The Importance of Streamlining Customer Data for Marketers
As technology-savvy business professionals, we know the power of customer data in marketing. It allows us to understand our customers, target them effectively, and measure the success of our efforts. However, with the vast amount of data available, it can be challenging to ensure that it flows seamlessly throughout all the marketing platforms we use.
We have already seen how customer data can be leveraged in top-of-funnel activities, such as conversion tracking. But now, it's crucial to also focus on how this data can be automatically and quickly integrated into the appropriate martech platforms. This not only saves time but also maintains data quality and makes it available to marketers faster.
The key to achieving this is by ensuring that customer data is clean and ready for activation and reporting. This means that data from various channels, such as email, organic content, paid media, and app usage, must be gathered and unified in one place. Marketers play a critical role in facilitating this process as they are the ones who interact with these channels the most.
To help streamline the flow of customer data, here are four steps that marketers can take:
1. Collect and use clean data - Marketers are on the frontlines of data collection, whether it's through forms or campaign activities. They can ensure that this data is properly set up by clearly labeling it and making it easily understandable for the customer database. Similarly, they can also ensure that campaign naming is consistent and helpful for sorting reports.
2. Properly format campaign naming and UTM tagging - UTM tags are additional data added to call-to-action links that provide valuable information for marketers. It's essential to have a consistent and well-defined naming system for these tags, and marketers should take the lead in setting it up.
3. Check for redundancies in martech stack platforms - Marketers should have a good understanding of how their marketing processes work within different martech platforms. This allows them to identify any redundancies and eliminate or reduce them. They can also suggest improvements or identify the need for a new platform.
4. Monitor KPI dashboards - Even with the most automated systems, there can be unexpected hiccups in data flow. Marketers must keep an eye on the relevant dashboards to quickly flag any issues and suggest improvements.
At the end of the day, it's in the marketers' best interest to make sure that customer data flows smoothly and automatically. This allows for conversion data to be quickly fed back into top-of-funnel activities, creating a seamless marketing process.
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Originally reported by Martech: https://martech.org/how-can-marketers-help-make-customer-data-available-automatically-and-fast/
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