Data remains at the center when it comes to targeting the prospects online and initiating an action from them. Right analytical procedure can help you unveil their needs and accordingly you can make your offer.

Marketing Land columnist Gladys Kong has shared some useful tips to help marketers responsibly use the data for marketing effectiveness.

Kong says, “Balancing trust with providing personalized experiences is something that any retailer handling consumer data today must understand as a business imperative.

Healthy approaches to data framework

To reach the full potential with the aid of data, businesses must also adhere to a healthy approach that accurately weighs the authenticity and quality of data available. Before data can be applied to business decisions, it must be refined, analyzed and measured against specific business challenges.

Once data is ingested and stored, it is critical for enterprises to remove low-quality data and refine the remaining data into usable, contextualized data sets that can be applied to analyze a number of key business challenges. Raw, unfiltered data will lead to confusion. But data that is scored, screened, filtered and then contextualized can be leveraged for high-level analysis that will reflect optimum levels of confidence for an organization and its partners”.

Using data responsibly doesn’t have to weaken marketing strategies

Marketing Land

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