Is Data-Driven Marketing Living up to Its Promise?

Corrie Brague
Posted by Corrie Brague Director of Product Marketing Management Thursday, October 19, 2017 - 11:51

Corrie Brague is the Director of Product Marketing Management for Quadient. She leads the product marketing management team and helps to drive the direction of both Mailing and Data Quality solutions based on customer and market insight. Corrie has over 19 years of experience in data quality and mail automation software solutions. Prior to joining Quadient, Corrie worked at Firstlogic, Business Objects and SAP in various roles, including software engineering, development management, program management, and product management. Corrie has co-authored two books on Enterprise Information Management, contributing expertise in Data Quality, ETL, and Information Governance.

Customer Experience Update
Is Data-Driven Marketing Living up to Its Promise?

Interestingly enough, the problems now being realized by marketers have been seen as traditionally IT-related problems for years. But, now as the business climate changes and consumer expectations are on the rise, the burden has been passed along to marketers – who in many cases now rely on data to feed their personalized and segmented campaigns. 

According to a Forbes article, posted on October 2, 2017, titled: “Data Quality Issues Vex Marketers…” there was a key question being discussed, “…about whether data-driven marketing was living up to its promise.” What was interesting to me, coming from the data quality software space, was that there are tools available to solve this problem. It’s just that marketing hasn’t typically been involved in this conversation and therefore, has been left on the fringe. 

A quick look at some of the problems presented in the Forbes article

  • “By now, almost everyone in the advertising/marketing/media ecosystem buys data from third-party providers, and almost everyone is either running, building or renting a data management platform to connect that third-party data with their own first-party data.” In data quality speak, a connection that could be enhanced with a Single Customer View.
  • “Yet this very complexity gives rise to the anxiety since it is impossible for marketers to get a clear view of what is in the databases, how they were compiled, how accurate and “fresh” the data are, and whether the segments being sold are based on sound inferences.” In data quality speak, this is a plea for data quality profiling and analysis.
  • “Even database segments that are derived mostly from simple demographics (like age and gender -- attributes that are presumably easier to verify and more likely to be stable) have been called into question.” In data quality speak, questions that could be clarified with data analysis and validation.

There’s one point that I would challenge in the article – it seems small, but can actually be solved today. “Nothing tells you how the data were collected, nor is there any scorecard to give an indication of how accurate they are.” True. There is no way to tell you when purchasing third party data, to know exactly how and when they were collected and how they were managed over time. However, I would claim false to the statement that there is no way to get an indication of how accurate they (the data) are

The answer: Yes, data-driven marketing can live up to its promise with the right data quality solution.

Quadient can provide marketers with the tools needed to gain quick confidence in their data.  With Quadient DataCleaner, you can run comprehensive quality checks and data analysis across your entire customer database and visualize your results via convenient reports and dashboards to better understand your data makeup and quality. In addition, Quadient has offered Data Services for years – ranging from address correction to phone and email append services. On top of that, Quadient has a data scorecard that can check the accuracy and current state of customer data. If marketers have a list, we can run a test. It doesn’t solve the problem of knowing before you buy. Yet, it does solve the problem of knowing before you send to those customers who matter most to you! 

Rest easy. Some of this can be solved today by simply looking at the problem in a different way – as a data quality problem that feeds your customer communications.