Top Three Reasons to Normalize Your Data

Data Normalization

Most businesses focus on data cleanliness. Having accurate data helps to segment customers and analyze the data in terms of marketing in order to engage the brand further. There are a number of reasons to normalize your Data. This facilitates the entire data cleaning process and keeps the customer data clean and organized. Without data normalization one may face several types of data errors.

Data normalization is the process of restructuring the data to ‘normal’ in terms of data integrity. It is a key part of data management that can improve data cleansing, lead routine, segmentation, and other data quality processes.

Data normalization makes the data look clean, organized, easy to read and navigate through, and uniform across the entire customer database. Normalization includes standardization of specific fields in the customer database which brings uniformity.

In addition, here are the top three reasons to normalize your data.

1. Identifying Duplication of Data

Data duplication is a crucial problem that companies face and getting rid of duplicates is an important part of data management. Data duplication can hinder the overall customer experience. Customers may receive the same data more than once which is not very appealing. It not only impacts the sales and marketing aspects of the business, but also increases data storage cost. Normalization makes it easier to locate and eliminate the duplicated data.

2. Improving Lead Scoring

Lead scoring is defined as the process of assigning a value to specific leads in the CRM so that you can identify and grasp potential opportunities. Effective lead scoring is dependent on high-quality data and effective segmentation. For example, a B2B company will assign value to its specific leads based on the job titles as a variable. Moreover, proper segmentation is not possible without normalization. This will impact the values and business might lose out on the best opportunities. Data normalization enhances data quality and improves the process of lead scoring.

3. Reduce Response Times through Normalization

In B2C companies, customers expect faster response time for their queries. Having to feed in thousands of names along with their responses can often be time-consuming. In order to achieve an organized data, companies must have a perfect internal administration team and must use the data normalization tools. Data normalization ensures reduced response times and well-structured data.

There are specific tools that can identify standardization issues and assist in the data normalization process. And also these tools analyze the existing customer data to generate an assessment report. So, based on the report, multiple categories are assigned to help companies normalize and standardize their customer data. This is an ongoing process, which means that the business can track and fix the standardization issues as they arise. In addition, the number of data normalization errors can be limited, resulting in a high-quality customer database.

Data Enhancement

How to Boost your Marketing Efforts using Data Enhancement Techniques

Data Enhancement

Data Enhancement Techniques

Every business, be it product oriented or service oriented tends to face multiple challenges. These challenges can be in terms of production, resources, financial, sales or marketing. The marketing department of every business must work harder to satisfy their existing customers and attract new ones. This process becomes simpler with the help of data enhancement techniques.

Data enrichment, also known as data enhancement, is the process of enhancing your first-party data by completing the missing details. Data enhancement offers better insights and resources that help to implement an effective data marketing strategy. Detailed insights help in better decision-making processes and increased revenue. Data is usually obtained through various external data sources and they differ for different companies. While B2B companies use firmographic information such as employee data and revenue, B2C companies rely on purchase data or demographics.

Data enhancement provides a better ability to the sales and marketing teams enabling them to target the potential audience. Data that is correct, accurate, and organized in the right way can prove highly beneficial for right decision-making.

Business intelligence paves a way into developing effective marketing strategies. Companies are optimizing the ways in which the right data can be collected. It is important that before the data is analyzed, right technologies must be used to enhance the data collection process. Here are some of the sure-shot technologies used by businesses for data collection:

Using Internet Technology

Internet Technology

Web marketers prefer using the internet to collect their data sources. The internet data can be active or passive. For active data collection, customers are directly asked for the data that is required. And also, for Website visitor to fill in a survey that also consists of some essential personal information. This can be a challenging way to collect information since there are privacy issues related to collection of customer’s private information.

In passive data collection, web marketers do not require the direct involvement of customers. Instead, they use the information that is stored on the website server in the form of cookies. Also, Cookies help to track user history, activities, and website searches.

Using Mobile Technology

Today, smartphones have become an evident part of our lives. This means that using mobile technology for internet marketing data collection is a smart idea. Mobile data consists of a rich source of information related to customers’ shopping activities, preferences, and behaviors.

Using Online Survey Tools

Survey tools are a straightforward means of collecting marketing data. Through surveys one can achieve answers to specific questions, which are relevant to our marketing goals. This makes it possible to understand the customer’s preferences, interests, and opinions on certain products and services and data enhancement can be done.

Using GPS

GPS Technology

Collecting data using Global Positioning System (GPS) technology can benefit the local marketers. This technology helps to collect information that depicts the predictable shopping behavior of the consumers and their purchase patterns. Using GPS, we can obtain information like travel history and local competitors.

By using the information gained from the above-mentioned technology, data enrichment process can be carried out. They can be classified as three types:

1. Demographic Data Enhancement

This type of data enrichment involves data such as age, gender, qualification, marital status, number of kids, number of family members, number of cars owned, etc. Thus, it helps to enhance the performance of a marketing campaign.

2. Geographic Data Enhancement

It involves data such as postal address, zip code, office address, mapping insights, etc. This data enrichment is important for businesses to target their audience based on the geographic boundaries accordingly.

3. Behavioral Data Enhancement

This involves data related to purchase patterns, customers preferences, likes, dislikes, etc. So, it is important to understand customer behavior and provide them products and services that they would prefer to purchase.

Data enrichment is not a one-time process but a continuous one. Since consumer data keeps changing from time to time, it is important to update the collected data as per real-time scenario. If not, customers may receive irrelevant offers leading to dissatisfaction. Hence, the more updated data you have, the more satisfying results you will receive from your customers.