Marketing Automation and Your Contact Records: A Five Part Series That Every Marketer Can’t Miss (Part 4)
“Well-integrated and accurate customer data is one of the best assets marketers have at their disposal to effectively personalize and engage customers, drive conversion rates, boost loyalty and trust, and ultimately maximize sales.” (Vera Loftis, UK managing director of Bluewolf, Salesforce experts)
Bottom line: you want the very best long-term outcome for your marketing campaigns, yes? The goal is to build a sustainable marketing automation platform, and in the world of data integrity, validation and verification are the keys to unlocking its success. And really this needs to happen at the beginning— at both the point of data capture AND/OR when migrating to a new marketing automation or CRM platform. Here’s the opportunity you’ve been waiting for!
Migrating data between platforms allows for a fresh, clean start. This is an ideal time for your Data Quality Gatekeeper to launch a preemptive strike against bad data (validate and verify). Essentially, they need to make sure that migrations and the fields being imported are accounted for BEFORE importing the data, i.e., mailing addresses, phone numbers, and email addresses can all be validated and brought up-to-date, as well as attaching demographic and firmographic information to corresponding contact records. And let’s not forget about data formatting and purging duplicate records. This is the time for remediation.
Implementing the Right Tools
“To handle source data issues upfront, organizations need to employ a powerful, automated discovery and analysis tool that provides a detailed description of the data’s true content, structure, relationships, and quality. This kind of tool can reduce the time required for data analysis by as much as 90 percent over manual methods.” (Jeffrey Canter, Exec. VP of Operations at Innovative Systems, INC.)
Now you’ve followed our recommendations and have your gatekeeping system, or data governance strategy, up and running, but perhaps you’re thinking, “what’s the best way to do regular data quality check-ups and maintenance from here on out?” Honestly, you need a systematic solution in place that you can trust and rely upon. One that will continually provide THE most accurate, genuine, and up to date data for your company. AND you will want a program that, once it’s set up and running, will allow you to get on with other important jobs. Seriously, it should be as simple as “set it and forget it”.
Look no further! Service Objects provides a comprehensive set of solutions that will validate and verify your data as it’s being migrated or captured in real-time. Let’s take a look at just some of our Data On-Time Solutions (DOTS) you can choose from:
Lead Validation: A real-time lead validation service that verifies contact name, business name, email, address, phone, and device while providing an actionable lead score.
Email Validation: Verifies that the email addresses in your contact and lead database are deliverable at the mailbox-level. This feature corrects and standardizes, while assessing if addresses are fraudulent, spam-trap, disposable, or a catch-all.
Address Validation: Uses USPS® certified data to instantly validate, parse, correct, and append contact address data, including locational meta-data and the option for Delivery Point Validation (DPV).
NCOA LIVE: Keeps your contact mailing list accurate and up-to-date with data from the USPS® National Change-of-Address database (NCOALink).
Email Insight: Appends demographic data to emails from proprietary consumer database with over 400 million contacts. Supplies you with valuable info i.e., city, geolocation, age range, gender and median income of the address owner.
GeoPhone: Gives you accurate reverse telephone number lookup of US and Canadian residential and business names and addresses.
Phone Append: Supplies you with the most accurate lookup of landline telephone numbers available.
This is quite a lot of information to digest for sure. So, how do you know “what” solutions will work best for YOUR platform? Depending on your individual needs, our free Data Quality Scan will determine where your contact data might be falling short. Then you can take steps to clean up your contact records for good.