Best Practices for Using and Storing Consumer Data

It’s often a challenge to make meaning of all this data and synthesize it into one hub. Our research shows that to help, about two in three marketers use a crm, database software or spreadsheets to store and organize customer data.

If you have 100 to 200 contacts, doing this manually might be time-consuming, but it’s also low-cost. On the other hand, a high quantity of data leaves room for human error, which could make the data unusable. When you have more contacts, you may consider a service like zapier or all-in-one solutions like hubspot to sync data back and forth. This also takes out the risk of human error.

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Mastering first party data

Transitioning from dependence on third-party data to creating your own first-party data takes time. Be patient with this process, and remember that taking small steps over time is better than doing nothing or trying one giant leap when it’s too late.

As we’ve mentioned before, it’s common for marketers to lack data skills or have knowledge gaps. Consider hiring a data specialist to make the transition easier and keep your marketing and sales departments agile during changing times.

To learn more about the research reviews study, check out our entire executive summary. And to explore the data yourself, check it out here.

If you’re in the group that thinks you can use consumer data for 1-3 years, it’s important to consider your sales cycle. Sales cycles can take weeks to a year or more depending on the industry, product, service and audience. Real-time, responsive data is essential to understanding what’s happening at every stage of the cycle and making informed decisions. Having a strategic mindset is key, especially with your consumer data.

Consider the average length of a marketing campaign

How effective can your marketing be if you use data from nine months ago to inform your campaign strategy?

Challenges arise and become harder to CU Lists overcome without data that integrates into your sales and marketing initiatives. If this sounds familiar, know you’re not alone.

About one in three marketers face data-related challenges, including having the skills necessary to use data effectively and working with multiple siloed data sources. Fortunately, solving data challenges can be simple if you know where to gather data, what to gather, and when to use data.

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