In our increasingly digital world, data profiling plays a significant role in digital marketing by examining, analyzing, and creating useful summaries of data. This useful insight empowers digital marketers to elevate their digital marketing game. Data profiling is a foundational element in the success of digital marketing efforts, as it offers several benefits, including increased efficiency, improved decision-making, and reduced costs. Let’s delve into what data profiling is and how it can be useful for digital marketers.
What is data profiling?
According to Gartner, data profiling is a technique to identify and investigate data quality problems, such as duplication, inaccuracy, inconsistency, and incompleteness, which is called data profiling. It is the process of examining, evaluating, and producing healthy data that helps in discovering data quality issues, risks, and overall trends. Healthy data is something any business should aim to create, as it is easily accessible, understandable, and valuable for organizations to make critical business decisions.
More specifically, data profiling is the process of examining source data and figuring out the structure, content, and interrelationships between data using business processes, algorithms, and technology. Data profiling is increasingly vital for businesses as it minimizes the risks and inaccuracies in data projects and eliminates costly errors that usually occur in customer databases, like missing values, redundant values, etc.
Why is data profiling important to your digital marketing strategy?
According to Statista, the global market for big data analytics is expected to grow from approximately US$15 billion in 2019 to more than US$68 billion by 2025. Furthermore, according to another report by Statista, the volume of data generated, captured, copied, and consumed worldwide is projected to grow to more than 180 zettabytes by 2025. Given the increasing volume of data, ensuring the quality of data collection has become increasingly important for organizations, hence data profiling.
In the digital age, where data is king, data profiling emerges as an essential component of effective digital marketing strategies. By transforming raw data into actionable insights, data profiling acts as a guiding light that empowers marketers with the ability to refine strategies, engage customers effectively, and achieve measurable success. Let’s explore why data profiling is a crucial element that improves your digital marketing strategy and why it goes beyond being merely a tool.
More personalized and targeted campaigns: By gathering and analyzing information about customers’ demographics, preferences, and behavioral attributes, data profiling helps marketers create more personalized and targeted campaigns.
High-quality data: Data profiling helps improve the quality of marketing data as it eliminates incomplete or inaccurate customer information and duplicate or irrelevant data. Clean, high-quality data ensures that marketing campaigns are built on reliable and accurate information.
Informed, data-driven decisions: By providing a comprehensive understanding of data quality, anomalies, and relevance, data profiling helps organizations make informed decisions, resulting in more effective and successful outcomes. From customer profiling and segmentation to optimizing data quality to personalized campaigns, data profiling empowers digital marketers to make informed decisions throughout the entire marketing process.
Customer journey analysis: For digital marketers, it is essential to understand and analyze the customer journey to remain competitive in the market. Data profiling helps organizations examine how customers interact with multiple touchpoints, enabling them to make informed decisions about optimizing marketing campaigns at each stage of the customer journey.
Maximize digital ad spend: By segmenting and identifying high-value audience segments based on demographics, preferences, and behavior, data profiling helps marketers make informed decisions about how to allocate advertising budgets more efficiently. This maximizes the impact of digital advertising campaigns.
Build trust and credibility: Data profiling helps marketers make well-informed decisions about how to use customer data ethically and in accordance with privacy laws. This increases customers’ trust when a brand exhibits a commitment to data privacy while protecting its reputation.
Continuous improvement: In digital marketing, data profiling fosters a culture of continuous improvement. Consistent evaluations of data quality and relevance enable marketers to make well-informed decisions about optimizing campaigns, refining targeting strategies, and adapting to changing consumer behaviors.
Data Profiling in Digital Marketing: A Need for the Future
As we move into the dynamic and competitive landscape of digital marketing, the role of data profiling becomes increasingly important in achieving successful results. Data profiling is a key strategy in building an informed, data-driven business, as it ensures that every decision is not only intuitive but informed by a nuanced understanding of audience behavior, preferences, and the quality of marketing data.
The power of data profiling in digital marketing lies in its ability to facilitate personalized, targeted, and effective marketing campaigns and optimize strategies based on real data. It enables marketers to anticipate future trends, ensuring that decision-making is aligned with evolving consumer behaviors. Moreover, marketers can refine their future strategies and respond agilely to changing market dynamics.
Are you interested in finding out just how data profiling can help you accurately target qualified audiences for your marketing initiatives so you can get the response you expect? Working with TSL Marketing can be helpful. With a range of data profiling services such as database creation, cleansing, updates, data entry, and deep profiling, we give your marketing and sales efforts a shot towards assured success. Contact us at smohite@tslmarketing.com
