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You can’t do business if you don’t know your customers well enough. It’s no secret, we all know it. So learning about what your customers really want, need and are willing to spend their money on is somewhat of a main priority.
To get the best insights, you need to invest time and resources, especially when it comes to collecting and analyzing the right bits of information. As a marketer, you are likely swamped with tons of data already that, to the best of your knowledge, may be accurate, relevant and insightful. But what if it isn’t – at least not entirely?
Can you really trust all those numbers? How can you be sure that there is no missing or incoherent data? Or what if there are blind spots and you don’t even know where to start looking for them? To be able to fully rely on your data, you need to make sure that you don’t compromise on its quality. After all, you generate and collect data to have a fact-based decision-making process, so you better make sure you have one!
The thing with marketing data is that, while two pieces of information may look similar or almost identical to the human eye, to a data analytics tool, they may be completely different. Even when they signify one and the same thing.
The most common confusion stems from having various time and date formats, as well as inconsistencies in the spelling of users’ names and addresses. High-quality data makes sure there are no such inconsistencies – and that the insights are accurate, timely and as complete as possible. In other words:
Making the right business decisions and building strong relationships with your customers is something quality data contributes greatly to. But how do you get to the point where your data is in the necessary quality?
Without a doubt, you’re dealing with more data than ever before. And it’s growing further and further in size. Investing in a sophisticated data analytics tool is, thus, not just a need anymore. It’s a must.
If you are to analyze your data in near-real time, you need to be able to collect it, clean it and analyze it as it is being generated. A next-generation marketing analytics tool, especially one that operates in the cloud, can help you work with increasing amounts of data, stripping it of its various formats, harmonizing it, and making it ready for your analysis.
It is also crucial that the technology you choose can automatically detect possible discrepancies in your data and provide you with an integrated overview of it at any time. Imagine clean, ready-to-use data, with no blanks for you to fill in. As soon as you have that, you can focus on your business’ main objective – to identify and satisfy the exact wants and needs of your customers. After all, isn’t that what marketing is all about?
What tools do you use to ensure the high quality of your marketing data? Feel free to share your thoughts with us in the comments