Digital marketing has never seen such a strong focus on customer satisfaction. According to PwC statistics, customers’ experience will be the main brand differentiation by 2020.

Digital marketers must know their customers in order to better serve their customers and improve customer satisfaction. This is where quality metrics of customer data come into play.

A personalized offering is possible only with high-quality data. This allows marketers to dig into the unique behavior and characteristics of their customers. The stats back this up.

According to Dimension Data’s report, customer analytics will be the key factor in driving customer experience improvement over the next five year.

What makes customer data quality so important?

Digital marketers must have access to quality customer data.

• Digital marketers can create customer personas by using customer data.

Digital marketers pay a lot of attention to customer personas that reflect the ideal client for a company. Personas allow digital marketers to identify who their customers are, what interests them, and what common problems they have.

Digital marketers can build accurate client personas by relying on customer data quality. This allows them to have a true representation for the people they want as customers.

• Your digital marketing can be more targeted with customer data metrics.

Digital marketers can use the right metrics to analyze customer data and make better-targeted digital marketing campaigns.

Digital marketers can make informed decisions about the content they create and the messages they should deliver when they really get to know their clients.

This results in greater effectiveness for every digital marketing in Phoenix action they take.

• Digital marketers can be more flexible with their customer data.

Customers are changing their lifestyles rapidly in digital society. Facebook is the best place to advertise, but Pinterest may have all your target audience.

Digital marketers can use customer data analytics to better understand the main activity channels of their customers and to reorient campaigns accordingly.

How bad quality data penetrates digital marketers’ databases?

Digital marketers can gain valuable insights from customer data by using the right metrics. Digital marketers must deal with low quality customer data.

Once it is in a company’s database, the latter can have a dramatic impact on Los angeles digital marketing agency efforts.

Poor quality data can appear in many ways. Poor data can be caused by either human errors or technological issues.

All people make mistakes. Simple typos in emails or names can be made manually. It is common for multiple people to manage the same contact.

Different specialists may have different information on the same customer. This can lead to duplicates, contradictions and variations.

Poor data can also be due to technological reasons. Bad data can result from a merger of two companies, where two databases are combined into one.

Duplicate information can result if two companies have previously shared clients. Data migrations, updates to enterprise systems, and integration can be a pain, as often they end up with customer data in a mess.

What happens when poor customer data steps forward?

Poor quality customer data can have a significant impact on marketing efforts once it is stored in the customer database of marketers.

These are just a few examples of bad data that can ruin digital marketers plans.

• Marketing forecasts are affected.

Digital marketers can’t forecast accurately if they have poor customer data. Poor targeting and insufficient knowledge of customer characteristics can lead to unsuccessful digital marketing campaigns.

Poor customer data could lead to disappointing ROI variables in digital marketing campaigns.

Digital marketers can gain more insights from customer data if they have better access to it. This increases their effectiveness.

• Keeping digital marketers from understanding customer expectations and needs.

A customer persona, as it has been mentioned before, is a digital representation of a real client. Marketers should take into account a variety of factors when creating a digital avatar. These include the client’s job title, gender, age and family.

This information can only be obtained if you have the right customer data.

A wrong persona will not allow digital marketers to identify the true needs and expectations of customers. This can ruin their efforts at further activities.

• Causing customer churn.

Salesforce research shows that 62% of customers expect companies to send them personalized offers and discounts based upon items they have already bought.

Personalization is a key component of Miami digital marketing success. It requires marketers to understand the intentions and needs of customers.

Digital marketers who overlook this aspect of customer loyalty can lose even their most loyal customers if they don’t have the right data.

• Digital marketers are being held back from using advanced technologies.

Digital marketers have enough work: they must provide product recommendations and personalize marketing communications.

These processes can be automated by AI-powered programs. The results of smart technologies that deal with low-quality data may not be as accurate.

3 ways to advance customer data quality

Bad data can cause problems, as you can see. They are not impossible to overcome, however. These are some tips to help improve customer data quality and make digital marketing more efficient.

• Remove, clean, and add the data.

Digital marketers should correct any errors in customer databases that contain duplicate or incomplete customer information, such as double-entered leads or mistakes in customer emails or missing lead sources.

Some prefer to clean customer data manually while others opt for automation. An IT company that offers BI development can help you achieve the second scenario. Digital marketers can use automated data quality testing to quickly check the data of their customers and make it shine.

• Create more personalized digital marketing campaigns 

Are you familiar with the Netflix recommendation system? The most popular media provider is known for making precise recommendations. It takes into consideration the movies users have watched, the length and time they spent watching them, as well as the device used.

Your digital marketing in Las Vegas campaigns don’t have to be personalized by Netflix.

Digital marketers can use their customers’ understanding to send emails to clients who best fit their personas. They can also use transaction history to recommend clients and post YouTube videos about topics that are popular with clients.

• Ask customers

Surveys are a classic audience research method that still exists today in this era of internet marketing. While surveys are still valid, they have become interactive and more customer-oriented.

Some companies even turn old surveys into informative tests, or create whole stories.

Digital technology allows information to move quickly, which allows marketers to reach hundreds of people within seconds. Marketers can start to get feedback after a while.

Digital marketers can send feedback requests by email or place one on a prominent location on a website to collect valuable customer data and then use it later for better-tuned marketing campaigns.

Garbage in, garbage out

As you can see, keeping customer data clean does not just require accuracy.

Respect for customers is more important than paying attention to their needs and preferences. Think about it: Would a family without pets be interested in an advertisement for dog food?

It is also about the company’s desire to achieve greater marketing performance. The better data marketers have, the higher their chances of attracting new customers, building their business, and retaining existing customers.