Good marketing practices with objective and impartial information
Posted: Wed Jan 22, 2025 6:02 am
Discover how to achieve superlative experiences for your customers with objective and impartial information
In these times of great disruption, what makes the difference in business is being able to offer a superlative customer experience. This has to be multichannel and personalized – that is, it must be based on the unique behavior and profile of each user or consumer.
To achieve this , organizations need to understand and respect customer preferences. And how can they do this? By obtaining objective and impartial information through proper data management , which offers a 360-degree view of the consumer. As Patricio Cornejo, Powerdata Operations Manager, says in the AMDD magazine column , " In an increasingly digital world , it is essential to have a single , reliable view of critical business data in order to make better business decisions more quickly . "
However, the task is not as simple as it seems, as it car owner database an updated and accurate database. And the reality is that organizations often have poor customer data . This causes them to waste a lot of money on poorly targeted marketing campaigns and also to squander their brand image - due to duplicate emails or messages, for example, or inaccurate information that generates sloppiness in customer service.
You have to understand that today companies make decisions based on their data . And when the data is incorrect, the decisions are often harmful and can cost millions.
Data the power to be extraordinary
Data quality
One of the factors that leads to poor quality information is the lack of integration between the data and systems managed by the different departments of a company – that is, the famous silos. This leads to outdated, inaccurate, incomplete or duplicate information.
Fixing bad data is time-consuming and costly. According to one study, nearly a third of analysts spend more than 40% of their time examining and validating their analytics data before it can be used for strategic decision making.
Improving data quality starts with raising awareness of the importance of the issue and communicating the business cost of having poor data. Then it’s important for companies – at least the larger ones – to appoint a data director and team that can take charge of identifying problems and fixing them at the root, by establishing accredited verification processes . This means clarifying responsibility for data quality and formalizing decision-making through a data governance program and team that is responsible for developing rules, business standards, and policies for correcting data and then documenting them.
In these times of great disruption, what makes the difference in business is being able to offer a superlative customer experience. This has to be multichannel and personalized – that is, it must be based on the unique behavior and profile of each user or consumer.
To achieve this , organizations need to understand and respect customer preferences. And how can they do this? By obtaining objective and impartial information through proper data management , which offers a 360-degree view of the consumer. As Patricio Cornejo, Powerdata Operations Manager, says in the AMDD magazine column , " In an increasingly digital world , it is essential to have a single , reliable view of critical business data in order to make better business decisions more quickly . "
However, the task is not as simple as it seems, as it car owner database an updated and accurate database. And the reality is that organizations often have poor customer data . This causes them to waste a lot of money on poorly targeted marketing campaigns and also to squander their brand image - due to duplicate emails or messages, for example, or inaccurate information that generates sloppiness in customer service.
You have to understand that today companies make decisions based on their data . And when the data is incorrect, the decisions are often harmful and can cost millions.
Data the power to be extraordinary
Data quality
One of the factors that leads to poor quality information is the lack of integration between the data and systems managed by the different departments of a company – that is, the famous silos. This leads to outdated, inaccurate, incomplete or duplicate information.
Fixing bad data is time-consuming and costly. According to one study, nearly a third of analysts spend more than 40% of their time examining and validating their analytics data before it can be used for strategic decision making.
Improving data quality starts with raising awareness of the importance of the issue and communicating the business cost of having poor data. Then it’s important for companies – at least the larger ones – to appoint a data director and team that can take charge of identifying problems and fixing them at the root, by establishing accredited verification processes . This means clarifying responsibility for data quality and formalizing decision-making through a data governance program and team that is responsible for developing rules, business standards, and policies for correcting data and then documenting them.