How Low-Quality Metrics Are Tainting Your Marketing Automation Campaign

Effective lead generation is a major focus among businesses. Ideally, businesses seek to generate the greatest number of leads for the least amount of money. Yet, there are a lot of mistakes that can hinder lead generation and cause the downfall of an otherwise effective marketing strategy. Low-quality data is perhaps the greatest threat to a marketing strategy, and it can greatly skew your data analysis, leading to poor marketing decisions. Fortunately, there are ways to improve the quality of your data and enhance your analysis.

Routine Data Cleansing

Data cleansing is perhaps the most important tactic for improving the quality of your data. As a business accumulates data, soon useless datasets get mixed in with the rest of the data, which can lead to incorrect trend analysis. Sometimes the customer data is typed into the system incorrectly, or the customer moves, resulting in skewed geographical data. Oftentimes duplicate data can occur when customer information is entered multiple times into a system.

These instances all lead to misleading data analysis, as you'll have collected incorrect or outdated data that indicates the demographic information and spending habits of customers is different than it actually is in reality. While this may not sound like a huge deal, when incorrect data becomes a pervasive problem, it can greatly skew your overall data analysis, leading to marketing decisions that are based off of false trends. In turn, you marketing campaign will be producing far fewer leads, while costing your company a lot of money. With routine data cleansing, you can eliminate incorrect data, so all of your data analysis will be up-to-date and accurate.

Eliminate Data Silos

Another reason data analysis can be incorrect is due to data silos. Data silos greatly reduce the effectiveness of data analysis by providing marketers with misleading views of the customer. Within any given business, there are a multitude of different departments, each of which accrue separate sets of data. Oftentimes, the data can become segregated within each department, so data analysis fails to encompass the current state of the entire company, resulting in a limited understanding of the customer.

To eliminate data silos, businesses need to find a way to integrate all of the data from each department and consolidate it to find a single source of truth within the company. Once the data has been integrated, data analysis will prove much more effective, allowing marketers to finally gain an understanding of the bigger picture.

Marketing automation For an up-to-date view of the customer, data integration is key.

How Do Businesses Solve These Problems?

Marketing automation software is an effective tool for both data cleansing and data integration. By offering a cloud-based platform, all departments can store data directly in the cloud, so all company data remains integrated and data silos don't develop. It also makes big data easier to manage and organize, so companies can accomplish data cleansing more efficiently and stay on top of incorrect data accumulation. In turn, businesses will be able to leverage big data more effectively, leading to better marketing decisions and improved lead generation.

ReachForce SmartForms helps marketers increase revenue contribution by solving some of their toughest data collection and management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like landing pages better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce SmartForms can help you improve your lead generation efforts at your own pace.

To learn more about how ReachForce SmartForms can help you optimize lead generation and improve your impact on revenue, sign up for a free trial and get a demo today.

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