How Bad Data Can Mess Up Your Marketing 3 Tips You Need To Know.

Nov 01, 2017

How Bad Data Can Mess Up Your Marketing 3 Tips You Need To Know.

Data and more data we need data!

It’s true data is the key driver in delivering on marketing campaigns that you work so hard on putting together but if the data is screwed well let’s face it you will be too.

You managed to gather all your data, analyzed it, and began making decisions based on that analysis. Then …. Boom! Your marketing went from bad to worse. What happened? Did they lie?

No, the problem here is most likely due to bad data. Bad data has a tendency to ruin everything it touches. Here’s how bad data affects you and what to do about it.

Bad Data Leads You Astray During Lead Generation.

How Bad Data Can Mess Up Your Marketing

Data is key when working on lead generation campaigns ask yourself or your marketing department:

  • What content is most suitable for your target audience?
  • Where do you generate leads that are most likely to convert?
  • What techniques are most likely to spark a lead to convert?

If your data is dirty, you’re going to answer all of these questions wrong.

Bad data can really mess with your customer profiles and cause you to make the wrong assumptions on who your customers are, what they like, and where they came from. It hurts your chances of success from the lead generation stage, and hinders your customer relationships, even with your most loyal and long-term customers.

Consider the customer persona you developed at the start of your marketing journey then this led to creation of your segmented customer profiles are you targeting the right type or is the profile away down the yellow brick road leading to somewhere.

Clean data means eliminating all of the duplicates, making sure that things like job titles are correct, and getting rid of obviously fake data, like CEO Mickey Mouse and the finance director of the Imperial Death Star.
Bad Data Hurts Your Marketing Effectiveness

How up to date your customer data

Here are some ideas to consider:

  • Did you know that between 30% to 40% of your contacts will change jobs this year?
  • Sixty-six percent will change their job titles
  • 43% will get new phone numbers
  • 34% will change their names, and 37% will get new email addresses.

Therefore, if your data is a year old, it’s next to worthless.

How Bad Data Can Mess Up Your Marketing

Even data that’s a few months old is outdated. This makes it imperative to conduct regular communications to your contacts and encourage them to communicate with you, even if it’s just to get some free content so you know they’re still around.If you are integrating your email software with a CRM which you should be this will be an advantage when looking at those all important touch points with your contacts, plus update as often as you can.

Bad Data Makes You Look Bad to Your Customers

We have all done it (don’t lie) even the best can screw it up, I am talking about how well you know your customer, for example your customers name is Sara not Sarah and Sara is now CFO not someone in finance.

Sara will thank you in the long run and you won’t look like a dork!
That’s good data.

Imagine you have been promoted to sales director (big cheese huh!) however in your inbox you get an email from ABC company addressed to you the account manager… em not good.
Likewise, your customers don’t want to get emails from companies that fail to recognize their promotions or new positions.
Keep your contact lists and other data up to date so that you don’t alienate them with the wrong messages.

So Good Data Makes Sense.
Building a persona , matching the profile, collating the data and ensuring that the data is correct can ensure that your marketing campaigns have better results and are measureable.

Is your data failing you?

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