With digital marketing, good, clean, and insightful data is a key pillar which a business stands to drive growth and profits. Having clear and precise data-driven outcomes should be a priority for all marketers.
When used in tandem with well-defined marketing and sales goals, and various marketing tools and techniques, companies will discover that their lead to sale conversion process can be far less cumbersome and more rewarding.
Possessing clean data will help marketers identify detailed segments based on user attributes, past behaviours, interactions, and other necessary data points. Data can be leveraged for highly targeted campaigns which will drive marketing return on investment (ROI).
Using consolidated data and automation to drive personalised customer experiences
In this rapidly digitalising world, customers are more amenable to purchasing something when they receive highly personalised content. Customers expect brands and companies to know their likes, preferences, and interests, and to have them reflected in marketing communications and the products or services they are recommended.
To do this, your company requires data that captures the target’s traits and behaviours. Marketing teams can then analyse the data, allowing directed messages to be communicated to potential customers through large-scale personalised campaigns.
Gartner reported that in 2020, marketing analytics teams spent 64% of their time on data management, data integration, and data formatting, up from 52% in 2018. A good automation platform will be able to cut your team’s data preparation time so they can focus on what matters – acting on evidence-based insights.
Customer data from various sources requires consolidation, which, ideally, is visualised via user-friendly reports or dashboards. While this may sound difficult to achieve at scale, well-integrated marketing automation platforms can simplify this process.
Ensuring the effectiveness of your customer and organisational data
The journey towards better sales doesn’t end here. Of utmost importance to a business is high quality data – bad quality data translates into bad outcomes for businesses. Research by Gartner has found that US organisations believe poor data quality was found to be responsible for an average of US$ 15 million in losses yearly.
To get the most out of your marketing automation, you should have data that is updated, organised, clean, accurate and highly relevant to your marketing needs and goals. The best way to approach this is with a ‘data driven’ mindset, which results in capturing good quality data at the source – good data quality means creating data correctly the first time. To fully maximise and optimise assets such as leads and data, you should also invest in a solution that addresses data quality and data integration.
Optimising your marketing channels
An omnichannel approach to marketing and communications is highly effective for driving sales, but these functions often operate in silos. This can result in inconsistent customer experience across the marketing funnel and can negatively affect marketing ROI.
Good marketers can identify the most appropriate mediums and channels to push marketing campaigns out, whilst tracking performance in detail. Omnichannel campaigns typically comprise multiple layers of user engagement and actions, all of which require data intelligence to identify insights about each segment.
One option for marketers to achieve this is to use customised solutions that seamlessly integrate multiple tools, functions, and systems with automation to serve the business’s unique needs.
A comprehensive, integrated solution is key
In an ideal world, your marketing team can achieve this without the hassle of platform-hopping or dealing with bulky integration issues. Interestingly, a solution like this exists, and it was developed by Unico.
Unico offers a full suite of marketing automation solutions that seamlessly integrate with legacy databases and systems. By analysing your organisation’s needs through reviewing your existing systems, processes, and marketing functions, Unico’s team will identify where automation can add value. Your customised solution will be optimised to align with your corporate goals, internal KPIs, and overarching marketing strategy.
Unico can also consolidate your customer data and generate customised reports to help your team make informed strategic decisions. Onboarding with Unico is simple, as they will also provide a tailored training program that’s bespoke to your team’s skills and knowledge.
You can rest assured that assistance will be given every step of the way through their 24/7 customer support and maintenance service. To learn more about Unico’s unique blend of consultancy, data integration, and automation capability get in touch today.