How to Continually Optimize Data Quality using a Customer Data Platform

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Topics: BlueVenn Marketing customer journey customer data bad data Data Quality customer engagement data privacy customer insight data cleaning data analysis Customer Data Platform marketing data data analytics clean data marketing database cdp

Optimizing the Customer Journey using Microsegments and Cross-Journey Communication

There’s no doubting that customers have more control over the buying process than ever before. Meandering through seemingly unlimited online and offline channels, perhaps even someone browsing on a mobile device or placing an order whilst physically in your store or premises, the journeys that our customers take are more complex, more varied and, plain and simply, different from the old days of linear marketing campaigns.

But how do you execute or measure a customer journey? How do you practically track a customer that could meander in any direction and lead them towards a conversion? Do campaigns still have a role to play?

Topics: customer journey