Your marketing is only as good as your data. However, data management, data cleansing, or data enhancement can all be a bit murky for marketers, and frankly a bit overwhelming.
Data enhancement, also referred to as data enrichment, is the process of improving the quality and accuracy of marketing data by adding additional information or modifying existing data to make it more valuable. It enables marketers to gain deeper insights into their customers, improve targeting, and drive better business outcomes.
By adding additional information or modifying existing data, marketers can gain a better understanding of their customers and their behavior. By doing so, brands can develop more targeted and personalized campaigns that are more likely to resonate with their target audience.
Data Cleansing vs Data Enhancement
Oftentimes, people confuse data cleansing and enhancement. Data cleansing and data enhancement are related processes but serve slightly different purposes.
Data Cleansing
Data cleansing, also known as data scrubbing, is the process of identifying and correcting or removing inaccuracies, inconsistencies, and errors from data.
The goal of data cleansing is to improve the accuracy and reliability of data. This process involves identifying and removing duplicates, correcting errors in data entry, standardizing data format and structure, and ensuring data compliance with relevant regulations.
The main aim of data cleansing is to ensure that data is of high quality, which can then be used for analysis or other purposes.
Data Enhancement
Data enhancement, on the other hand, involves adding new information to existing data to improve its value and usefulness. This process involves adding new data points to existing customer records, such as email addresses, phone numbers, demographic information, and behavioral data.
The main aim of data enhancement is to gain deeper insights into customers and create more effective marketing campaigns.
How to Enhance Data with Data Appending
One way to enhance data is through data appending processes.
According to Forbes, data appending can improve customer data accuracy by up to 40% and reduce marketing costs by up to 30%.
In reporting by MarTech, companies that use data appending can see an increase in revenue of up to 20% and an increase in customer engagement rates by up to 20%.
Data appending is a process that involves adding additional information to existing data to improve its accuracy and value. It is a critical process for marketers who need to keep their customer data up-to-date and relevant.
4 Types of Data Appends
There are several types of data append processes to consider:
1. Email Appending
Email appending involves adding email addresses to existing customer records. This can be done by using a third-party data provider that has a database of email addresses or by using algorithms to match customer records to email addresses.
Did You Know?
- Email appending can increase open rates by up to 50% and email deliverability by up to 25%. (MarTech Advisor)
- Consumer email appending can improve email database size by up to 20%. (MarTech Advisor)
2. Phone Appending
Phone appending involves adding phone numbers to existing customer records. Phone appending can help marketers reach customers who prefer to communicate via phone, which can be more effective for certain types of campaigns.
- Over 50% of phone numbers in marketing databases are either incorrect or outdated. (Salesforce)
- Phone appending can increase call connection rates by up to 70%. (MarTech Advisor)
3. Demographic Appending
Demographic appending involves adding demographic information to existing customer records, such as age, gender, income, and education level. Demographic appending can help marketers create more targeted and personalized campaigns that are more likely to resonate with their target audience.
- Demographic data appending can improve customer targeting by up to 40%. (Forbes)
4. Behavioral Appending
Behavioral appending involves adding information about customer behavior to existing customer records, such as consumer interests, preferences, and life events such as moving. This allows marketers to create highly personalized messages to better engage with consumers.
- Companies that use behavioral data to create targeted campaigns can see up to a 760% increase in revenue. (McKinsey)
- Behavioral appending can improve customer targeting by up to 40%. (Forbes)
- Over 70% of customers expect a personalized experience from businesses they interact with. (Salesforce)
- Behavioral appending can increase customer engagement rates by up to 20%. (MarTech Advisor)
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Data enhancement is a critical process for businesses that want to gain deeper insights into their customers and create more effective marketing campaigns. Businesses that invest in data enhancement are more likely to succeed in today’s data-driven business environment.
Data Enhancement Solutions
Did you know that U.S. businesses lose trillions of dollars annually as a result of poor data quality? Invalid data hurts efficiency and performance – resulting in lost customers, lost opportunities, and wasted staff time. Weed out your invalid customer records and spruce up your postal, email, and phone audiences -even flag which customers are verified pre-movers– and get their new addresses! Learn how Porch Group Media can append and enhance your data.
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