{"id":98489,"date":"2017-10-05T18:00:00","date_gmt":"2017-10-05T17:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=98489"},"modified":"2017-10-05T16:04:56","modified_gmt":"2017-10-05T15:04:56","slug":"improving-quality-marketing-data","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/improving-quality-marketing-data\/","title":{"rendered":"Improving the quality of marketing data"},"content":{"rendered":"

Chart of the day: How data give opportunities to grow a business<\/h2>\n

I think it's fair to say that improving the quality of marketing data isn't a fashionable or sexy topic. Indeed in a recent article by Keith Weed, \u00a0Chief Marketing and Communications Officer at Unilever\u00a0reviewing discussions at AdWeek <\/a>US he says as much:<\/p>\n

\"The very unsexy topic of measurement has become a hot conversation<\/em><\/p>\n

Sorting out the digital ecosystem should be a priority for everyone in our industry. It has been heartening to see this become an increasing focus of conversation over recent months and certainly this past week.<\/em><\/p>\n

As an advertiser, I want to be able to see one consumer, paid for from one budget, not separated out for online and offline\".<\/em><\/p><\/blockquote>\n

In this quote, he is specifically talking about measurement of paid media, but he goes on to look at the importance of customer data more generally across the customer journey.<\/p>\n

In this CoD, I thought I'd feature this chart which highlights the potential of data-driven marketing to identify business opportunities and improve efficiency of existing processes.<\/p>\n

\"\"<\/p>\n

With the current focus on compliance for GDPR, it's nice to see that data management isn't only about compliance; improving revenue and the customer experience come out on top. I hope this raises some questions, for me it prompts the questions:<\/p>\n