According to a Yesmail Interactive/Gleanster survey, 67 percent of businesses rely on customer relationship management (CRM) data to segment and target customers. Yet, there are several major problems with CRM data that could be preventing marketing campaigns from reaching their full potential. Before launching a marketing campaign, it's important to keep these potential problems in mind and understand what it takes to ensure you're using the most accurate data possible to reach consumers.
The six most common problems with CRM data include:
1. Missing Key Information: CRM data often contains gaps in information. Relying on basic demographic data or purchase history is no longer sufficient. Supplement basic info with more detailed information, such as purchasing preferences or Web history. Without this type of information, it's difficult to understand how to reach customers effectively.
2. Out-of-Date Information: Customer information changes often, but the data marketers most use to reach customers doesn't always update as quickly as we'd like. Whether a consumer has moved to a new city or has changed his or her purchasing habits, campaigns will not be effective if marketers are relying on information that does not update as customers' lives change.
3. Incorrect or Unverified Data: Similarly, the data used for marketing campaigns needs to be accurate from the start. Marketers often rely on unverified data that could be incorrect. For marketing campaigns to be effective, it is crucial for marketers to reach consumers in a highly targeted way. Without verifying information, marketing efforts and resources could be wasted.
4. Lack of Insight: Even if CRM data is up-to-date and accurate, it's still just data. It provides marketers with as much information about a customer as possible, but doesn't reach conclusions. Marketers need to use this information to uncover their own insights to effectively reach consumers at the right time, through the right channel and with the right message.