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The Ultimate Guide to Marketing Data 2021
What is Marketing Data?
Marketing data is information derived from different touchpoints and interactions between a customer and a brand. Marketing data gathers information from across all marketing channels and combines it into a common marketing view. From this common view, marketers can obtain analytical results that can provide valuable support in driving their marketing efforts forward. The field gathers data from a wide range of marketing portals including social media, blog websites, advertising, inbound marketing, and more.
How is Marketing Data collected?
Marketing data can be collected from various methods. Some involve direct customer survey, some involve watching your interactions with customers and others involve observing customers’ behaviors. The others include digital reports, emails, CRM reports, and client interviews. Here are some of the most common types of marketing data collection used today:
- Online Tracking
- Social Media Monitoring
- Collecting Subscription and Registration Data
- Online Marketing Analytics
- In-Store Traffic Monitoring
What are the attributes of Marketing Data?
Here are the typical attributes of marketing data:
Customer Data: This data tells the information about our customers such as contact details, email addresses and location.
Market Research Data: This gives information about your target market and customer preferences.
Sales Data: This gives information about past sales, quotes, leads and proposals.
Transactions Data: This depicts records of financial transactions such as purchases.
Interactions Data: This is information about any communication between business and customer, such as a visit to a website or customer support inquiry.
Feedback Data: This includes feedbacks from the clients, reviews, rankings and ratings.
What is Marketing Data used for?
Clear and well-defined marketing data is used by marketers to reduce wasted resources and increase ROI. They use marketing data to identify areas for improvement, sales generation, and benchmarking their marketing performance against competitors’. Beyond the simple sales and lead generation datasets, marketing databases are used to get deep insights into consumer preferences and trends. Marketing data considers the marketing efforts of a range of channels across a span of time – which is used for sound decision-making and effective campaign execution.
Marketing data can help your business make decisions on issues including product updates, branding and more. It’s important to take data from multiple sources (online and offline) to get a comprehensive view of the market situation. Using this data, your team can get insights into the following:
Product Intelligence: Product intelligence involves analyzing the brand’s products as well as how those products stack up in the market.
Customer Trends and Preferences: Marketing data can tell a lot about your customers. What messaging / creative output resonates with them? Which products are they purchasing, and which have they researched in the past? Which ads are leading to conversions and which are overlooked?
Product Development Trends: Marketing data can also give insights into the kinds of product features consumers want. Marketing teams can pass this message on to product development for future iterations.
Predict Expected Results: If you have a precise understanding of why a campaign worked, you’ll be able to use that knowledge to future campaigns for increased ROI.
How can a user assess the quality of Marketing Data?
Here are some ways which you can use to measure the quality of a marketing data provider’s data:
Completeness: Completeness refers to whether there are information gaps in a dataset. The fewer the gaps, the more useful the marketing data is.
Uniqueness: Uniqueness defines how different a data entry is i.e. whether that entry is repeated anywhere else within the database.
Timeliness: Timeliness refers to how recent the data was updated of your data. Naturally, the integrity of data over time will depend on the type of data it is.
Who are the best Marketing Data providers?
Finding the right Marketing Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular Marketing Data providers that you might want to buy Marketing Data from are BIGDBM, adality, Interceptd, Ziff Davis, and AcuityAds.
Where can I buy Marketing Data?
Data providers and vendors listed on Datarade sell Marketing Data products and samples. Popular Marketing Data products and datasets available on our platform are BIGDBM Email Identity Graph by BIGDBM, Free App Fraud Health Assessment by Interceptd, and DeviceID Validation by Interceptd.
How can I get Marketing Data?
You can get Marketing Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Marketing Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Marketing Data APIs, feeds and streams to download the most up-to-date intelligence.