Data is the fuel of all our marketing activities. Our customers and prospective buyers are savvy, empowered, and carry high expectations for personalization across all interactions. Without the right data—at the right time—as well as the most effective strategies in place to manage our data sources, our communications and offers are dead on arrival.
A one-size-fits-all approach to marketing is not a sound tactic—it’s a marketing fruitcake that no one wants to receive. It’s time to get down with data to delight your audience and provide them with the personal experiences they deserve.
The copy above is an excerpt from our guide Modern Marketing Essentials Guide to Data Management and is a great overview of the guide and also is a good intro for this post in which we call out some of the best practices for getting started from the guide itself.
It’s A Jungle Out There And The Big Data Beast Is Yours To Tame
By now you have heard more than enough about Big Data and while you may or may not have a handle on it, one thing is for sure: There is more data available right now for marketers than at any point in history.
One of the first things marketers need to do is understand the different types of data that is out there.
The next thing marketers need to do is have a good old-fashioned reality check, which when it comes to data comes in two distinct forms.
The data audit is just what the words imply: an audit of all the data that you currently have or "The process of conducting a data audit to assess how company’s data is fit for given purpose. This involves profiling the data and assessing the impact of poor quality data on the organization’s performance and profits.”
That's one definition and surely there are others but you get the idea. As to where the data comes from via an audit:
As for the honest self-assessment, we've identified three main states you can find yourself and your organization in when it comes to data. And you can’t progress to the next unless you have solved the challenges of where you are:
The above is a good starting point when it comes to data management. But there's a lot more to the story of course.
The next thing you need to do is download Modern Marketing Essentials Guide to Data Management to get the rest of the story because once marketers start focusing on usable data, even more sources of information come to fruition—providing both a valuable and challenging concept to tackle.