Monday, July 22, 2024

How Data Integrity Drives Marketing and Improves Business

How Data Integrity Drives Marketing and Improves Business

There is no argument and no debate as to the fact that we now live in the data and information age. Data now drives pretty much all business processes and functions—marketing being one of the key examples of a data-led business process. 

This article looks at how data integrity and quality should drive your business marketing process.

What is big data and what is it being used for?

With over 7 billion devices that are connected and sharing information in the metaverse, there is now a vast ocean of data that can be used for pretty much anything. 

Big data is the tech that is used to gather, store, and then analyze such massive data sets. This data is both structured and unstructured, depending on where and from whom it has been collected and gathered. 

Businesses must then be able to collate, store, and then make sense of this big data to drive business improvements.

The entire marketing process is driven by data

Data driven marketing has been the logical next step or progression of the marketing process and use of big data in a way that businesses can understand and see immediate benefits thereof. 

For example, an entire marketing campaign such as those designed, discussed, and implemented at are (and must) be based on cogent company data; and link building has to be built on genuine data—competitor and market research, audience research, and data driven results drive traffic. 

Some of the main points to be aware of include the following:

Data security 

Data security has become paramount, and customers and clients need to be made aware that any data provided to the company is being used for exactly what you have noted it is for—and nothing else. 

It is only in this cyber/data security that data integrity can be assured and maintained. GDPR or general data protection regulations exist around the world with the specific aim of protecting personal and company data. Every company that collects data from its customers signs up in agreement to protect and look after such data.

Data analysis

Gathering all this data is no use unless the data can be analyzed to produce understandable representations that allow the business to plan and plot a way forward. The demand for data analysts has risen dramatically and it is at this point in the process that the data must be verified and certified as genuine.

Data has value

Anything with value can be used to trade and barter, but it can also be subject to criminal attempts. Data is no different and it has become one of the most threatened aspects of business. As soon as your business looks to use data and bug data, you need to ensure that you realize its value and are able to protect it.

There can be no cogent or workable modern marketing process without a solid foundation upon big data. Furthermore, for marketing processes and systems to work you will need to have a means of verifying it—in other words, collating and analyzing such data. 

Marketing is a communicative process, and throughout this process, there is the ability to collect and store data which can then be used to drive further marketing. It can be a virtuous cycle if you manage the collection, storage, and authenticity of such data, as it will then be in a position to be monetized and serve to draw in more customers and clients—while also improving your understanding of what they actually want.


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