Marketers spend hours meticulously crafting the campaign message, creative and a compelling call to action. Then when it comes to the data to fuel the campaign – often the same attention to detail isn’t applied. Even the most creative campaigns can fail if the data is poor quality and inaccurate – containing gone-aways and deceased contacts or incorrect addresses for example.
Here are 5 really good reasons why data quality should be (at least) as important as the creative and CTA….
Keeps you on the right side of the GDPR data quality requirements
Keeping ALL of your data clean is also now law with the advent of the GDPR. Article 5.1d is explicit: you must keep data accurate and up to date or delete it!
Reduces the risk of brand damage – does your brand want to market to deceased contacts?
Marketing to the deceased is bad practice and bad news for your business, causing unnecessary distress to relatives and risking costly damage to your brand reputation. It is so easy to avoid by using a trusted data cleaning partner, so why risk it?
The better the quality of your data, the better it will perforM! good quality data will help you increase revenue, reduce costs and make better business decisions
The phrase “rubbish in, rubbish out” is well known and often used. It is also very true. Your data is a valuable, strategic asset and maintaining its accuracy and quality should be a priority across your business. It should not be seen as a one-off task but as an ongoing process of improvement. Research by The 451 Group, identified the top 5 benefits of good data quality as:
- Increased revenues
- Reduced costs
- Less time spent reconciling data
- Greater confidence in analytical systems
- Increased customer satisfaction
Your customers and prospects expect their data to be accurate
Recent research conducted by DataIQ and REaD Group confirmed that consumers expect the data held about them by brands they interact with to be accurate.
72% of consumers expect companies that hold their data should get it right every time or most of the time. But what they actually experience is a different story, with almost half of consumers stating that companies get their data wrong sometimes or more often than not! [GDPR Impact Series 2018: Accuracy and Relevance]
It has never been easier to achieve!
And while it has never been more important to your business to keep your entire database clean and accurate, it has also never been easier to implement and maintain.
With established and trusted data quality services such as GAS, TBR and GAS Reactive from REaD Group – available via a choice of flexible delivery methods to suit organisational and technology requirements, it is now achievable and affordable to optimise the accuracy of your data.
Download our handy infographic below!
Last week we were delighted to be joined by a room full of senior data marketers, CDOs and analysts from a broad range of sectors and from brands as varied as Glasses Direct, Macmillan, RR D, Deloitte, Sodexo, Gobsmack and Go Travelyn at our Late Summer Soirée.
With the highly photogenic Tower Bridge as our backdrop, our guests were taken through a whistle-stop programme – from compliance and the future of data delivery to the power of segmentation via key messages about trust and transformation. Huge thanks to our stellar line up of speakers including, Andrew Mann, Partner at North Bailey (formerly of Asda, Sainsburys, Tesco Clubcard and more), Graham Davis, Head of Customer Insight and Marketing Effectiveness at Ageas and Andrew Wilson, CEO of My Life Digital.
When the going gets tough, the tough get it right!
REaD Group Chairman and Founder, Mark Roy, opened the evening with a review of the state of the data environment – challenging but full of opportunity for businesses who have adapted. Talking about the importance of keeping consumers at the centre of your business, as a fitting introduction to the themes of the evening.
Data you can trust!
Kicking off with some no-nonsense precis about GDPR and REaD Group data, Andy Bridges, Data Compliance and Governance Manager, referenced the strict due diligence applied to all REaD Group data. Giving our clients the confidence to use our data post GDPR. And the clients that are using our data are seeing some compelling results, as outlined by Head of Business Development, Adam Tolcher in Data that delivers:
A well known furniture supplier is seeing consistently positive ROI of £6.50.
One of our charity clients recently achieved a conversion/donation rate of just under 3% from a DM campaign (further highlighting why there has never been a better time to use Direct Mail!)
A travel company, specialising in cruises, has seen an astonishing £240,000 of revenue following a DM campaign using REaD Group data.
Introducing Data as a Service (or DaaS), an exciting new delivery model for REaD Group, Commercial Director Clive Rumsey outlined some of the business efficiencies, compliance and data quality benefits of DaaS. A short animation reinforced the concept of DaaS being the future of data delivery.
Which way is North?
In a hugely insightful and entertaining talk, Andrew Mann assured us that Data isn’t difficult! Getting everyone up on their feet, we were reminded in a very practical way that to succeed you need everyone in your business pointing the same way. Every business should tap into the power of their data but remember you can’t fly before you can crawl. Leaving the audience with a practical checklist of 7 steps to data driven customer growth and the message that it’s never too late to instigate change – as the old proverb sates, ‘The best time to plant a tree was 20 years ago. The second best time is NOW.’
Never a truer word spoken – at speed!
In his presentation No job too big, no job too small, Scott Logie, Director of Customer Engagement at REaD Group, proved that you can complete a 20-minute data-packed presentation in just 5 minutes. If you talk really fast. But making the serious point that there is no marketing problem that data cannot solve.
Insight in Action
Graham Davis, talked about the impact of commissioning REaD Group to build a bespoke segmentation for Ageas. The message – using data to truly understand your customers and (most importantly) using that insight to inform and optimise your marketing strategy – is transformational.
Andrew Wilson – in Mark’s words “the new kid in the block” as CEO at My Life Digital, talked about keeping consumers and their choices at the centre of business being an imperative. In a post GDPR world, it is the brands who do the right things by their customers and potential customers – using a trusted and comprehensive preference management system, like Consentric – who will thrive.
Dan “the man” Fossaceco, Lead Generation Director gave us a quick tour of the evolving world of Performance Marketing – a powerful tool for marketers to gain opt-in prospects post-GDPR. The Three simple messages to take away? It’s easy to set up, it works and…get in touch with our established and experienced performance marketing team to deliver results!
Rounding up the night, REaD Group CEO, Jon Cano-Lopez, summarised that we had covered a lot in a short space of time, and that despite the challenges the new data regulation has presented – now is the time to seize opportunities!
If you want to know more, just ask!