Marketers Weigh in on Expiration Dates

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 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.

Knowing how long your data is good for all depends on your data source

Social media can be a great source of first-party data for marketers transitioning away from paid third-party options. Shares, likes and buy phone lists comments can give you deep insights into your audience, but refreshing social media data every nine months isn’t useful because it’s one of the fastest-moving data targets. Instead, aim to refresh your data every 30-60 days. By engaging your audience with whitepapers and contests, you can entice them to fill out a form so you can collect contact details.

Email is another source of reliable data that you should utilize during the transition away from third-party data. Knowing open rates, click-through rates, unsubscribe rates, and other email engagement data points can help you understand your audience better. We recommend hitting your list once a month.

Additionally make sure you are segmenting your list as well

If you have inactive contacts, move them to a re-engagement campaign. If they aren’t engaged, they could be hurting your overall deliverability.

Pulling data from your website is a must to CU Lists understand consumers’ journeys in a post-third-party data world. A cdp platform allows you to store information such as names, addresses and demographics, plus behavioral data like purchase history and unique page visits — all of which can inform sales and marketing strategies. Once your tech stack is working seamlessly, revisit this data at least every quarter (if not more).

You can utilize many different consumer data sources, but the data retention strategy varies. Use consumer engagement frequency to gauge how often you should look at the data yourself. For example, most customers use social media daily but may only visit your website once or twice a month.

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