Data Health Check

Every online interaction generates data. A lot of data. For marketers, this can only be a good thing. You can monitor what visitors do when they see your brand online  – how they interact with your digital assets, the number of clicks, where they click, and what they click. In this way, you can get a full picture of how your website, content, and emails are performing.

Data is also critical in getting a picture of your target customer profile. Who are they? Where are they? What company do they work for? What’s their job role? However, when it comes to recording essential business data – such as an email list or CRM leads  – not everything is recorded in the same way. 

For example, a customer in the UK might be listed in a database as being in England, the UK, or Great Britain. Not very helpful when it comes to segmenting customers based on location. Automation tools, like Marketo, can easily miss these small, yet important, criteria if the right rules aren’t put in place.

They need to get their data in order.

To help them do that, we’ve built our Data Health Check solution. It’s a way to not only fill in any gaps in your database, but also a way to clean and improve basic data; standardize it; and make it fit for purpose.

Typically, data gleaned from public sources is often at best incomplete, and at worst defunct.  Often names and email addresses are present, but little else. Thankfully, using the validation services at our disposal here at Kapturall, we can fill in many of these gaps in each Data Health Check.

We can also determine if a particular set of contact details are still in use, obtain additional information (like phone numbers), and make it Marketo-ready so that it can be easily automated for an upcoming campaign.

Ultimately, the more accurate the data, the more personalized your communications and the less likely your email domain is to be blacklisted. Engagement with the right target audience is what counts. But without a guarantee that you’ll be reaching the prospects you need to, in a meaningful way, via their preferred channels; any investment in data could end up as a sunk cost if there’s no way to optimize it. But it doesn’t have to be that way!