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How to use your data to build a trusted brand

Steve McNicholas, MD of marketing solutions division at Callcredit Information Group, advises on how to use data to build your brand

I’ve found that many marketers know that they could, and should, be doing more with their data, but the common consensus is that they have so much data they don’t know how to maximise the benefits it possesses. 

Understanding exactly who their buyers are, and what drives their business decisions enables an organisation to plan and define a much more effective marketing strategy, and as such, create a much more engaging brand.

Below are my top three tips for using buyer data to build your brand and encourage trust and engagement amongst your clients.

Gain control of your data

Setting out a plan for data management and cleansing, is essential if you want to get any real value out of your analysis.

The aim of successful data management is to bring clarity to complexity and to do this you must collate, organise, update and manage all the information on your customers to give you a clear view on who they are. Processes that need to be put in place include:

  • Cleaning and de-duping customer records
  • Supressing invalid records to reduce marketing cost
  • Managing the volume of communications to customers.

Turn data into insight and understanding your customers

When managed properly, data can be converted into insight and intelligence, giving you the knowledge you need to confidently plan and define your marketing activity.

Segmenting your audience via channel and preference in line with the enhanced requirements of the Information Commissioner’s Office (ICO) guidance on direct marketing will help achieve a higher success rate.

For instance, a customer that is further along the sales pipeline will have a conversion journey that is drastically different from encountering your content via a different channel. Supporting that conversion journey with targeted marketing can drive significantly enhanced customer conversion rates.

Brand marketing - know what your customer wants

The best customer experiences begin with an inbound journey that is personalised around individual customer requirements. The data that an organisation holds, along with the right insight and profiling, enables a much more engaging approach to customer communication throughout the acquisition and retention journey.

By understanding digital browsing and buying habits, you can create inbound customer journeys that connect clients and prospects to the brands, products and services they are interested in. This will create an easy path to purchase while also factoring in generational engagement preferences to improve campaign effectiveness.

Managing your data to develop your brand enables you to:

  • Accurately target offers
  • Retain valuable customers
  • Exploit new digital techniques and technologies
  • Integrate offline and online communications
  • Generate awareness of relevant offers and incentives.

If you’re unlocking the value of your data and enabling your customers to engage and communicate with you in a way that is effective and efficient, this will not only help you acquire new, lower cost, more profitable customers, it will also help you grow your business.