When Data Is the Problem, Not the Solution: Five Use Cases Driving Better Data Hygiene

Raise your hand if you are tired of hearing people say “the world has changed” or “this is our new normal”. (We will stand still for the collective manual survey.)

There is some truth to these tropes, but the reality is that you rarely go hand in hand with real advice on how to adjust your marketing strategy in a COVID (and post-COVID) world.

Because? Because, frankly, most of us are still navigating the changes week after week.

At this point, it is difficult to predict the next month, let alone the next quarters or years.

But here’s what we know: the world went digital before the emergence of COVID. This is doubly true. And with that, marketers and revenue teams who never thought about the quality of their data are definitely thinking about it.

Data is a problem, not the solution

We have heard for years that companies and managers have championed the value of data units. We build stacks of technology around data collection and performance, and there is no high-performing company in the world that uses data in any way to inform and guide its strategies.

When used correctly, data can be an incredible resource.

But there is a small secret hidden beneath the surface of the data gold rush: while most companies today make decisions based on, not all decisions are well-informed.

Worse, not all data is useful.

For marketers and revenue teams, the risk is just as high.

With inaccurate, incomplete, or unenriched data, the campaigns you run are like shooting arrows blindfolded in a newsroom. You can achieve something, but it is probably not the growth goal you are looking for.

This is especially true in the world we live in today.

Five use cases that translate into more data hygiene investments

Many companies today freeze their budgets. Others spend, but only on existing suppliers or essential products and services.

For marketers, this is a difficult world to navigate because the traditional manual has to be thrown out the window. Today, it’s about focusing on the market segments and the buyers who can buy and getting the right levers to get there.

To do this, teams of marketers and revenue generators need high-quality, reliable, and accurate data about their customers and prospects.

In concrete terms, five key use cases in today’s business climate are the driving force behind the use of hygiene and data enrichment:

  1. Discover and use existing relationships.

Many industries freeze expenses; that’s why marketers and audit teams strive to increase current customer relationships. But selling to these accounts requires an accurate view that allows for an effective target and target. By cleaning up your primary data and enriching it with third-party data, you can discover and manage these relationships with surgical precision.

  1. Develop a clear understanding of the parent-sibling relationship.

One of the best ways to drive growth in an economy in crisis is to focus on current customers who have not stopped spending and have the potential for cross-selling and growth. To do this, however, you need a clear overview of your penetration into each account and any parent-sibling relationship you are aiming for. A combination of clean, enriched primary data and third-party data is critical to defining these hierarchical business relationships.

  1. Focus on the affiliate or franchise accounts that you have already earned.

If you have been approved in the sale of the branch, call the corporate office to see if you can close a larger deal that opens the door to new revenue and possible cost consolidation. To do this, you need rich, clean data to properly manage that relationship and make sure you’re targeting the right people.

  1. Set up similar campaigns.

As in the previous use case, you can also duplicate the types of accounts you know in the market, where you already have a solid and market-friendly product. The best way to do this is to create similar audiences based on these reports, a tactic that still requires excellent data hygiene for an accurate audience composition.

  1. Present a clear, defensible, and well-founded case of ROI.

When you see different customers, you end up creating a single source of truth that can help you improve relationships in general. Besides, more accurate targeting, driven by better data quality, helps you target the right accounts at the right time, improving conversion. The net result: get more value for every dollar spent and have reliable data to prove it.

There are more use cases in sales and marketing organizations that are driving companies to focus more on data hygiene, but that’s the idea.