Quality Over Quantity: Why More Data Isn’t the Answer

• With the proliferation of technology, marketers are drowning in consumer data. 
• Managing this data requires significant resources, and leads to low-quality, disjointed data that may or may not be useable.
• An identity graph is a tool that connects disparate data points to create a unified, cross-channel, view of each customer. 
• A robust identity graph with verified data, strong identifiers, omnichannel activation, and ability to connect to a CRM can turn the identity graph into your most strategic asset.

Quality Over Quantity: Why More Data Isn’t the Answer

As technology improves and becomes a larger part of our lives, marketers are able to collect more and more data about their consumers. Whether they’re online, offline, in-store, on the app, on the web, or looking in their kitchen refrigerators, we can collect and use that data for more precise marketing.

At first glance, the proliferation of data seems great for a marketer. After all, the more you know about your consumers, the easier it is to create truly personalized marketing campaigns.

More Data, More Problems  

The reality is that managing this data requires significant resources. It often involves a team of integration experts to manage data flow, data engineers to standardize it, analysts to report on it, and marketers to make it actionable. After all that investment, how much of the data is truly useful for achieving your KPIs? (Probably not the data from the fridge).

When looking at the entire disjointed ecosystem of data, you may find that a lot of it is redundant, outdated, or just not useful for your goals. Prioritizing more data over useful, high-quality data ultimately means more effort for less actionable insight.

Imagine seeing everything you want to know about your customer, all in one location. And being able to quickly analyze it, add complementary 3rd party data, and use it in your outbound marketing? That’s the power of an Identity Graph.

What is an Identity Graph? 

An identity graph is a tool that connects disparate data points to create a unified, cross-channel, view of each customer. A robust identity graph will show you a complete view of the personal details that make your prospects individuals, from consumer interests to financial details and professional information, all in one location. It is the key for next-level marketers to transform a chaotic pile of data into something truly actionable.

Identity Graph As A Strategic Asset 

For an identity graph to be a true strategic asset, it must have several key characteristics:

1. Relevant, High-Quality Data – At a minimum, the data within the graph must be constantly updated and verified. There is nothing worse than spending valuable time importing and standardizing data only to discover it was outdated six months ago. High-quality, relevant data should be a given, allowing you to focus on being more creative and strategic. 
2. Strong Identifier and IP/household Matching – A powerful graph eliminates data redundancies by matching individuals on more than just an email address. By incorporating social accounts, IP addresses, and other household devices, you create a complete picture of a prospect and prevent overcommunication in your marketing efforts.
3. Omnichannel Activation – This should go without saying, but an identity graph should be omnichannel. you need the ability to see a complete view of your prospects and then engage with them via email, phone, web browser, or CTV at the right moment and on their preferred channel.
4. The Ability to Fill Gaps – An identity graph will give you a complete picture of your prospects, and it will clearly highlight the data you’re missing to hit your KPIs. With standardized, clean data, onboarding new data to fill in those gaps will be quick and painless so you can move onto action. 
5. Integration With CRM – A robust identity graph should be able to process your existing CRM data in addition to generating new prospect identities. By importing your CRM data, you can append and enhance your current customer profiles to make your communications more personalized.

With an identity graph, it’s not how much data you have, but how you can use it. Picture what you can do when you’re no longer wasting time weeding through piles and piles of data. When you begin with a complete and accurate prospect identity, you can focus all of your time on the strategy required to acquire and grow better, more loyal customers.

Frequently Asked Questions

• What is the problem with too much data?
  Too much consumer data creates unnecessary effort to import, standardize, and analyze all of it. Additionally, this data can be repetitive or not useful for your marketing goals.
  
• What is an identity graph?
  An identity graph is a tool that connects disparate data points to create a unified, cross-channel view of each customer. A robust identity graph shows what makes your prospects individuals, from consumer interests to financial details and professional information, all in one location.
  
• How can an identity graph be a strategic asset for my business?
  By consolidating and standardizing the disparate consumer data from all your point solutions, an identity graph gives you a clean slate to strategize and create truly personalized marketing that creates loyal customers.