Don’t Ditch Your Data – Fix It!

Think you don’t own enough data to do personalized marketing? That might not be the case. Often marketers do own enough data, but that data is not centralized or is incomplete or inaccurate. If you fall into the latter category, the answer isn’t ditching your dreams of personalization. It’s fixing the problems in your data.

The first step is to figure out exactly where you are and what you need to do. This often involves analyzing your data. While this sounds daunting, it’s really no different than taking your car to a repair shop. The mechanic hooks up the car to a machine that spits out a report telling you where the problems are. Data specialists do much the same thing.

Here’s an example from a retailer. The retailer had plenty of data and wanted to use it for 1:1 print marketing, so a data audit was conducted. One of the most glaring challenges that immediately came to light was that the retailer had addresses for only 50% of its customers. It did, however, have phone numbers. So, a list broker was contacted and they were able to map phone numbers to names and addresses to provide the missing information.

In another example, it was found that each one of the retailer’s stores was gathering customer data in isolation. Each retail customer might have two, three, even five different customer IDs, one for each store in which they shopped. Once again, telephone numbers came to the rescue. By using each shopper’s telephone number as a common point of contact, they were able to consolidate each shopper’s data from each store into a single marketing database.

Seemingly overwhelming problems often have simple solutions. A basic diagnostic test is often half the battle. So if you think your data needs a check-up, don’t panic. Let us coordinate the project so that you get just the solution you need. When you’re ready to put your data in motion – we’re here to help!

About Debbie Simpson

President of Multi-Craft in Newport, Kentucky.
This entry was posted in Ideas In Motion. Bookmark the permalink.

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