This article was based on the interview with Matt Swalley of Omneky by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Data is the lifeblood of marketing efforts. Marketers rely on data to understand their customers, personalize their messaging, and optimize their campaigns. However, as the saying goes, garbage in, garbage out. If marketers start with bad data, they will not get the optimal results they desire.
To ensure success in their marketing efforts, marketers must prioritize starting with quality data. This means having accurate, relevant, and up-to-date data that can effectively power their AI-based transformations and omni-channel personalization strategies. So, how can marketers ensure they are starting with the best data possible?
First and foremost, marketers need to invest in data quality management. This includes regularly auditing their data sources, cleaning up any inconsistencies or errors, and ensuring data is properly structured and organized. By maintaining high data quality standards, marketers can trust that the data they are working with is reliable and accurate.
Additionally, marketers should prioritize data governance practices. This involves establishing clear guidelines and processes for how data is collected, stored, and used within the organization. By implementing robust data governance practices, marketers can ensure data integrity and compliance with regulations such as GDPR.
Furthermore, marketers should leverage technology solutions to help improve data quality. This includes using data validation tools, data cleansing software, and data enrichment services to enhance the accuracy and completeness of their data. By incorporating technology into their data management processes, marketers can streamline data workflows and improve overall data quality.
Starting with quality data is essential for marketers looking to drive successful marketing campaigns. By investing in data quality management, data governance practices, and technology solutions, marketers can ensure they are working with reliable and accurate data that can power their AI-based transformations and omni-channel personalization strategies. Ultimately, quality data is the foundation for effective marketing efforts and is crucial for achieving optimal results in today’s competitive landscape.
