Once upon a time, demand was initially driven by relatively simple demographic data. However, given its ease of availability, this information is no longer enough to craft cutting-edge advertising campaigns, which is why we wrote this guide on data enrichment and email marketing campaigns.
Worse still, it is often incorrect or out-of-date. In order to produce practical marketing efforts in the modern day, companies need to add more nuanced knowledge to the demographic information they already have. While you may learn a lot from your existing data, it does not provide a comprehensive portrait of your consumer.
In today’s era of big data, standing out requires robust data enrichment technologies to combine several data sources into a comprehensive study of each consumer.
If your information is complete and up-to-date, you can fine-tune your campaigns to reach your customers better and cement your brand in their minds. Keep reading to learn how data enrichment may help you decipher your unstructured data and improve your marketing strategies.
What is Data Enrichment?
When businesses attempt to gather data from a wide range of places, they often wind up with a jumbled mass of data points that are either insufficient to draw meaningful conclusions or include insufficiently accurate information.
By providing more context and improving the quality and accuracy of your data, data enrichment helps you realize your data’s full potential. When you combine your database with outside information, you get the ability to:
1. Complete your data by filling in the blanks
2. Put together the puzzle pieces from various sources.
3. Verify that the same information isn’t stored in more than one place.
4. Target with more precision
5. Make up fresh ad sets for your clients.
6. Gain new understanding by analyzing your collected information.
With data enrichment, you may develop an integrated view of your clientele. As a result, it’s common practice to combine data collected in-house with data obtained from the outside world. However, there are primarily three approaches to data enrichment:
- Direct. One way to learn about what your customers like is to have them fill out a survey.
- Internal. The system may merge multiple databases into one centralized record if they include information on the same user.
- External. If you want to add more data to your contact database, you may utilize an outside provider.
You can get the best out of your current data silos by strengthening your data infrastructure with enriched information. Plus, it allows marketers more say over their initiatives. When marketers enhance their data, they may create more effective plans that cater to the unique requirements of their target audience. It would be helpful to review some data enrichment fundamentals.
The Difference Between Data Cleaning and Data Enrichment
Finding and fixing data inconsistencies and out-of-date information is part of data cleaning. On the contrary, data enrichment improves upon the information already available. In the first case, your data is kept clean by excluding any unnecessary details, while in the latter, your database is enriched by adding pertinent information.
Although data cleaning and enrichment are complementary processes, they have a specific sequence in which you should execute them. As an initial step, data cleaning is standard practice. By doing so, we make room for new data to be added to the database.
Consider, for instance, the email address book of those who have subscribed to your newsletter. The first step is to use data cleaning to eliminate any odd, spammy, or fictitious email addresses. Data enrichment may begin when problematic contacts have been removed. In order to further segment and target your email list’s subscribers, you’ll include information beyond just their email addresses, such as their industry, job title, location, etc.
With your newfound knowledge of data enrichment, let’s examine its relevance to email marketing initiatives. There are several benefits to using data enrichment in your email marketing campaigns.
It’s important to remember that the information you collect is your most precious asset when it comes to email marketing. If you’re using low-quality data to power your email marketing efforts, you’re setting yourself up for failure.
Your campaigns may struggle to reach their intended audiences if you use inaccurate or out-of-date data. Through data enrichment, companies may get a complete picture of their clientele. In that manner, businesses may cater to their target market more efficiently and boost client engagement.
To get a complete picture of a customer’s motivations for purchasing your goods and services, data enrichment may be used to include information from other sources.
Better Quality Lead Scoring
Leads may be segmented using real-time data with the help of data enrichment. This way, you can be confident that unqualified leads will never burden your sales force. Click here for more information.