Improving Omnichannel Marketing With Accurate Data
Today's digital consumer expects that a given brand will provide a consistent customer experience, regardless of the channel. With so many new channels available for communication and interaction, marketers have an exciting new challenge of seamlessly sending brand messaging across many mediums.
Operating across a wide number of channels is no longer a trend; it's the way businesses need to operate to survive. According to a recent Experian QAS survey, large organizations operate in an average of four different channels, the most popular being an organization's website.
Marketers are also leveraging many different touchpoints to actively reach out to consumers. The most important communication channel for marketers in 2013 is email, followed by social media and landline phone.
Unfortunately, many brands currently operate channels in siloed environments, segmenting information and interaction. To create a consistent customer experience, marketers need to rely on analytics and business intelligence.
Organizations need to reconcile all consumer interactions, regardless of the channel, along with past purchase history and personal preferences. This knowledge will allow you to create messaging relevant to the individual, regardless of whether they're visiting your website, responding to an email promotion or visiting a point-of-service location.
Unfortunately, most companies struggle with data accuracy. According to the same survey, 94 percent of businesses suspect their customer and prospect data might have inaccuracies. On average, as much as 17 percent of information in a database is believed to be wrong.
To create strong analytics and inform business decisions, marketers need to ensure the accuracy of consumer information. Data quality isn't traditionally viewed as a marketing responsibility. However, marketers need to ensure that the information used in segmentation and analytics is accurate and will positively influence the messaging that reaches consumers. Otherwise, their efforts will be wasted.
There are several ways marketers can ensure data quality for their analytics: