Data is the new gold mine for us all. Ok, it’s not shiny, it’s not as expensive as gold and sure, you won’t want to wear data around your neck, but it’s still the new gold, and here’s why.
Gold Is Only Valuable in its Refined State.
The same, theoretically, could be said of data. There are thousands of capture points out there harvesting data, but this only extracts raw, unrefined (dirty) data. For it to be worth its weight in you know… gold, firstly it needs to be refined. Contact validation, duplication removal, formatting and finally suppression, are all real methods of extracting, processing, and refining data. It’s in this final valuable form, that it is ready to be marketed to.
The quality of the refinement stage is usually reflected in the price of a list; however, higher quality data refinement leads to better customer experience, higher efficiency with your campaigns and protects your company’s reputation. Many marketers are overwhelmed by the amount of raw data available to them. Honestly, when you are not building award-winning campaigns, how much time’s left to be crunching the data? By investing in your data management, you will have the information you need to complete digital transformation. It can even expand your current revenue streams and even identify new ones. According to Gartner’s CMO Spend Survey, CMOs are now realising that as they invest more into new AI and technologies, the better they’re able to sift through the data numbers for a bigger picture of their audiences (Gartner Report, 2020)
Look at it this way.You cannot make a 24-carat campaign with 9-carat gold or no gold at all. Data is a gold mine as it can be segmented to help businesses achieve exactly what they need to. Refined data gives you the big insights you need to find exactly the right people you are looking for; the ideal customers that have budgets available and require your services. Refined data lets you get closer to your audience.
So How Do we Become Data-Driven?
Apparently, over 1,000 people a week, in the UK, ask this question according to our keywords analysis tool – How do we become data-driven?
Gone are the days of the one size fits all way of thinking. Like gold, each piece of data should be unique. According to the Global Review of Data-Driven Marketing & Advertising. 53% of marketers claimed that there is a high demand for customer-centric communications (Gartner Report, 2020). Use data to personalise your prospects’ journeys with content tags and dynamic keywords. An example of personalisation could be, that a person has engaged with your Google Ad. Using this information to create personalised content, you can then dynamically add the keyword that triggered your advert for the user to be automatically placed inside the heading of your landing page
Use analytic tools like Hotjar to analyse the customer experience of your website. Hotjar is a great tool that allows you to record sessions, create page heatmaps and ask for feedback on your website layout. Use it to understand what your users like or don’t like about your website and constantly test and enrich their user-experience to build data-driven website pages.
Being data-driven means that your content is more personal than ever. We promise you that your users will love personalisation and favour brands that spends a little bit of time to get to know them. Use tools such as Social Bakers which digs into your audience data to understand what content your prospects engages with and what their interests outside of your business are. Once you know this, you can create content that’s tailored to their interests with your brand messaging and visuals to maximise engagement and create a personal connection that they will remember.
Why is Data Important?
It is not, in its raw form. Cheap data purchasing is not the way either. You should either build a database yourself, or find a service that can help you to segment and sort through the data you have. In today’s world, with the tools we have, becoming data-driven is essential to ensure we are can meet our customers’ needs. Big data is a gold rush, the sooner we get to a refined data-state, the quicker we can all reap the rewards, including our customers who get to more personalised marketing campaigns that are tailored their actual needs.
Building an enriched data mine can be quite a lengthy process. At Belu Media, we use AI tools across a wide spectrum of channels to build super-detailed data sets. We’re also an ICO and DMA accredited broker of data, allowing us to provide you with thousands of GDPR compliant data records that, not only include name, emails and telephone numbers, but also give you big insights on online digital content consumption.
Get in touch to start creating campaigns with us and use our data to match your services with customers that want your business! [email protected]