Imagine you are about to embark on a road trip. Your car is packed full, playlist is at the ready and your favourite snacks are in the glove box.
As you are about to hit the road, your passenger asks if you know how to get there.
Now imagine that the boot of your car is filled with lots of clever advertisements, brilliant content and webinars, the passenger is your boss or your client, and what they are actually asking you is “how are we going to get all this great content across to our audience?”
As a marketer, you rely on data to get you from A to B, but the quality of that data will determine how fast you get there. If you are getting lost along the way, then it’s likely to be because your data isn’t accurate and up to date.
“WRONG WAY GO BACK”
While your boss might not be putting pressure on you to become a data expert just yet, you do need to know the role data plays in your company and how to get the most from it.
A 2013 survey by Marketsoft revealed that only 11 per cent of marketers asked felt asked felt they were “doing fine” when it comes to data quality, with 74% admitting that their data quality is “not good”.
Potentially, that’s only one person in every ten who is hitting cruise control and enjoying the ride, by using data to get to know their audience, not just assuming they already know them.
With job switching, social statuses and preferences modifiable with the click of a button, customer data is changing so rapidly and marketers are left with a deluge of data that needs stitching together and structuring in order to learn or do anything meaningful with.
Data is big business, and it’s only going to get bigger and more complex. So if you know that your data quality is “not good”, then it’s time to do something about it. Here’s why.
Marketsoft – Australia’s data management professionals – have put together this free whitepaper outlining five critical reasons marketers and organisations must address data quality issues in 2014, and how you can improve and use data better in your business.
Click here to download the free whitepaper.