Using high-quality data in your marketing can transform the results of your campaigns. So what’s more important when it comes to data – quality or quantity? Increasingly, both are as important as each other.
Quantity
In 2016, digital advertisers bought more varieties of data than ever before. Using large amounts of data allows you to layer the data and use it to segment and target your database more accurately by using a combination of demographic segments and other segments around interest or intent.
Quality
As good as it is to have access to a huge amount of data, it is crucial that the data is kept ‘clean’ and up-to-date.
To highlight this, in the UK, on average there are 2.2m home moves each year, over 100,000 divorces and 570,000 deaths. A depressing thought perhaps, but marketing to the deceased is both unethical and costly. Independent estimates suggest that 170,000 mailings are sent every day to the deceased. (Source: Call Credit)
Quality & Quantity
By combining a large quantity of high-quality data you can target your audience appropriately and more profitably. For example, if you know the name, address, sex, age, disposable income and interests of your customers then you can ensure your marketing resonates with them.
Example: Customer segment 1: Female, living in London, in her early 20s, has an income of £40,000+, is active online on the weekends, vegan and interested in charity campaigning.
Adjust your online and offline communications plan for this group accordingly and avoid mistakes. Sending print campaigns on un-recycled paper promoting meat items on your menu to this segment would be a faux pas, while marketing online and including CSR credentials or information about your ethical sourcing in your comms may resonate.
Having access to a large amount of clean, high-quality, well-organised data can:
- Increase response rates
- Improve brand image
- Boost opportunities to cross-sell and upsell
- Save on mailing costs by reducing wastage
- Increase customer acquisition
- Reduce customer stress / dissatisfaction
- Re-engage your most profitable lapsed customers
- Ensure you are compliant with the Data Protection Act.
At AlphaGraphics, we specialise in helping retail businesses deliver data-driven, automated marketing campaigns to improve lead generation. Throughout your business’ timeline, you may have collected reams of data from prospective and real-time customers. With our help, the data can be measured, analysed and used to its highest efficiency. To find out more, visit: https://retail.alphagraphics.co.uk/our-services/
