Marketing ROI: Why data is important

I can't tell you how many times I've worked on a project with bad data. It seems that no matter what size company, there are always gaps in the quality and level of data. Aren't we living in the information age?

The problem is that information is usually not tracked, updated or there is no sensible plan to manage it. Even my smallest clients seem to have a database. Unfortunately, time and time again it usually winds up being nothing more than an expensive Roladex. Under utilized and mismanaged, bad data management limits the ability to make sound Marketing decisions. Your sales team may have front line access to client needs, but can you back that up? A reliable database would help provide reporting to at least get you asking the right questions.

Another area that is problematic--tracking Marketing or PR programs. Do you know the lifetime value (LTV) of your client base? What is the response rate for the last campaing you ran? What is your definition of click thru? If you are not testing and tracking, you are wasting valuable time and money on a program.

Don't put your ROI at risk. Make a plan now.