Data has become the lifeblood of marketing. It helps marketers make informed decisions, personalize messaging, and target the right audience. However, not all data is created equal, and poor data can lead to impractical decisions and wasted resources.

By leveraging the necessary tools to ensure data quality, marketers can identify the sources of poor data, clean it up, and more effectively use it to achieve success in their campaigns. In this blog, we’ll dive deeper into how Salesforce Marketing Cloud and Marketing Evolution’s Mevo can help marketers overcome their data challenges.




The Marketer’s Challenge: Secure, Accurate, and Qualified Data

In today’s digital age, data is king. Collecting and analyzing massive amounts of data can be challenging, but necessary for success. Data helps marketers understand target audiences,  measure the effects of their campaigns, and develop strategic and sustainable decisions. Marketers need data to figure out what works and what doesn't, create targeted campaigns, and optimize their strategies to truly move the needle on their brand’s goals. 

But it's not just about quantity - quality is critical too. 

Nearly 80% of marketers agree that data quality is essential. At Salesforce Research, it's even the number one driver of marketing-led growth. Moreover, the higher the data quality, the better marketers can tailor their approach to meet the audience's needs. 

In other words, high-quality data leads to success, and success is what we're all about.

The Solution: Ensure Data Quality with Salesforce Marketing’s Source-of-Truth

The accuracy and reliability of the data used in these decisions can be compromised if the source of truth is not trustworthy. This makes it crucial to ensure data quality by leveraging Salesforce Marketing's trusted source of truth. By doing so, businesses can access accurate, up-to-date, and reliable data, leading to better decision-making, and ultimately, increased profitability.

Salesforce Marketing Cloud is the basis for all subsequent media measurement, performance reporting, and optimization activities. Consequently, it’s essential to have the customer’s trust in the accuracy and reliability of the foundational data used for these activities. The Salesforce Marketing source-of-truth provides the sole source of data for the Mevo app, ensuring confidence in the consistency and accuracy of the data. The Mevo app can then leverage this data to provide insights and recommendations to drive better marketing outcomes.

Moreover, Salesforce is an essential tool for any business that wants to collect and analyze data. One of the abilities is providing a 360-degree view of data, including depth and breadth. This means businesses can access granular data about their media delivery, including specific geographic data and cost and spend data per impression. 

For companies that use customer data platforms (CDPs), Salesforce can also provide data breadth at the individual level, such as direct marketing touches and other attached first-party data. Additionally, it can provide the most granular KPI data possible, which includes brand sentiment data and sales at the individual level.

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The Benefits of Good Data Quality in Marketing

Good data quality is crucial for successful marketing campaigns. Without accurate and reliable data, companies cannot make informed decisions or develop effective strategies. Here are some of the benefits of good data quality in marketing. 

Improved Targeting

Good data quality allows marketers to segment their audience more effectively. With accurate data, they can create targeted campaigns that are more likely to reach and engage their desired audience.

Better ROI

Having high data quality allows marketers to measure the effectiveness of their campaigns more accurately. This, in turn, helps them make better decisions about where to allocate their marketing budget, resulting in better marketing ROI.

Enhanced Customer Experience

With good data quality, marketers can better understand their customers and their needs. This allows them to create more personalized experiences that resonate with their target audience.

Increased Efficiency

With qualified data, marketers can automate many of their processes easily, reducing the time and resources needed to manage their campaigns. This, in turn, frees up resources to focus on other areas of their marketing strategy.

The Consequences of Poor Data Quality

Poor data quality can have significant consequences for businesses and marketing efforts. Incorrect or incomplete data can lead to wasted resources, misinformed decisions, and missed opportunities. Inaccurate customer information can result in failed communication and lost sales. Poor quality data can also negatively impact predictive modeling, resulting in ineffective marketing campaigns. 

Maintaining high-quality data is crucial for businesses and marketers to make informed decisions and achieve their goals. Regularly auditing and cleaning data is necessary to avoid the consequences of poor data quality.

Ensure Data Quality with Salesforce Marketing Cloud and Mevo

Marketers constantly face the challenge of ensuring the quality of their data. This is where the partnership between Salesforce Marketing and Marketing Evolution comes in. 

In the tech business, extensive data is the new "oil." With Mevo and Salesforce Marketing Cloud, this refined marketing "oil" can be turned into the marketing "energy" that drives ROI-producing decisions quickly across the organization. It's like turning "black gold" into a turbocharged marketing engine! 

By combining Salesforce and Mevo, we can provide a solution that helps solve this challenge easily. Together, we can give marketers the best insights to make informed decisions based on accurate and qualified data. Request a demo now to learn more.