You are planning or already running great marketing campaigns? Good for you! But do you also evaluate them accordingly to gather valuable information for further steps? Customer data is crucial to your marketing success today.
Data collection
Certain marketing campaigns, such as newsletters or exclusive and high-quality content, are perfectly suited to generate user data. Businesses that offer relevant and interesting content increase the willingness of potential customers to share information about themselves. However, many companies are not exploiting all possibilities because they fear they might not be able to handle large amounts of data (big data). However, you can hardly have too much information in marketing. The more data, the more accurately will marketers be able to deliver great experiences to their potential customers.
Evaluate analysis
Data can only be of value to a company if it is properly evaluated. Only looking at information punctually can be a fatal mistake, possibly leading to a gross misjudgment of the target person or group. Too often, data is considered independent of context. Analyzing data in the context of information that has already been collected will lead to a much more detailed picture of potential customers or the existing customer base. Not only will brands be able to respond to the needs of their target group, they might also discover new ones.
Data analysis tools have become almost indispensable for this. However, marketing automation tools such as Hubspot, Eloqua or Mautic, which can be used to automate campaigns, have already integrated analysis features and can be of service as well.
The correct handling of customer data
With great power comes great responsibility: if you collect a lot of data, you have to deal with it appropriately. This means that data must be handled in compliance with the relevant data protection regulations. It should be noted that from 25 May 2018, the new General Data Protection Regulation (GDPR) comes into force. Read more about this in our free white paper.
Be that as it may, checking whether data transmission and processing complies with regulations should be done regularly in general. Adequate data management protects customers and therefore their trust in your brand - a win-win situation.
