Marketing Mixology: Better Data Cocktails Lead To More Conversions

data cocktailWhen was the last time you did a manual quality check for your marketing data? If you’re like most organizations, at best, it was probably months ago, or, at worst, you’ve never manually reviewed your data. I hope you are sitting down because what I’m about to say might make you light-headed… On top of everything else you already have on your to-do list, a routine  manual marketing data check is an absolute must. In this article we’ll shake out the common errors marketing data can accumulate over time and stir up a few effective ways to spot check for them. 

THREE MANUAL STEPS WORTH TAKING

Automation and quality tools have dramatically improved database integrity, but they can’t apply human intuition. These three manual processes are worth following to optimize your data quality even when good automation processes are in place.Automation and quality tools have dramatically improved database integrity, but they can’t apply human intuition. These three manual processes are worth following to optimize your data quality even when good automation processes are in place.

  1. Before uploading a list into your database give it a manual once over. Look for the following:
  • Are the columns labeled correctly? You’ll be surprised how often data ends up in the wrong field because no one noticed incorrect labels.
  • Find someone you know on the list. Does their data match what you know to be true? Or did rows become transposed by mistake?
  • What fake names can you spot right off the top of your head?
  • Select a random handful of records and look up the person in LinkedIn or Hoovers. Does the data match?
  1. Check your new leads queue once a week. Look for leads that sales have not converted. Can you tell by looking at them that the data is poor quality? Are you seeing the same name appear eight times in a row? How many people with titles you don’t target are you seeing?
  1. At least four times a year do a total database assessment. Use the same techniques as in step one ‒ only this time, look across your entire database. You’ll be shocked to learn how much your database has degraded over time.

Read the full article on CMO essentials to see if you suffer from Data Phobia. You'll also find even more tips and tricks for optimizing conversions through better data quality.

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