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CRM data is messy, but it can clean itself up

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CRM data is messy, but it can clean itself up

CRM data is messy but it can clean itself up

Lately, there has been a fair number of headlines advocating for cleaner CRM data. It’s true that more flawless CRM data leads to successful personalization marketing. And while most would agree on why you should clean your CRM data, there are divergent views on the how. 

Too many of the articles recommend batch cleansing and periodic hygiene practices. But let’s be real. CRM data is and always will be messy. It’s a lot like your teenage son’s bedroom—you can clean that room from baseboards to the ceiling once a month, once a week, even once a day. The only sure thing is that it will be dirty again, and soon.

Flawless CRM data can’t be achieved by cleaning up database tables through one-time processes, no matter how many of those processes you employ, or how frequently. It can only be achieved by enforcing rigor in a system of record with integrated, repeatable, ongoing data services. Let’s discuss the characteristics that make up a reliable system of record, and why it’s a more effective path to ongoing efficiency and accuracy of CRM data.

Actionable data requires rigor

According to one article, “Getting rid of duplicate data values is the beginning of the cleanup process.” However, that is shortsighted. New customer data is onboarded all the time, which means deleting and merging duplicate data should be a constant value whenever new data is being integrated.  It’s one of the primary drivers when companies consider adding a customer data platform (CDP)—centralizing customer data and automating the rigorous requirements associated with data unification and hygiene. You want your customer data to be accurate and actionable at any given moment, not just the day after your last merge process. 

As an example, let’s imagine you are a women’s beauty retailer offering e-commerce sales as well as storefront locations. If you have customers who purchase online and in-store, they could appear as multiple individuals in your database, depending on how the data is collected. Unifying data across devices and locations ensures a better understanding of customer behavior, and regularly refreshing that data enables you to message based on their most recent purchases—as opposed to a purchase from last week or month when the data was last refreshed.

The most valuable data is data in motion

Most of the CRM data referenced in the article would be characterized as “data at rest” or PII (personal identifiable information) data. PII data is directly associated with a consumer and doesn’t change frequently (e.g., an email address, personal demographics), but when it does the data becomes unusable. The most valuable data in marketing activities isn’t necessarily PII data. It’s data in motion or non-PII data—constantly evolving and profiled in real-time. This can be transactional data, purchase behavior, content consumption and geo-location data. When it comes to understanding customer behavior and intent, non-PII data generates the most accurate signals to determine the next best action for marketers. 

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Only a comprehensive system of record like a CDP can safely and effectively graph non-PII data against existing PII records for use in real-time. It’s also necessary if you want to move forward from baseline hygiene and enrich your CRM data with non-PII data that enables you to understand customer interest and intent. Let’s go back to our example. Your beauty brand may have reliable customer data related to purchases made online and in-store, but you don’t know about recent purchases from other beauty brands, or if a customer has also been searching content from other make-up brands or researching hair care products. Data enrichment can help you further tailor marketing content with deeper and more meaningful personalization.

Bridge the gap from data to opportunities

The nature of non-PII data and the complexity of linking it in real-time to a consumer’s profile is why CRM data is and always will be messy. We can’t change how data is generated, in fact, what’s happening most often is we’re creating more devices and customer engagement strategies that in turn generate even more customer data and well, you get the picture. Bringing it back to our teenager example, he’ll continue to accumulate dirty clothes every day. The most efficient solution? Teach him to do his own laundry. You can do the same with your data.

Maintaining the quality and accuracy of CRM data is important, but it is a baseline requirement when it comes to your marketing efforts. Consumer expectations are high when it comes to personalized marketing and the recommendations they receive from your brand. The ability to identify your customers across channels and devices will require highly reliable, real-time insights—insights that can also reveal opportunities to engage through sophisticated AI. This is what the future of customer data management looks like, and why marketers should be focusing their technology conversations on the next generation of data platforms.


About The Author

CRM data is messy but it can clean itself up
Zeta Global Holdings Corp. (NYSE: ZETA) is a leading data-driven, cloud-based marketing technology company that empowers enterprises to acquire, grow and retain customers. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. The ZMP analyzes billions of structured and unstructured data points to predict consumer intent by leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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