10 Reasons Why Your Marketing Data isn’t Working


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If your marketing efforts consistently fail to convert, it might be time to check your data

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10 Reasons Why Your Marketing Data isn’t Working

  1. 1. www.marketscan.co.uk 10 reasons why your marketing data isn’t working
  2. 2. It’s easy to get direct marketing wrong, particularly if your marketing data makes any of these mistakes: 1 2 4 3 8 5 7 6 9 10 www.marketscan.co.uk
  3. 3. 1 Incomplete Data www.marketscan.co.uk
  4. 4. 1 Incomplete Data Contact records lacking basic details waste company time, as staff try to fill in the blanks. Time spent finding details is time that should be spent on marketing and sales. www.marketscan.co.uk
  5. 5. 2 Errors in r s marketing data www.marketscan.co.uk
  6. 6. 2 Errors in marketing data If your data lists have incorrect details staff must again waste time rectifying issues before they can start selling. www.marketscan.co.uk
  7. 7. 3 Incorre ctly formatted addresses www.marketscan.co.uk
  8. 8. Incorrectly formatted addresses 3 When sending direct mailings, addresses need to be formatted correctly to ensure timely delivery. Get the address format wrong and your mail may never reach its destination. Sloppy addressing also calls your company’s attention to detail into question. www.marketscan.co.uk
  9. 9. 4 Out-of-date data www.marketscan.co.uk
  10. 10. 4 Out-of-date data Businesses are fluid, so the data you hold about them is also subject to change. Fail to keep on top of these changes and your marketing data quickly becomes irrelevant and unfit for purpose. www.marketscan.co.uk
  11. 11. 5 Illegal data www.marketscan.co.uk
  12. 12. 5 Illegal data If your data lists have not been updated to reflect customers who have registered with the Telephone Preference Service (TPS) or Corporate Telephone Preference Service (CTPS), your company faces more than just a lot of wasted time; breaches of the TPS/ CTPS can impose fines of up to £500,000. www.marketscan.co.uk
  13. 13. Privacy and Electronic Communication (EC Directive) Regulations 2003: A person shall neither use, nor instigate the use of, a public electronic communications service for the purposes of making unsolicited calls for direct marketing purposes where the called line is that of a subscriber who has previously notified the caller that such calls should not for the time being be made on that line. www.marketscan.co.uk
  14. 14. 6 Poor targeting www.marketscan.co.uk
  15. 15. 6 Poor targeting Untargeted marketing rarely, if ever, works - if your marketing data cannot be efficiently segmented to create finely targeted campaigns, most of your preparation will be wasted. You need to be able to analyse your data lists to identify the best targets - your marketing data is not simply for fire-and-forget campaigns. www.marketscan.co.uk
  16. 16. 7 Same marketing data lists used over and over again Same marketing data lists used over and over again Same marketing data lists used over and over again www.marketscan.co.uk
  17. 17. 7 Same marketing data lists used over and over again Your marketing data needs to be added to regularly to ensure that there is always “fresh meat” for your sales team to work with. If you keep using the same data lists repeatedly, the pool of useful contacts and leads will shrink, particularly if people start unsubscribing. www.marketscan.co.uk
  18. 18. 8 New data added to database with poor results www.marketscan.co.uk
  19. 19. New data added to database with poor results 8 The key to successfully expanding your database is ensuring that you are buying quality, targeted data. If you are growing your database without checking that the new marketing data is high quality and targeted as it is entered, it is likely to be full of errors, repeating problems 1, 2 and 3 all over again. www.marketscan.co.uk
  20. 20. 9 Lack of resources www.marketscan.co.uk
  21. 21. 9 Lack of resources Keeping marketing data lists up-to-date saves time and resources in the long run. But you still need to allocate some resources to keep the data lists fresh and legally compliant. www.marketscan.co.uk
  22. 22. 10 Campaigns not cost £ £ effective www.marketscan.co.uk
  23. 23. 10 Campaigns not cost effective If data lists are not used intelligently and exploited to identify all potential leads and opportunities, a marketing campaign will never be as cost effective as hoped. www.marketscan.co.uk
  24. 24. If you can avoid these 10 marketing data list pitfalls, your marketing campaign has a good chance of success. Want to get Sales on your side? Download ‘A marketing executive’s guide to manipulating the sales team’. download free eguide now! www.marketscan.co.uk