In the digital marketing world, the term “big data” thrown is thrown around a lot. By definition, big data is extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.
As a small business, your data may not be classified as “big,” but it’s incredibly important to the growth of your business. Contact data, in particular, is something that small businesses need to focus on.
In this post, we’ve partnered up with JustUno, a conversion optimization platform, to take a look the value in collecting lead and customer contact data, and see why ensuring the quality of contact data is critical for small businesses.
Why quality data is critical for a successful small business
Think about the most successful small businesses you know. Think about why you prefer working with smaller businesses. More often than not, those reasons include a more personal customer-to-business relationship; you’re given more attention and you feel as though they understand you better.
Now think about how businesses are able to do that. By using the data they collect from you, (think: emails, addresses, phone numbers, etc.), businesses can communicate with you in the way that you want. That means you’re left with a better experience with that business and are more likely to return–loyal customers can impact a small business that much more.
Let’s take a look at the reasons for ensuring data quality below.
You can have a perfect marketing campaign, but it’s useless unless you have reliable contact data. The deliverability and reach of your marketing campaigns will allow your business to grow. This puts heavy importance on the collection and maintenance of lead and customer contact data.