May 19, 2020

How fresh customer data drives business growth

Big Data
Marketing
contributors
consumers
Tristan Anwyn
3 min
How fresh customer data drives business growth

Is your customer data fresh?

Stale customer data can hamper your business and have a negative impact on the customer experience. That's why it's important that you take the time to keep your customer data up to date.

What are the implications of outdated data? And what can you do to keep your records updated?

Fresh Data Enhances the Customer Experience

It is important that every interaction your customer has with your business gives a good impression, but out-of-date data can hinder that.

Your customers may miss out on relevant messages or in contrast could get duplicate emails, texts, or printed materials. This can look spammy and make them feel annoyed with your business.

Incorrect data can also mean mistakes in personalization. Getting a customer's name, title or job title wrong reflects badly on your business, making it look like you don't value them enough to address them correctly.

Fresh Data Saves You Time and Money

It is all too easy for outdated data to start clogging up your databases.

Customers move locations, change phones, move jobs or switch email addresses. Some might change their name. Before long, your data will start to get a little stale.

As the article "How Keeping Customer Data Fresh Helps Grow Your Business" points out, stale data can cost you time and money.

Stale data could mean:

  • Emails that go unread;
  • Phone calls that are never returned;
  • Mail sent to the wrong address;
  • Duplicate emails;
  • Incorrect personalization.


All of this can have a negative impact on your business, preventing you from reaching the people you want to reach.

Every incorrect detail also has a cost: every time you send a letter or email to the wrong person, you're wasting the postage, or using up part of your data limit, to no avail. There's also the time cost of reaching out to the wrong people.
 

How to Keep Your Data Fresh

So, just how can you keep your data fresh? You can start by:

  •  Making up-to-date data a priority. Keeping records up to date should be a regular and valued part of your business practices;
  • Centralizing where you can. The more you centralize your data storage, the less likely you are to end up with duplicate or incomplete data;
  • Deciding who has access to data. The more people have access to data, the greater the chance of errors. Decide who truly needs access to data, and assign it only to those people;
  • Automating where you can. If you can automate data entry by integrating different applications, much of your data will get updated automatically, cutting down on human error;
  • Making data entry easier. Make data entry easier for your employees with user friendly interfaces, pre populated fields, setting some fields as mandatory and using dropdowns to help them make the right choices;
  • Developing data entry conventions. Having clear conventions on naming, how to write place names or state names and so on will keep your data cleaner;
  • Collecting email addresses. Every customer will have a unique email address. If you use this as part of their record, it will be easier to search your databases and flag up duplicate entries.


Keeping your data fresh will save you time and money and help keep your customers happy.

Make data maintenance part of your business, and make sure your team on is board so that everyone who handles data does so carefully.
 

About the Author: Tristan Anwyn writes on a variety of topics including social media, how to build customer relationships, content marketing and how to keep customer data fresh. This story originally appeared on our sister site Business Review USA.

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Jun 21, 2021

How AWS helps NASCAR delight its fans

AWS
NASCAR
3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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