Dirty Data Done Dirt Cheap
In this guest post, general manager of data marketing firm Colourwise, Colin Fraser (pictured below) shows brands how to identify their data and use it to make cash registers sing…
Australian businesses receive a wealth of data from their customers through a variety of different communications channels, and all too often this data is either maintained poorly or it is not captured correctly in the first place. Businesses need to use their data correctly to help create communicate and engage with their customers better in order to a create a more meaningful relationship and provide greater brand recognition.
Being smart with your data begins from the first point of contact with your customer as they provide you with their details, but there are a number of key steps you need to take after this one to ensure you are getting the most from your data.
- What is useful data?
Identifying what type of data is useful to your business depends on the goals and objectives you have set. Identifying who your key stakeholders and target market are will give you an indication about what type of information they are likely to supply. To help solve this issue, use the goals and objectives of your campaign to indicate what is the ‘must capture’ data you needed in order to make your campaign a success, it will be different for every campaign. As a guide, it is recommended to obtain at least their full name, address, preferred contact email and mailing address.
- Capturing relevant data
The success of a digital, print and mail communication campaign can live or die by the data being used. For this to be successful you need to understand how to capture the relevant data you will need. A common issue that occurs when sorting data is that the quality of the data is incomplete, incorrect or irrelevant to your campaign.
Social media offers business a great opportunity to capture data they would not proactively share with a business has changed how are able to capture data. If you are able to offer your customers an option to sign-up or lodge an inquiry about what you are offering through social media, this will open you up to a significant amount of useful data that is often very hard to capture.
- Sorting through data
Once you have identified your ‘must capture’ data, it’s important to create a system to sort through and maintain your data to ensure its integrity is upheld. The purpose of data cleaning is to ensure you are delivering pieces of communication to the correct target audience to ultimately result in a return on investment (ROI). For a direct mail campaign, having the correct data can equate in more targeted deliveries, meaning fewer send outs
and less ‘Return to Senders’, resulting in reduced costs. Many businesses will invest in a CRM system to help with sorting through their data, or alternatively outsource it to experts who are able to make data sorting a painless endeavour.
- Making sense of your data
Once you have all of the data you need and it has been sorted, you need to be able to analyse and understand the story it is telling you. Making sense of the data starts at the very beginning of this process by identifying what useful data you need for your campaign, based on your goals and objectives. A good starting point to analyse your data is to overlay the data you have captured with that of your target audience. Through this, you should be able to identify any similarities or opportunities with both sets of information.
Data is definitely overwhelming; but it makes good business sense to take advantage of all the benefits and possibilities it offers. Specialists in data solutions are able to analyse your data and determine the best methods and channels of communicating with your stakeholders, and can also combat certain data by analysing records that aren’t delivered, catching the correct data and delivering it back to the correct address. The experts’ job is to make data capturing, sorting and analysing simple, reduce the costs spent, and provide you with the opportunity to actually reach your target audience.
Customers are continually providing and businesses need to start using it effectively. Streamlining a process to identify, capture and sort through data is critical, especially for digital, print and mail communication campaigns. If you haven’t yet begun to effectively use your data in your marketing strategies, start integrating it into campaigns where you know who your target audience is and what it is you want them to do.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.