If Data is the End Game, Why Do We Enhance Data?
So many companies focus on getting first-party data that they forget why they need the data and – more importantly – how the data will deliver success.
Collecting data sometimes feels like the end game. But it’s truly just the beginning. Data from your customers, for example, is the beginning to engaging them through well-written email campaigns.
Data from leads is just the first step in sending a top-notch direct mail campaign. The truth is, that no matter how you engage your prospects, leads, and current customers, you still need accurate and correct data.
So, why do we enhance data? The short answer is because data changes and, most likely, the first-party data you worked so hard to collect is already incomplete or – worse – out of date.
“Our research tells us that 85 percent of respondents indicate that poor contact data for customers negatively impacts their operational processes and efficiency.” Andrew Abraham Global Managing Director Data Quality, Experian
We Enhance Data To Ensure Deliverability
If someone sends an email to a serverless email address is it opened? No. It’s not. It gets returned to the sender the same way physical mail does if there isn’t a mail receptacle for an address. It doesn’t matter if the house exists either. No mailbox. No mail. How does email deliverability affect your marketing campaigns? How much of your email list is junk?
We enhance data to ensure the deliverability of your email marketing campaigns. We do this with email append – a product of our email suite. We can also reverse append. Meaning, you have the email but want to send direct mail. Phone numbers missing from your data sets for SMS campaigns? No problem.
We Enhance Data To Reveal Actionable Insight
Data needs context. That context can be a rubric of measurement. That context can be time. That context is best understood by sales and marketing departments as stories. Stories help investors understand what your company is trying to achieve. Stories help prospects identify your company as part of the solution to their problems.
What are people searching for and why? This question is an important part of any lead gen or prospecting strategy. We get this information from web intent data. Web intent data enhances your data set to reveal the storyline. That storyline gives power to your marketing campaigns.
We Enhance Data To Correct Marketing Personas
It’s so easy to get stuck in a marketing rut. And we don’t just mean endless staff meetings explaining what marketing is and why the sky is blue, but advertising to an audience that no longer exists. Where marketing personas go wrong is when they become history instead of evolving in the same way the humans they’re meant to represent also do.
What do we mean?
Maybe your marketing persona is for Sally. She’s a stay-at-home mom who’s around 45-50 years old (Gen X). Even though she went to college, she chose to stay home to manage things while her husband travels. He’s worked hard in his career to be at the top of his profession (law firm partner, Chief of Police, CPA). He trusts Sally to make the insurance decisions for their home, autos, vacation cottage, boat and, of course life insurance policies on both of them and their children.
Does Sally still exist? Sure. But now she’s 55-60. Worse, she’s near 70. Her husband is retired. They sold their extra vehicles and are thinking of making the cottage their primary home so they can use the boat – finally. Since he’s retired, he’s making insurance decisions based on who he meets on the 9th hole. Sally’s likely turned her attention to spending time with grandchildren and may even dream of travel abroad or earning for that extra degree.
The worst thing a marketing department can do is allow personas to become stereotypes. Model Fuel helps create accurate demographic pictures so your storytelling doesn’t fall on deaf ears.
“No matter how much you think you know, there is always more to discover. Big data and analytics can help you make sense of where you stand and make better plans going forward.
Are you totally sure your marketing campaigns are as effective as possible? Is there an untapped market for your product lines that you’re missing out on? With big data and business analytics, you can plug holes in your strategy or find new opportunities to bring in more business.” Randall Smalley, Cruise America
Enhance Your Data. Deliver Results.
With data-driven project requirements, Andrews Wharton is the proven direct-response solutions provider with a long-standing reputation for solving the toughest marketing challenges. Are you ready to have your data deliver success?
Success. Delivered.
