Clickstream and cookie data helps you to learn incredible amounts about your customers and prospects; their behaviour, their hobbies, what they buy, where they buy it and more.
If you want to tailor marketing communication to your customers – without using personally identifiable information (retargeting adverts, for example) – this data is invaluable.
However, if you’re planning to engage someone with a more personal message then you’re going to need what is arguably the most important record of all: their contact details.
The problem is that contact data, like almost every other piece of personal data (bar date of birth), is subject to change – and for many different reasons. This includes:
People move, they get married, change jobs, get new mobile numbers and more. This isn’t something you have any control over, but highlights just one of many reasons for regularly refreshed contact records.
Data entry input errors
This could be an incorrectly entered or formatted phone number, a misspelled email address and so on. Typically, this happens when customers inadvertently (or deliberately) input inaccurate data, or it is incorrectly recorded by staff. For example, when an email address is dictated over a phone.
Even if a number is correct, landlines and mobiles become disconnected as contracts end, or networks reject calls. So too can emails bounce, timeout or fail to connect.
If and when these changes take place, and you fail to update your records, then you’re cut off from customers for that channel. This means a large percentage of your customers and prospects are no longer receiving your messages. It could also mean losing a profitable client or valuable account when their contract with you ends.
When conducting data quality audits for Blue Sheep, we often find a quarter of mobile, landline and email addresses in a client’s database are unusable for one reason or another.
In one instance, we found as many as two thirds of a utility businesses’ contacts were unreachable because of unmatchable records. This included a single client with a contract worth £5 million.
Let’s not overlook marketing preferences changes, either. With GDPR being the hottest topic in the world of marketing, it’s more important than ever to take customer consent seriously.
Customers fed up with cold calls and other unsolicited marketing sign up to services such as the Corporate Telephone Preference Service (CTPS), Telephone Preference Service (TPS) and Facsimile Preference Service (FPS, and yes, people do still use them).
How often is your database refreshed to include new suppressions? Because if you dial a number that has been registered with the TPS, you could receive a maximum fine of £500,000.
One solution is Blue Sheep’s verification service. With this, we analyse the status of your mobile, landline and email database, providing you with a visual record of how many of your record are ‘alive’ or ‘dead’, many of the latter we can rectify with our data cleansing and enhancement capabilities. To find out more, take a look at some of the details below.
Blue Sheep Contact Verification Service
How much time and money are you wasting sending emails that bounce or calling phone numbers that do not connect?
Blue Sheep's Verification Services looks at the status of your customer and prospect records to determine where improvements can be made and establish your next course of action: