Marketers are talking a lot about cross-channel marketing that occurs through online advertising, social media, brick-and-mortar locations, mobile and more. This new and changing environment is causing marketers to rethink current strategies to better connect with consumers.
Adele Sweetwood, VP of SAS Americas Marketing, explained that “Marketing has been flooded with channels… Marketers need to leverage each channel effectively and take advantage of the data and information delivered from each channel.”
While this trend gives more opportunities for customer interaction, it requires marketers to gain more consumer insight to effectively leverage each channel. The additional intelligence is gained through analytics and business intelligence.
Analytics is a growing component of strategic marketing, allowing for targeted messages and improved consumer interaction. With the growing number of channels and the need to provide a consistent customer experience, analytics and business intelligence have become imperative for marketers. However, not all marketers are able to achieve the data insight required for an effective cross-channel strategy.
According to recent Experian QAS research, organizations believe that on average, 25 percent of their data is inaccurate. That level of inaccuracy hurts the reliability of analytics. That could be why the largest challenges in engaging in cross-channel marketing are having enough information about the consumer and having accurate information.
In order to gain the benefits of cross-channel marketing, marketers need to take steps to improve their contact data management practices. Marketers should ensure they:
- Validate information upon entry to ensure it is standardized and accurate
- Link consumer information across channels
- Combine desperate sources of data to create a single view of each consumer
Marketers need to consider data quality as part of their cross-channel strategy. Without accurate and accessible information, organizations are unable to leverage the business intelligence necessary to better understand today’s consumer.
To conclude, I quote Sweetwood again: “Ultimately marketers will be most successful if, as an organization, you’re paying attention to your data and have the right tools to empower your team with the right information. That’s what gives marketers the ability to innovate.”
To learn more about the research cited in the article, download the latest Experian QAS report ‘Unlock the power of data.’