The Dos and Don'ts of Data in Marketing

If you have started building a database of have a large database in your business then this is for you. Marketing is becoming more challenging as consumers want a more personalised experience.

There's a big difference between generic and personalised messages. For example:

Generic messaging: "The perfect beard wash for your every day use" and

Personalised appeal: "Steve, we know what works for longer unruly beards like yours. We've got you covered with our beard wash designed for longer course beards.

But how do you get to such a personalised message? Data.

Data is king when it comes to understanding customer behaviour and digital experiences. Here are 5 key dos and don'ts to manage your data better:

DON'T silo data

You are risking poor data quality and inaccurate reporting when data comes from many different systems that are not or cannot be integrated.

DO integrate data and your CRM with marketing tools

DON'T make decisions based on low quality or inaccurate data

DO implement data management and governance

DON'T rely on website cookies or user engagement insights

DO make the most out of first-party data

DON'T expect the same results if you're not using personalisation

DO utilise data to implement targeted messaging

DON'T buy data lists

DO remain compliant with privacy laws

Get in touch with Found Atlantis Design for an assessment of the state of your data and more tips and tricks on how you can personalise your marketing program.