Data is Key: Part 2


When you’re planning a marketing campaign, it’s crucial to consider lead data usage: how the data is going to be used, presented and updated or how newly identified lead records are going to be managed!

Let’s take a look at each of these usage cases more closely:

How is your lead data going to be used?

Effective marketing campaigns drive potential customers to the relevant website via several forms of communication, including emails or eDM, banner advertising and direct mail pieces. As both eDMs and direct mail can be personalised, to exploit this it’s vital that the data you use is of the highest quality possible. If you don’t personalise a marketing piece, it’s going to reflect badly on both the brand and the organisation being promoted!

This is not the case with banner advertising, an industry standard way of serving advertisements to a targeted audience across many popular websites. A user clicking through one of these advertised media placements then arrives at your website unannounced so any personalisation must fall back to a generic, default greeting. 

Data presentation

Lead data can – and should – be used as much as possible to give the site visitor the best possible personal user experience. This directly influences the brand perception, leading to more conversions and increased ROI.

Both eDMs and direct mail can include individual pieces of information pertinent to the customer from your lead data. Links to the website could include query parameters identifying individuals using a unique lead value like an ID or email address and should be accompanied by a security checksum value to ensure the query parameter has not been tampered with. 

Links with large numbers of parameters containing personal data can be shortened using URL shortening services like Bitly or Tinyurl, making the URL much easier to type and use.

Once the website has finished loading the page into the browser, any pre-population of data is shown based on the following use cases:

  1. A first-time visitor who has been identified as an existing record in the lead data
  2. A returning visitor determined by a set cookie or other method
  3. A first-time visitor who is not part of the source lead data

In cases ‘a’ and ‘b’, a unique value is used to identify and fetch the record from the lead data and display the required personal elements. Case ‘c’ data must be treated as a new lead and comply with the overall lead data structure, for example validation, formatting and custom manipulation.

Data updating

Okay, so what if the web page is now showing but there is some personalised information that isn’t current or perhaps the user wants to opt out of receiving any further marketing activity?

The data update step is crucial because it gives the customer control of marketing options, and modification of personal details that flow into your CRM and lead nurturing applications through strict interfaces. This produces better, fresher quality data and keeps your opt-in/opt-out preferences ‘bang’ up to date.

Happy data days!!