The success of any digital marketing campaign
largely depends upon the quality of data you have collected. Inaccurate or
obsolete data can seriously hamper your lead generation and nurturing efforts.
Suppose you are using a 2 year old database. You
call a principal prospect, only to find out that the person is no longer
associated with the same job title, or even the company! Or, the email address
you had been using has been changed, and your emails aren't even reaching the
right person!
It is also possible that you have multiple entries
for the same person in your database. As a result, if you end up sending the
same message multiple times to the prospect, you can land up in their spam
list.
Thus, the necessity of maintaining an updated and
error-free database cannot be overlooked. Here is where the systematic process
of data profiling can help you. It helps you remove any inaccurate or outdated
data, and get rid of duplicate entries. Data profiling also allows you to
segment your data into various categories like geographical location, job role,
company size, etc., for more accurate prospect targeting.
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