So why are there still companies that are unable to leverage data to improve their marketing strategy? The reasons are diverse, but one of the most common is concerns about trust and transparency.
Beyond looking for reasons why organizations aren’t leveraging data, marketers can’t afford to dismiss it simply because they’re not sure whether they can trust it or not. There’s a simple way to fix that problem: audit the database to get a more transparent picture of customer preferences and behaviors. Here are a few tips for auditing a database to generate leads .
How to audit a database for marketing?
1.- Audit your target market
It's difficult to audit marketing data without first considering your target market.
Gender, income level, career, and even political affiliation can all affect purchasing behavior and how they interact with the brand. So start your audit by studying the data you’ve collected about your audience and look for common patterns.
2.- Conduct an audit of the marketing strategy
It's important to evaluate and analyze your marketing strategy as a whole, even if you don't have a lot of quantitative data at the time. Take a hard look at your entire marketing strategy, from your target audience to the tactics you use to attract people to your business.
3.- Determine which areas to audit
Once you’ve gathered some key performance indicators (KPIs) and have an up-to-date view of your marketing strategy, you can determine which areas you need to audit. If you already have a lot of data on your email marketing contact list and can see how it converts into sales, you may not feel the need to conduct an audit specifically for this KPI. While it’s recommended to have a complete view of your data during the audit, it’s not necessary to audit every area. This means you can select the areas of greatest interest or concern, or those that you feel are most relevant to your business goals.
4.- Track how data is used
It is key to not only collect data, but also to audit how that data is being used in practice. By doing so, companies can gain relevant insights and use them effectively to optimize their marketing strategies and improve results.
5.- Analyze global data
Once you’ve gathered information about your customer demographics, including how that data was obtained and the reasons for collecting it, it’s time to analyze it holistically. The goal is to look at how all of your data works together and spot patterns that emerge from that audit .
Aggregate data analysis involves examining the interaction and correlation between different sets of data collected. By analyzing data in aggregate, it is possible to identify significant trends, relationships, and patterns that would not be visible when analyzing the data in isolation. This provides a more complete and in-depth view of demographics and their behavior, which is useful for making strategic decisions in marketing such as lead generation .
