Profile: Marie Myles is Director of Consulting for Experian Marketing Services. She can adapt and apply her extensive skills in any sector where customer data management and the application of analytics and research are key to added value.
Data Quality Management need not be seen as a mammoth all singing and all dancing project. For smaller (and larger enterprises), data quality can be achieved in small controlled steps. Here are 7 simple steps to help extend data life and retain data worth.
5 main points to achieve higher levels of data quality.
Data quality begins at source, which is the key when establishing best practice around data quality verification.
In this blog, I will be delving into the world of Data Quality Management in small to medium enterprises. In my many years of data management experience, necessary processes are not always seen as a “must have” and this seems to be rife in smaller organisations.
I recently attended a conference about Big Data. All the big IT players were there, lots of clever stuff was discussed and new toys and techniques were dangled in front of us all in the promise of making our businesses more effective. But then I had a feeling of déjà vu. I couldn’t help feeling that I was back in one of the CRM conferences from about 10 or 15 years ago.
With 107 trillion emails sent worldwide last year, the fight to stand out and grab attention gets harder and harder. Added to this moves by some ISPs to penalise senders who have lower engagement metrics with their subscribers has added more woe to the story.
With more marketing channels than ever before, marketers now have access to an absolute wealth of data to enhance customer engagement. It’s opening up a lot of opportunities – but also posing a few challenges.
Both CRM and Customer Engagement promise increases in loyalty and customer profitability based on the delivery of continuous value to customers. CRM saw the first step away from one-way, mass marketing to two-way dialogues and with it came new technologies to facilitate these relationships. But in most cases it was the company that drove the conversations and not the customer. However, with the advent of Web 2.0 and social media applications, the power of the consumer to drive these conversations has grown significantly.
So you’ve got lots of data, but do you know what to analyse and which metrics to use?
I spend a lot of time talking to clients from a wide range of sectors about their headaches and of course looking for ways to take away the pain. And if there is one single theme that unites clients with an online presence today, it’s the challenge of making sense of the vast array of data they now have available to them.
Culinary luminaries despise dishes with too many ingredients – but is it the ingredients that pose the problem or the execution of the dish? Great ingredients, a talented chef, but no recipe.
Let’s take a growing business, with growing customer touch points. Increased customer interaction leads to increased data capture across multiple, growing channels.
