Without information, no trading strategy can work. In this digital age, accurate data on current and potential customers has become one of the most important assets for companies. But to be useful, they need to be managed in the right way.
Because it is not only about gathering as much information as possible , but that it is updated, that it is relevant, and that it has been obtained in the correct way . This is the reason why, for example, buying third-party databases is no longer useful.
So, it is essential to work on an intelligent management system for the information generated by the marketing area . How can you help us? For starters, to make better business decisions and get results in less time . But also to have a deeper knowledge of our clients, to generate more engagement and to take better advantage of the available resources.
We are going to see then what are the keys to incorporating an efficient marketing data management system in the company.
Any action or business plan must focus on the consumer , and the management of their data is no exception. If all efforts are aimed at obtaining information about our target, even aggressively, the results will be very poor. Instead, it is advisable to take advantage of each interaction to listen to the customer , take note of their comments or complaints, and make the necessary adjustments in the value proposition.
Again, it’s not about accumulating data and data, but about making the most of what can have a real impact on sales . So define what the company needs , beyond data such as a prospect’s name, age, or email. Is it necessary, for example, to know your full address? Or is the zip code enough? Is there a specific answer you need? For example, the name of the competitor’s products you bought in the last year, how often you buy a service or what is your average purchase ticket.
Another important point for good data management is to eliminate information that is duplicated, outdated or contains an error. Because if part of the databases are corrupted, then the bounce rate of email marketing campaigns can be high . Or you can conclude that most of your current customers live in a certain area, when in fact many have changed zip codes in recent years. And so make mistakes in, for example, geomarketing tactics.
The information we collect about customers , for example through a platform enterprise management , has to be used. For example, through the regular sending of newsletters , or the dissemination of personalized promotions. Only through regular contact with our database can we keep it updated and, above all, take advantage of it.
Finally, any marketing action that uses the databases and information that we have must be analyzed and measured in its results . For example, the email open rate for an email marketing campaign can be high. But how many of those recipients eventually made a purchase from the online store in the short to medium term? If there is no focus on advanced data processing, any marketing effort will only result in losses . Brand recognition, or the number of followers on social networks, is no longer enough.
