data

TN&A Data Hygiene

Data, along with gold, diamonds, and oil, is now one of the world’s most valuable resources. We are living in the age of the information economy, and now, data is everything. There isn’t anyone who understands this more than marketing and media professionals who rely on targeted advertising to fuel their business.

Targeted advertising drives conversion, and stronger data leads to better marketing tactics. But the data most marketers receive is muddled and unrefined, and needs to be cleaned up in order to be used.

Marketers need data that’s both detailed and easily understandable in order to make informed decisions about their business. That’s where we come in. TN&A’s data cleanse will trim the fat of incomplete, inaccurate, or useless data that messes up otherwise-useful data sets. We also clean, refine, and reformat the data to merge it into a more unified, practical format.

According to a quote from Richard Joyce, a Senior Analyst at Forrester, less than 0.5% of all data collected by companies is analyzed and used. Furthermore, “just a 10% increase in data accessibility will result in more than $65 million additional net income for a typical Fortune 1000 company.” For digital marketers, those numbers seem wild. Data is our diamonds, yet so many companies seem to be leaving their data crude and uncut.

As it is with so many business decisions, the issue comes down to money. Most companies feel that cleaning up and synthesizing their data takes too long and costs too much to substantiate the effort. A study by the CMO Council found that 25% of marketing, commerce, and supply chain executives think that they don’t have the time and/or resources to clean and process all their data, and 51% of marketers said that inaccessible data trapped in individual platforms was a major barrier to getting the most value out of their assets.

Unclean data is normally due to marketers working across incompatible platforms, buying data from different sources, amassing different user IDs—the list goes on.

What about cost? The good news is that data hygiene pays for itself by eliminating wasted marketing dollars and capturing sales that would otherwise be lost due to bad data. TN&A improves the ROI equation by minimizing the denominator. As an independent marketing agency, we’ll shop around to find the best data hygiene value.

TN&A Data Hygiene will clean your data so you can improve your bottom line in two ways:

  • Minimize wasted marketing dollars

  • Maximize results and ROI

Better data leads to better marketing, period. A small investment in data cleansing with TN&A can improve your business’s bottom line. If you have a better picture of your ideal customer, you can understand more clearly the value of each customer relationship and know which marketing tactics deliver the most predictable results and plan accordingly for maximum ROI. When all the elements of an effective marketing data work in harmony, we can turn coal into digital diamonds together.

For a free, no-obligation consultation, call or text us at 708.334.8414 or email terry@tnugentassociates.com.

Digital derivative metrics - the key to resuscitating offline marketing.

I recently handled a direct mailing for a client.

The job cane in over the transom as we used to say in the 21st century and the client was old school.

However, it reminded me of a recent epiphany I had: digital will always have the best ROI because the “I” as in investment is so low.

However digital is what they call on finance a very crowded trade. Too many digital marketers are competing for a limited supply of human attention.

Therefore direct mail (which in my view includes print space advertising) becomes the contrarian play.

It has many advantages including its relative lack of competition. My USPS mailbox never overflows, whereas I almost always have about 10,000 emails. In addition, a physical piece demands some action: it silently screams “Read me, fold me, or if you must throw me away.” Something must be done with it, especially if Marie Kondo the clutter queen reigns in your condo. Email on the other hand is invisible and easy to hoard. Digital ads are even easier to ignore.

Direct mail also has a certain amount of inherent credibility. Subliminally it legitimizes its sender. Its delivered by a uniformed quasi-governmental employee. It often comes from authoritative sources such as creditors and public officials (who get to mail free with their franking privilege). It cost somebody money to send. Anybody can post online or send an email, but not everybody can afford postage and printing.

So there is merit to including mail in the omnichannel marketing mix.

However there are barriers. One of the biggest is modern media buyers don’t have any digital metrics to justify the ROI.

The answer may be found in a somewhat dated tech to bridge analog reality with the digital domain: QR codes.

I was a skeptic early on but once I got a scanner I became a user. They are particularly good when used in outdoor ads in colder climates such as real estate signs.

As print and direct mail make a comeback, QR codes or something like them are the best way to digitize readership and response metrics.these are analogous to digital impressions/email opens and clicks respectively. What would help is a metric that projects actual offline impressions to QR scans, developing a ratio reflecting the fact that only a small percentage people who read a print mail piece or add actually employ QR tech. This can be augmented by creating dedicated landing pages for each offline ad. The key is to understand that digital derivative print metrics are useful only as a relative metric vs an absolute measure if the ROI of offline ad spend; much of the value is awareness and branding which are best measured by traditional market research.

How T. Nugent & Associates Can Help

Our vintage associates’ (yours truly first and foremost) experience bridges the millennia so we’re old hands at the lost art of direct mail and print advertising in magazines.

Our youthful associates are digital natives. So, we can help you create and implement strategical programs to make the most of omnichannel options via integrated campaigns that maximize ROI.

For more information, go to www.tnugentassocites.com