As WealthEngine’s CMO Mike Lees mentioned in a recent post, "big data" is being talked about everywhere. But before we get trapped under a mountain of data, let’s take a step back and look at what’s really important to track.

Of course customer data points vary depending on the industry and the channel in which you are focusing your marketing efforts on, but here’s the top five that we feel you should be sure not to overlook.

Contact Info

This might sound like a no-brainer, but contact information is the basis of customer engagement. Over time, you should strive to build out full contact info for your customers, including- address, phone, email, social profiles, etc. In addition to collecting customer contact information it’s also important to make sure it is up to date. 17% of Americans create a new email address every 6 months. This means that you might have developed the perfect email campaign, but if it’s not getting to your customers’ inbox, it’s never going to be successful. Another aspect to keep in mind with customer contact information is, although you have collected various contact data points, you shouldn’t misuse them. It’s best to be a respectful marketer and give your customer the option to select their preferred means of contact. If you are contacting them on their terms you will experience higher conversion rates.

Most Recent _______

This data point could be their most recent purchase, email opened, landing page visited, call logged to your customer service center, whatever it is, you should make sure your staff has insight into these activities. This is where real-time marketing comes in. In today’s fast paced world customers expect marketers to be on top of the ball with this type of data, and if you leverage it correctly, you could increase your chances of improving customer loyalty.

What They Want You to Know

Customers today want to feel like you know them and value them as a customer. They want a personalized experience, which means once they share information with you about themselves they expect that you will use it wisely. For example, if your customer submits a satisfaction survey, they are trusting that you will use their responses to serve them better as a customer in the future. The more you listen (i.e. track what your customers are saying) the more targeted you can be in your communications with them.

What Makes Them Unique

These data points are not only the key to understanding your current customers better, but it’s also the key in finding their doppelgangers. For example, if your best customers are 54-65 years of age, live in large metropolitan areas, and are pet owners, you can use this information to find other potential customers who have the same characteristics. Once you have identified this group of prospects, you can share specific messages that have resonated well with your best customers, and have the confidence that they will respond accordingly.

Wealth Scores

This data point is key in knowing which customers and prospects you should focus your marketing efforts on to maximize your ROI. By understanding which of your customers have the capacity and propensity to donate, purchase or invest, you will be able to be more targeted in your outreach. Once you are leveraging these wealth scores and ratings you will be at the top of your data-driven marketing game.

Is your organization tracking these customer data points?  What pieces of customer data do you depend on to make informed marketing decisions? Let us know in the comments section below.

And if you’re not tracking to these data points and want help with your data-driven marketing, we’re happy to provide a demo of FindWealth8 and WEProspect for you.

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