Benefits of data management are-
1. Establish Controls: As
we began to look at their data and the process by which it was managed, the
Director of Marketing Operations confessed that their “data was a messâ€. We discovered one reason for the “mess†was
the lack of any data control policies.
And when I say “noneâ€, I mean “none!â€
They had allowed any sales person to access or modify any opportunity,
contact, list or lead regardless of whose territory in which it resided. Even the office administrator had full
authority to access, change, or add to the data structure. It was truly a Wild,
Wild West approach to managing data with each person managing it the way they
thought best.
2.
Develop a Data Map: One of the keys to a healthy database is
knowing what you are going to put in it.
It seems simple, but many companies are stuck with a database that has
too many fields and partial data. When asked, “Why is this here?†the answer is
often “We don’t know.†The best thing a company can do is to create a data map.
A data map shows the “flow†of data from intake to output, shows how the
various systems (marketing, sales, etc.) integrate, and defines the uses for
each field.
3.
Segment Your Data: Segmentation is the process of
“sectioning†your data so that you can use it more efficiently to qualify your
prospects. Segmentation allows you to
more effectively gain their attention with your outbound messages, and maintain
engagement. One of the best places to
begin the segmentation process is your existing customer base. By taking a look at the demographics and
other characteristics of your customer base, you’ll be able to develop a
profile (or persona) of your target organization and audience. Also, don’t forget to connect with your
customers and gather their input. They’ll provide information that you cannot
acquire anywhere, information that will be vital to building an accurate
profile.
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