Big Data has become central to every company's marketing strategy. Without understanding what customers are doing and what drives them to buy, companies will never be able to improve their lead generation strategy and stay competitive in their industry.
So why are some companies still unable to leverage data to improve their marketing strategy? There are many reasons, but one of the most common is a concern about trust and transparency.
Beyond looking for reasons why organisations are not leveraging data, marketers cannot afford to dismiss it simply because they are unsure whether or not they can trust it. There is a simple way around this problem: audit the database to get a more transparent picture of customer preferences and behaviours. Here are some tips on how to audit a database to generate leads.
How to audit a marketing database?
1.- Audit your target market
It is difficult to audit marketing data without first considering the target market.
Gender, income level, race and even political affiliation can affect buying behaviour and how they interact with the brand. So start your audit by studying the data you have collected on your audience and look for common patterns.
2.- Conduct a marketing strategy audit
It is important to evaluate and analyse your entire marketing strategy, even if you don't have a lot of quantitative data at the moment. Take a close 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 collected some key performance indicators (KPIs) and have an up-to-date view of your marketing strategy, you can determine which areas to audit. If you already have a lot of data on your email marketing contact list and can see how they convert into sales, you may not feel the need to audit specifically for this KPI. Although it is recommended to have a complete view of your data during the audit, it is not necessary to audit all areas. This means that you can select the areas of greatest interest or concern, or those that you feel are most relevant to your business objectives.
4.- Track how data is used
It is key not only to collect data, but also to audit how that data is being used in practice. By doing so, companies can gain relevant information and use it effectively to optimise their marketing strategies and improve results.
5.- Analyse the aggregate data
Once you have collected information about your customer demographics, including how that data was collected and why it was collected, it is time to analyse it holistically. The goal is to look at how all your data works together and to detect patterns that emerge from that audit.
Analysing the aggregate data involves looking at the interaction and correlation between the different data sets collected. By analysing them holistically, it is possible to identify significant trends, relationships and patterns that would not be visible when analysing the data separately. This provides a deeper and more complete view of demographics and their behaviour, which is useful for strategic marketing decisions such as lead generation.
Do you need more customers for your company? At PGR Marketing & Tecnología we are at your side to audit your database and generate leads from this process.
