employees Headquarters/Branch, Annual Sales Volume, Ethnicity Code, Woman-Owned Business, and Fortune Rank.

company firmographics


On average, every 30 minutes 120 business addresses change, 75 phone numbers change, 20 CEOs leave their jobs, and 30 new businesses are formed. (Source: D&B The Sales and Marketing Institute)


Because data is constantly changing and appending data ensures that your database has the most up-to-date information available.

Email Append & Validation

email marketing


Many third-party vendors offer email addresses as part of their business or consumer databases. Unfortunately, many of these email addresses are collected without going through any type of validation process. Because of legal restrictions and CAN-SPAM laws, look for a vendor that utilizes a rigorous validation process. This data should only be compiled from third-party opt-in data and should include a process to identify addresses known to be associated with spam traps, invalid emails and domains, role accounts, complainers, know hard bounces, and more.


Additionally, if you’ve collected customer email addresses without additional important contact information, a vendor can help by providing reverse email append services.

Phone & Reverse Phone Append

phone append


Telemarketing is a highly effective way for any number of marketing programs. Beyond just cold calling, telemarketing can be used to turn opportunities into business through appointment setting, seminar booking, follow-ups, market research, customer reactivation, collections, lead generation, and more. Of course, if you don’t have an accurate database on file, you may be leaving opportunities on the table.


Although phone enhancement services vary across vendors, services may include:

  • Phone Appending – These may be compiled consumer and business telephone numbers or telco-sourced directory assistance, residential and business telephone numbers, including newly connected numbers.
  • Phone Verification – Verification of your existing residential and business telephone numbers.
  • Reverse Phone Match– Reverse phone append services provide name and address data for telephone numbers.


By now, you have probably heard one the statistic or another about the massive amount of data that is available today. And if you haven’t – just run a quick search on the internet. After all there’s a world of data out there! In fact, a full 90% of the data in the world has been generated in the last two years alone.  But even with all this data being created by the second – available for the taking, you may still not have the right data.

And the RIGHT data makes all the difference.


To learn how to append your online prospect data in real-time, download this free white paper.

 

Original Article

 

Read More About Big Data

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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more