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DATA FOCUS: Data planning

It's vital B2B marketers carry out data planning to ensure their future campaigns are a success. Here's how

Are you too busy getting the data right for today's campaign to worry about next month or even next year? It's understandable given the increasing pressure on marketers to improve ROI. However, strategic planning of data not only improves responses, but also makes future campaigns more likely to be profitable.

Data planning assumes a clean, integrated database– if yours isn't, then you need to put that right first. Don't assume all the data is necessarily accurate; run tests to check. And don't forget this is an on-going process as data decays. Once you're satisfied with the cleanliness of your data, you can start planning.