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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.