Deep dive data quality and quantity in readiness for 2022

It’s not new news: data is a must-have tool for future success, with past trends informing future sales activities, and insights on the best way to engage with a customer in the right way at the right time. But given the disruption and change we all experienced in 2020 and 2021, how can you be sure that the data you are using is truly fit for the future?

Assessing the risks and rewards around data

While the rewards of using data to support sales and marketing activities are clear, it is not without risk[1]. Data is only helpful if it is accurate – and it can be really detrimental to business if it’s not. The pandemic changed the way people worked, purchased and interacted. Many people switched roles, businesses closed and new markets opened up, so much of the data that was useful pre-pandemic may have actually become inaccurate or obsolete. On the other hand, as we emerge from the pandemic in many countries, data that was useless during that time may have become useful again. So how can you know that the data you are using is accurate and usable in a changing world? It is likely to have been impacted in some way – so what can you do to put this right for 2022 and beyond?

Time for a deep dive on data

Even simple data such as contact lists, phone numbers and email addresses may have changed over the course of the pandemic, and could cause an increase in bounce backs when reaching out to your customers. But since the UK government is encouraging a “gradual return to the workplace”[2], it may be that some of the contacts you had previously will become useful again. As we approach the end of the year, testing the integrity of the data you hold is necessary, so you can hit the ground running with confidence in 2022.

Customer behaviour and data

The buying behaviour of customers has also changed significantly in recent times, particularly during of the pandemic, but is your data reflecting that? With such a huge shift towards digital, expectations and buying habits may have changed or new markets opened up. So, now is a great time to plan for 2022 and consider how you could be more customer-centric, rather than company centric. Re-map your customer journeys in terms of their new need-points rather than your perceived touchpoints.

Remapping your channels

As you review the data you hold on your customers, consider whether the content and creative you are putting out there is still relevant to them and accessible via their preferred channels. Can you still reach them in the same way you used to, or should you have a rethink? Measure interactions and success by channels and customer segments – this is useful data for the future. And it’s not just about a single customer journey. As customers increasingly expect a more personal approach, mapping out multiple customer journeys across channels is necessary to effectively target and meet the needs of each segment.

Be future ready: seven key areas for 2022

We’ve created a guide on seven key areas to help marketers plan for growth in 2022. This guide provides prompts to help plan for success including using data to support digital marketing, content creation, realigning sales and marketing and more.

Alternatively, get in touch with our team today.

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