Digital Marketing: Focus on Data Quality

With marketing technology evolving at a breakneck pace, has data quality fallen by the wayside?

The short answer to this question is no. With an abundance of data available through digital marketing channels, data quality is more important than ever in creating highly sophisticated, accurate, customer profiles within marketing software. Marketers must ensure they are building their databases around reliable data as a step toward creating and executing targeted and personalized messages to customers.

However, like anything else, ensuring the data capture and collection process is flawless is an arduous task. In this post, we will discuss existing challenges to gathering clean data and offer some tips about how to overcome such challenges.

Existing Data Quality Challenges Digital Marketing: Focus on Data Quality image 5 Best Practices for Digital MarketingDigital Marketing: Focus on Data Quality

When thinking about existing data quality challenges, the first thing that comes to mind is the difficulty surrounding user-supplied information via online forms. Oftentimes, website visitors are simply trying to gain access to a piece of content, not necessarily wanting to be contacted by the company. As a result, the corresponding forms to access this content can be littered with typos or intentionally faulty information, presenting the marketer with a pile of incorrect—and useless—data.

Hesitation from consumers to offer data could have to do with privacy policies or a lack of privacy policies. A Direct Marketing News post shows 44% of consumers will simply “opt out of a transaction if they don’t like something that they see in a privacy policy online.” This makes it crucial for marketers to collect valuable information while making sure to avoid overstepping their boundaries, which could lead to faulty data or cancelled transactions/requests.

How to Overcome These Challenges

To offer the best campaigns possible to customers, digital marketers must overcome these data hygiene hurdles. A recent BtoB article explains, “Great marketing starts and ends with good, quality data. If you have bad data after more bad data, you could kill your marketing efforts. But if you have good data, then you have a better chance of capturing quality leads that will ultimately save time and costs—even after you turn those leads over to your sales force or pre-sales team.”

To address the challenges regarding online forms submitted by users, marketers should consider building in some rules such as requiring users to enter a valid work email address and limiting the number of fields to only the most essential, which could potentially eliminate some of the bogus data being entered.

In addition to combatting faulty information, social log-ins can be an extremely valuable tool for marketers as well as customers. In fact, a Janrain survey shows, 65% of users are more likely to return to a website that automatically welcomes them through a social login.

Social log-ins essentially serve as a flawless database. Through social opt-ins, marketers can use networks such as Facebook to acquire high-quality addressable contacts and profile information and then use this data to send targeted messages via email and other channels. To promote the use of social log-ins to those who may not be inclined to enter their information via social platforms, marketers could reward these customers with special promotions and offers, making it a win-win opportunity for marketers as well as consumers.

Final Thoughts

Data collection and hygiene will always be two of the most challenging aspects of digital marketing campaigns. Quality data is essential for successful digital marketing campaigns; collecting accurate customer data to be stored in databases can translate into rich cross-channel customer profiles. There will always be obstacles to obtaining quality data, but, as marketers, it’s important to take the most direct route to gathering accurate customer data.

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