Do you know where your data is coming from? If you want to ensure you're making data-driven marketing decisions, it's important to understand the bigger picture of how data is flowing into your CRM system before it hits your marketing automation platform. This is where a data landscape assessment comes in. It helps you understand how data is created in your CRM, what business conditions might exist that would make certain contacts marketable, and create ways to bucket different types of records. It also has implications for user experience, deliverability and compliance. Plus, it can identify marketable contacts or leads that aren't currently getting worked by any marketing channels, and allow for better personalisation in campaigns. To create your first data landscape map for marketing, document what you know, give each source a label, add business considerations and decide which labels should sync to marketing technologies. As you start to understand your landscape, consider what data points you wish you had, if a contact ever changes from not marketable to marketable, and if new technologies are on the integration roadmap. Your data landscape is ever-evolving and is your secret weapon in data-driven marketing – start small and build from there.
Originally reported by Martech: https://martech.org/the-data-disconnect-why-understanding-your-data-landscape-matters-more-than-ever/
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