Marketing Strategies: 3 Ways to Overcome Data Challenges

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Discover why data quality issues can impact marketing strategies and their results and how to solve them, boosting their effectiveness.
The data challenges that often arise when designing marketing strategies often have a common denominator: quality . The challenges that data quality poses to marketing can jeopardize the results of campaigns, although they can be avoided.


Conducting a diagnosis prior to defining marketing strategies helps to identify whether the information available to the department to work with is complete, up-to-date, perfectly integrated and free of duplications or errors.



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3 Problems That Can Harm Your Marketing Strategies and 3 Effective Solutions
The marketing department of any company paytm database its most visible face on the outside and, behind closed doors, it should be the meeting point for information from the entire organization, at least with regard to the customer and the customer life cycle.

When not understood in this way, the effectiveness of marketing strategies begins to be compromised by problems such as the following:

Lack of global vision . Although each department in the company may have its own sources and systems for collecting information, these processes need to be standardised if we want to encourage the generation of knowledge. Data is the fuel for marketing strategies and the more complete the information that can be worked on, the greater the chances of understanding the customer and correctly defining the parameters of each action. The solution is to improve data integration and apply Master Data Management techniques.

Lack of filter. It is not only necessary to think about the economy of resources and regulatory compliance , two of the most important reasons for carefully choosing which data to collect from customers and users. It is also necessary to apply other types of filters that will increase the effectiveness of marketing strategies. These are those related to data quality. Data cleaning, profiling and data matching processes manage to deliver information assets that ensure that the data meets all the quality attributes necessary to allow working at maximum performance and in conditions of minimizing errors.

Lack of profitability. In relation to the previous point, we must talk about the ROI of marketing strategies . When you have a database riddled with errors, where there are duplicate records and errors in email addresses, for example, the effectiveness of sending email campaigns is reduced. Emails that go directly to the spam folder, users who delete communications without even reading them or emails that, by mistake, do not reach their recipient or are received twice. These are all too common problems today, which negatively affect the brand image and reduce the profitability of the actions undertaken. All of them could be solved with a data quality plan, the right tools and solid data governance .






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When talking about marketing strategies, it is necessary to mention data quality . A campaign, whatever its type, cannot work without the support of realistic knowledge of the customer and operations. But this can only be achieved when there are no errors and each of the data used meets the necessary quality conditions.