9203 Mike Garcia Dr, Manassas, VA 20109 540 428 7000 info@grassrootcomunication.com
subscribe

More Data Isn’t Always Better Data—Why Quality Matters, Too

More Data Isn’t Always Better Data—Why Quality Matters, Too

If you’re a marketer and you haven’t been hiding under a rock for, oh, the last decade, you are well aware of how important data has become in developing successful campaigns. For a long time, the battle cry was, “More data!” Capture information from your customers and prospects–the more, the better.

But data quantity is only one ingredient in the recipe for successful analytics-driven marketing. Data quality matters as well–and it’s arguably more important as your dataset grows.

Why? Because data is only as good as it is accurate, and customer data points change over time. The simple act of getting older shifts a person’s data profile through the major stages of life: student, young professional, parent, retiree, and so on. An analysis by Biznology found that data can decay at a rate of 70% per year if left untouched.

Decaying data simply leads to more problems. If your team is working with bad data, they will get bad results, or the equally undesirable task of trying to hunt for better data to make the campaign work. The Harvard Business Review estimates that inaccurate or incomplete data can lower a marketing team’s productivity by as much as 50%.

Fortunately, a few simple steps will ensure that a good quantity of data will keep its quality over time.

  • Ensure duplicates are removed. It’s easy to get the same person on your list multiple times. Maybe they sign up twice, or they appear in two different lists you aggregate. Regular de-duping is a must.
  • Consider removing inactive leads after a certain period of time. Yes, pulling potential customers out of a database is painful, but so is messaging lots of people that are not, and never will be, interested in your message.
  • Collect the same data from different sources. The concept of “uniformity” is important to collecting quality data. If one lead-generation form collects ZIP codes and one collects email addresses, you will have great, but incomplete, data. One way to help fill in gaps: encourage your customers to add bits of data each time they interact with you, perhaps in exchange for something of value (e.g. a case study or white paper.)
  • Audit your data regularly. Putting your data set under the microscope on a regular basis is a prudent way to maintain quality. This is often best done using outside expertise (and it’s something we do often for our clients).

One other strategy worth considering: Automation. Processes such as de-duping can be done automatically. Use the power of digital not just for outreach, but to sharpen your outreach tools!

Developing and maintaining quality data sets is one of our core competencies. We’d love to talk to you about your challenges, and work with you to create more opportunities. Contact Sherene, our VP of Sales and Marketing, to start the conversation!

For more data-quality tips and insight, see the related infographic from our friends at Connext

Grassroot Communication | Quality Data

Tools for Change Agents In A New Organizational World

As an Economist magazine puts it. “Trust can be defined as the expectation that other people or organizations will act in ways that are fair to you.”*

We find ourselves in a time when Americans simply don’t trust organizations, businesses or even each other. According to a survey conducted by the University of Chicago last year, only 32% of respondents feel that “most people can be trusted” down from 44% in 1976. When interpersonal trust breaks down, citizens lose faith in the many institutions that allow democracy to function. So what does this drastic loss of trust mean for nonprofits?

The first noticeable consequence is the decrease in political participation and involvement – especially through the traditional structures like political parties. Instead of contributing time and money to political parties more and more people are supporting advocacy organizations that work to advance the specific causes those individuals are most passionate about. As citizens continue to lose trust in two-party government and its attendant infrastructure, they will turn to citizen run nonprofit organizations for leadership and guidance. Instead of counting on institutions, such as regulatory agencies and the courts, for redress, the electorate will splinter off into factions unaffiliated with the political parties so that those groups can work on real solutions to their grievances.

This is what grassroots organizations are all about, crafting real solutions to real problems while avoiding the sluggish, creaking party apparatus altogether. And these aren’t your grandparents’ church groups; these are sophisticated organizations that aim to spread their message and implement their agenda using cutting-edge data analytics to personalize content and micro-target sympathetic audiences.

Like the fearless wildcatters searching for oil in the Arctic, and the creative programmer who architects a paradigm-shifting social network, the leaders of these next generation, leading-edge advocacy organizations are visionaries. We call them social entrepreneurs because they create cultural wealth and social opportunity.

But as with the entrepreneurs of the for-profit variety, social CEOs need resources and strategic guidance to their organizations and grow their brands. And that is where we come in. Grass Root Communication has a suite of services – as well as our very own nonprofit incubator – that can assist any organization in crafting its engagement content, growing its support base and increasing its influence.

For example. Our Data Lab specializes in gleaming strategic insights from your house list as well as injecting additional demographic and psychographic information into the list and using it to target more prospects. Our Word Science department uses those same data patterns to identify different segments and to write captivating, persuasive appeals for each one of those sub-groups. And our Brand Factory can cultivate your organizations brand, transforming it from obscurity to visibility.

Whatever your cause, whatever your agenda, GRC has all the tools a social enterprise needs to develop its vision and perfect its outreach.

 

*(August 12th, 2017 pg. 53 )