Short and sweet Data Facts!
1. Ensure data quality.
Keep alert of poor data entry and false information, as well as duplicates. It is important to clean the data before every use. This will ensure you’re not wasting your marketing budget or your precious time.
2. Enable users to get the insight they need.
Invest time into ascertain exactly what information you need and why. Build a customised report to get the data and insights you need and will use.
3. Invest in a system (database) that works for you.
Research or trial various systems. Decide as a team what system will work for you and your business needs.
4. Think big, but start small.
Schedule your data use and system plan in small steps. Begin with small data pools if you can, keeping accuracy high and the size will be much more manageable. Smaller steps mean it’s easy to take a step back and start again if required.
5. Establish meaningful supporter segments.
Hypothesise and test your data. It will take multiple attempts to find what you’re looking for. Weed out the bad and work with the good.
6. Take the bad with the good.
You can choose to learn from both success and failure. Total failure is when you fail to learn anything from a test or campaign. You can discover a huge amount about what to do by examining why people didn’t take the action you hoped they would. Analyse the bad regularly. Take a positive action, and the impact could benefit you significantly.
7. Model and predict profitable loyalty and motivations.
Your most loyal supporters may not be the ones who give you most. Look for events that trigger behaviours. Identify the tends and the activities that they cause. By understanding and stimulating these within profitable segments, you could find the treasure within your data. Learn why and when to send the right communication (email, SMS, direct mail) to whom and with what message.