How To Use Your Marketing Data Efficiently?

The key to achieving business success hinges on high-quality, reliable data. Consistent with a recent study , data quality leaders experience higher customer satisfaction (93 percent), potential customer lifetime value (93 percent), brand value (92 percent), operational efficiency (89 percent), and sales conversion rates (89 percent). With all of the advantages provided by top quality data, it's absolutely paramount to the success of all analytical models.

In order to reap the advantages of massive data for marketing attribution measurements in today's omnichannel landscape, it is vital to know several key elements that help ensure efforts are accurate, and more importantly, beneficial to campaign efforts.

Analyze the proper Omnichannel Data

To attain successful omnichannel attribution across both online and offline channels, search for specific data sets which will help match consumer actions across channels right down to the person level. Specifically, focus on:

• Print: Subscriber lists which will be matched to geographic regions

• Television: TV and cable box subscriptions that highlight advertising reach and air time

• Radio: Broadcast range and postcode data

• Digital: Multi-touch attribution measurements and engagement metrics across devices

• Marketing Landscape: Brand authority measurements, marketing mix models and artistic messaging a/b test data.

By analyzing these disparate datasets, marketing teams can take a good range of general insights and find hidden trends at the individual level. With the proper marketing analytics platform, they will use this to make in-depth profiles for targeted consumers.

Distill your Data with the appropriate Technology

Not all marketing analytics software is made equal. So as to accurately organize and distill the huge amounts of knowledge being pulled, search for a platform with the potential to match congruities together across the varied data sets pulled. Piecing together congruities at machine speed allows you to spot consumer behavior right down to an individualized basis, helping to attribute across the omnichannel marketing landscape.

Organize the Data Across the Omnichannel Customer Journey

In order to show the large data you've distilled into actionable insights, you would like to know where engagement occurs at touch points along the customer journey. This way, the touchpoints scored by your attribution models will accurately highlight where a consumer engages along various channels, and when these engagements are presumably to possess an impression .

Conclusion

Having access to large data sets alone doesn't necessarily make them useful. Understanding the importance of knowledge quality and where big data fits into measurement and modeling efforts is vital to accurately leveraging that data and effectively attributing touchpoints across the omnichannel marketing mix.

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