In the list of obsessions of those responsible for marketing, data management occupy a fairly prominent position. They have been doing it since the big data tools began to become popular and since it began to be clear that whoever had more information and was able to use it to draw more conclusions about how their consumers are going to have an important advantage in the market.
But this growing importance that is being given to the data and information and this outstanding weight that they are receiving in the marketing strategy and in the actions and actions of the marketers is not without problems. On the one hand, sometimes you see the data as a kind of magic balm that will fix everything, forgetting in that way that there are more issues and that you should have a much more complete vision of things.
On the other hand, elements such as creativity should not be lost along the way. And finally, the data itself and the technology itself create new problems that brands and companies must take into account.
One of them, and the one that has most probably been analyzed already, is the importance of having a good database in which information is related and how to generate such a large mass of information is not something that is available to everyone. world. The smaller the company is and the more limited its footprint, the less data it will have to access.
Another is the nature of the data and the dangers and risks that this imposes. It is not only about the problems derived from the collection of information itself (from false data delivered by consumers to redundancy of information) but also from the very useful life of the data.
Because, although they may seem eternal, the data is not. They also have an expiration date.
The useful life of the data does not reach two years
In fact, as a study has just shown, the useful life of information does not reach even two years. As a study by LoopMe has just pointed out, which started with a sample of British and American marketers who were asked about their work experience, the average life of the data before it became outdated would be between 20 and 23 months.
52% of respondents believe that data on respondents are reliable between one and two years. A 27%, however, does not give a useful life that passes the year. The information does not last forever and ceases to be effective at some time. In some cases even, it is believed that its useful life is even more ephemeral.
What to do with the information
What are the data that marketers believe are most valuable? The respondents put the audience data and the financial data of the consumers at the top of the list, while the information that the cookies and the IDs of the devices show are the ones that are least relevant.
Marketing managers also have more or less clear what to do with the information and what not. 66% consider that the personalization of the creatives is very important, but also (it is what they think 77%) that can become intrusive.
In fact, 24% believe that putting the name of the consumer in a visual creativity is something to avoid and 19% believe the same of audio creatives. They are the kind of things that they think that make consumers go from personalization to simply disturbing.