High quality data

A – Z of Marketing: Data

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High quality data is the foundation of effective marketing. Collecting, analysing, and using data is the best way to get to know your customers better, and the more you know about your customers, the better you can tailor your marketing to them.

Whilst you need to keep the Data Protection Act in mind when it comes to your customer’s personal data, there is actually a lot of information you can collect without going against data protection legislation. For example, the buying habits of your customers, what method of payment they frequently use, where they are based, if they use computers, and much more. Collecting this kind of data and keeping records of the communication you receive from every customer will go a long way towards your business being able to offer the things that your customers actually want to buy and in a way that appeals to them.

Do you understand your customers?

The data you collect from existing or potential customers should allow you to make informed choices on what kind of products you stock or services you provide. For example, if you are a women’s fashion outlet, you should know the type of garments that are popular for each season, the trending colours, and why certain items won’t sell in the area you’re based. Once you know what will sell, it’s time to advertise it, but if you don’t know where your customers are looking, the word won’t get out. You need to find out if they have email addresses, if they use social networks, and what marketing channels they pay attention to. This way, you’re targeting the people that will bring you revenue.

High Quality data is also what enables the majority of businesses to personalise any communication with their customers. Customising your marketing messages means that you are much more likely to get a positive response to a campaign, and therefore meet your objectives.

So, how do you collect data?

For fresh data that’s being collected for the first time, the most obvious way of getting it is to interview your customers, either by a questionnaire, or asking them to leave comments and feedback on your website. You can also use online data capture by offering the opportunity to register for exclusive offers across multiple channels.

Monitoring activity and response to existing marketing campaigns can also enable you to get an insight into your customer’s behaviour. For example what products, services, or messages are getting the most attention on your social media accounts?

When you want to collect more specific data there are many companies that sell data that has already been collected. Make sure that this has been collected legally, the list members should have opted in to receive communication or for their information to be used for research purposes. This is a great way of getting the information you actually need quickly to produce the best service for your customers.

Before collecting all of this information you may want to invest in developing a good CRM system so that information can be recorded and stored safely in a way that will benefit you. CRM systems are also great for analysing your customer data, helping you to gain useful insights into customer behaviour and expectations.

If you don’t know anything about your customers, it’s almost guaranteed that your competitor does, and a dead certainty that those customers will buy from the company that best targets them. Therefore, whether you’re a start-up or an established business, collecting marketing data is just part and parcel of what it takes to make sure that your marketing activity is successful.

Need help using your data to target your customers? Contact Ketchup Marketing on 0330 088 9277 to discuss.

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