CleverTouch has a range of marketing data services all of which are focused around ensuring your data is as enhanced and streamlined before and during your on and offline marketing activities. No matter how captivating your creative material is, if you are not targeting the right contacts in the right way, your campaigns will not work; here at CleverTouch we have many ways to ensure this does not happen.

Clevertools

CleverTouch has developed a portfolio of products in-house designed to solve some of the marketing team's daily frustrations. These address some of the simplest day-to-day problems, from inaccurate CRM information, populating important gaps in your marketing data, to quantifying how many opportunities go array between the marketing and sales departments.

CleverTouch Marketing Data Cloud

3rd party management of your marketing data can save you time and money. It ensures it is safely stored and managed but this offline environment means that it quickly decays, and preparation for loading campaigns is time consuming. In addition even the best managed offline environment only tells half the story.

The Clevertouch Marketing Data Warehouse hosts your data online and can be directly connected to your CRM and email, as well as your website and social media feeds, ensuring your sales and marketing are always in sync. Additionally your data is instantly available for campaigns allowing you to focus on delivering the content whilst we take care of the data.

Whether it is segmenting and ordering your data, or simply managing contact notes and opt outs, our unique hosting offering allows you to segment by explicit data, such as company size and vertical, as well as by behavioural activity such as web visits and email responses to previous campaigns.

Reporting & Analysis

Marketers can be inundated with reports on their digital marketing activity, but sometimes it can be hard to see the actual trends and developments within campaigns.

Through our experience in analysing marketing data, we are able to delve deeper and analyse and report on trends by segmenting data to show what is working and what isn't.

We regularly drill down into campaigns to see how results vary by job title, industry, etc. and assess how response rates can vary by these areas - all with a view to helping drive future campaign performance.

Marketing Data

Consolidation

Companies often seem to have data stored in as many locations as they have records. Contacts arising from sales transactions, telemarketing, event registrations, and third party purchase commonly reside in different storage silos. If created independently and without a data governance strategy, fields which are ultimately the same are often labelled differently causing further duplication and confusion.

The idea of consolidating this all into one central location can seem daunting, but we are used to manipulating data from various sources into one consolidated view, mapping the variety of fields and identifying what belongs where. This is an essential first step in being able to use marketing data effectively.

Audit

Once all the data is consolidated into one single dataset, it must be cleansed, enhanced and assessed as to its suitability for different purposes.

An audit initially entails identifying spurious, erroneous and duplicate data. There is limited value in making a call to Donald Duck after all, and no one receiving three copies of your email each time is likely to remain subscribed for long! We work closely with you to establish which records to keep and which to change or remove, never deleting without your express authorisation.

Once cleansed, we pass the data through a number of filters to identify the completeness and accuracy of key fields required for your campaigns - such as company name, personal email address and telephone number. In so doing, we are able to highlight gaps in its usability for your defined marketing purposes, as well as assess the proportion of your data falling into categories you have noted as being of particular interest to you. Finally, an audit also entails a comparison of the data set against the total available market relevant to your business, helping you assess your proportional level of coverage.

An audit should be carried out quarterly to ensure the data is well-maintained and regularly refreshed. It is also important to ensure that coverage continues to match your target market as the business strategy evolves and new countries, verticals or roles become relevant.

Governance

Implementing data governance is about taking positive control over your contact data, establishing a set of formal rules and processes to ensure it is consistently managed throughout the business.

As budgets are cut, you need to achieve more ROI from the same core set of data. A data governance strategy becomes essential to enhance and maintain CRM contact information both accurately and efficiently - paving the way to achieving the optimum campaign results.

For instance, you might install simple input masks and verification checks to online data input fields, such as product trial or event registration forms, to ensure accurate data entry. This makes the completed data instantly more relevant and consistent, thus exponentially increasing its usability.

Data governance is a simple principle, but requires the establishment of a set of rules, and then a change of mindset and regular monitoring to ensure it is implemented correctly. We can help businesses put data governance into practice, and naturally we implement it within any data that we hold on your behalf.

Purchase

We advise strongly against investing in more lists before speaking to us first. We have relationships with numerous data suppliers and know the specialists to meet varying client requirements, helping you to get the most relevant data available.

We also only seek to fill gaps in your existing data coverage, rather buying entire lists, thereby avoiding the purchase of data that you already have, keeping your investment to a sensible minimum.

We maintain supplier status with the data providers and pass on the discounts to our clients.

For an informal chat on how we might be able to help your marketing data requirements please email us at datascrub@clever-touch.com

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