Adapt Your First Party Data Collection to a Changing World

The pandemic has changed our world, and marketing wasn’t an exception. Many people’s priorities shifted, some quitting their jobs or moving across the country. Nearly everyone prioritized their relationships and connecting. As a result, a lot of data became outdated quickly (even in the span of six months.) consumer behavior is continuing to shift as many are hopping from one brand to another because of better features or better prices.

Technology is one reason data keeps changing. It’s easier than ever for consumers to set up ghost or anonymous accounts to hide their real name, email, or phone number.

In addition spam filters and ad blocking technology make

it harder to break through even when the customer wants to see your marketing.

Even with the accelerated rate of data changing, you should have a clear view of who your customer is and what they want. And once you know that, you should tailor your residential phone numbers message to those customers. As technology continues to change, there are tools you can use to reach your customers where they’re at. If you’re not sure where to start, let us know—we love a good challenge and strategy.

In our next blog, we’ll share our research findings on data storage, including differences between attitudinal segments, the consequence of poor data storage, and how to collect data effectively.

To learn more about the research study

check out our entire executive summary here. And to explore the data yourself, check it out here.
Our respondents also recognize the importance that CU Lists customer data plays in sales and marketing. 82 percent say their organizations use customer data to identify potential customers for sales purposes, and 79 percent say it’s for marketing purposes. We also found that concerned respondents are less likely to say their organizations use customer data for marketing activities.
The answer to data-based legislation isn’t reducing data-backed marketing—especially because personalization, customization, and segmentation are so vital for effective marketing today. Customer data is more valuable, and needed, than ever.

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