In our last blog we talked about the importance of working with a third party data provider. Not all data is the same though and not all data providers are the same.
There are three main things you should look for when choosing a third-party data provider:
High-Quality Multi-sourced Mover and Life Stage
Not all data is created equal. A reputable data provider will have high quality mover and life stage data that is multi-sourced, regularly cleansed and updated, and undergoes rigorous analysis and enhancements. Look for a provider that has best-in-class data across multiple demographic groups like:
- New Baby
- Newly Engaged
- Newly Married
- Lifestyle Data
- Specialty Data
A true data partner will have in-house analytics capabilities. Predictive analytics is vital to successful marketing campaigns and some reports estimate that spending on it across direct mail, email, and display will reach $4.20 throughout 2018.
A company with an in-house analytics team can help you get valuable insights into current and prospective customers, create better segmentation strategies, and identify which customers are worth investing additional resources into.
Having an in-house data scientist can be expensive but a third party data partner with these capabilities can help you take your marketing to the next level without the extra overhead.
Digital Onboarding Capabilities
A true omnichannel campaign requires digital onboarding capabilities. A data partner should be able to take your customer file and match it across all relevant devices and channels. Look for a provider that has audience development, modeling, onboarding, and activation capabilities. This will help you target customers across all relevant offline and online channels, including social, mobile, display, and more.