GDPR and Data Quality: the future Marketing is in Smart Data

Data - Digital - Legislation - Marketing & Communication - Strategy

Sarah Cotton By Sarah Cotton

Smart Data

The quality of the data depends on the relevance of its marketing and sales strategy. Rather than wanting to own data, the important thing is to get the right data and then use it effectively.
An intelligence of the data which is worked, and of which we deliver 4 fundamental stages.

Finely targeting your market

A market is often heterogeneous, particular and evolving. Knowing your market means knowing how to identify its characteristics in order to prioritize it according to its objectives.

For this, it is necessary to establish, at least, 3 types of target:

  • The expanded target
  • Target
  • The core target

The expanded target represents approximately 65% of the market’s potential and requires a very significant marketing and sales effort. This translates more concretely into non-personalized messages and lower returns on investment.
The target represents a smaller potential of around 20% of the market. These are responsive contacts (email openers, site visitors) who develop an interest in your brand, product or service.
The core target corresponds to typical customers (or personas). They represent only a small share of the market (less than 15%) but you can group together those who best correspond to the defined criteria; such as average basket, interest, maturity, need).

Qualify and ensure the quality of its database

On average, 25% of a database is obsolete in less than a year. A database must therefore be enriched, cleaned and updated in real time.
At the same time, nearly 28% of the data contained in a CRM tool is duplicated. It is a disturbing finding that undermines the quality of the data and therefore the actions that will be carried out using this data.
The deduplication keys are therefore an important element when setting up the specifications for a CRM tool. These keys must be defined in consultation with the future stakeholders of the tool.
After quality comes qualification. Knowing your contacts in a precise way allows you to send them messages at the right time.
Reassure a CEO, propose an operational solution to the Project Manager, talk about ROI to the Financial Manager; it is these small differences that make your actions relevant and effective.

Generate leads through inbound marketing

Today, the channels to reach its targets are multiple. In a digital marketing approach, it is important not to generate the same interaction on all the distribution channels but to do it in an adapted, predictive and personalized way.
The best way to achieve this goal is to put in place an inbound marketing strategy .
A 4-step strategy:

  • Attract
  • Convert
  • Sell
  • Maintain

The first step is to bring in a contact, an unidentified prospect, to your platform (website, blog, etc.) with relevant content. This content must be linked with a more or less engaging action with its brand, product or service in order to turn the contact into a prospect.
A contact becomes a prospect when he makes a “lead”; that is to say an action which proves an interest in the brand and / or its product or service. This lead can be a contact form, downloading a white paper, making an appointment for a product demonstration, etc.
This prospect must, of course, be transformed into a customer by a sales force which converts its interest into a purchase.
Finally, the prospect who has become a customer should not be left out after his purchase. The relationship must be nurtured so that he becomes a brand / product ambassador within his network.
It is possible to unfold scenarios, following these different steps, thanks to Marketing Automation , in order to follow the journey of each contact addressed and their position in the inbound journey.
You need to know the order to send the right message in a relevant way and be able to calculate the effectiveness of one’s actions.

Score and segment your actions based on the data collected

Marketing pressure is commercial and essential in the effectiveness of its actions. For each contact addressed, it is necessary to be able to grant a mark materializing the quality of the interaction. This rating will correspond to the prospect’s level of maturity and therefore the actions to be taken.
In addition, in accordance with the General Data Protection Regulation (GDPR), it is imperative to obtain the contact’s agreement. An agreement that makes it possible to legitimise a communication and ensure the quality of the content for the targeted audience.