As the Analyst and Public Relations Manager for Experian Data Quality, Erin Haselkorn leverages her understanding of data quality to help organizations better understand leading data management strategies and how to create actionable insights. She is the author of numerous data quality research reports, guest blog posts and articles. During her seven years at Experian Data Quality, Erin has helped numerous clients gain a deeper understanding of their customers through data and analytics. Before Experian Data Quality, Erin worked at Granite Telecommunications. Erin holds a bachelor’s degree in communications from the College of Charleston.
Marketers have a number of challenges on their plate, but one theme that continues to come up time and time again is data. This year’s Experian Marketing Services Client Summit reminded me that data is not going away any time soon. But to gain insight, marketers are going to have to get creative and think about the consumer and data more holistically.
Marketers are dealing with more data challenges than ever before, but they may soon get some much needed help. The Chief Data Officer is coming to the rescue, evangelizing change and improving data usage across organizations. Next week I am heading to the EMS client summit to chat about this revolution and help marketers better understand the power of working with the CDO.
The data quality market continues to change at a rapid pace, with businesses demanding more from their information and looking to leverage analytics in interesting new ways. Data will continue to be a critical element as businesses look to transform operations and become more digital.
Last week, I had a chance to speak with colleague Mike Delgado regarding the changing world of data and data management. I recently managed a global research project for Experian Data Quality where we asked 1,400 people from eight countries about their data usage and data management practices. The results were a story of evolution and rapid change.
Outdoor gear and sporting goods retailer REI did something shocking earlier this week; they cancelled Black Friday. At first you look at this plan and think, what is REI doing? As a retailer, can they seriously afford not to process orders on a day as important as Black Friday?!? However, upon closer examination, it may be described better as an extreme customer loyalty push.
Data is one of the most strategic assets businesses hold today. When used appropriately, it can allow for a better customer experience, improved business decisions, operational efficiency and much more. Organizations that are struggling to use data for analytics are falling behind in more than just technology, they are failing to utilize everything at their disposal to run an effective company.
While data continues to grow in importance for businesses, the methods for managing information are just now starting to catch-up. In years past, information was managed primarily by individual departments with vastly different technologies and processes. While that is still the case today in a wide number of businesses, more are starting to realize that data across the organization needs to be consistent and accurate. That means having a big responsibility for data at a higher level, centralized governance and regulation around data, and processes to keep information entry and management consistent.
The majority of companies today are using email as a key channel in their marketing practices. Most marketers are always looking for new trends or best practices to improve email content and delivery, all to increase consumer engagement with messages. And while those are worthwhile efforts, new Experian Data Quality research finds that many of us are falling short on the basic concept of email database maintenance.
I finally had time to wind down from the Experian Marketing Services Client Summit last week in Las Vegas and put down a few of my thoughts. First, I just have to say that this was once again a great event. It was wonderful networking with marketers from all over the country and learning best practices.
It’s once again time for another Experian Marketing Services Client Summit. This year promises to be a great event and I am getting excited to attend again. Not only do I get to meet so many great marketers, but I also get the opportunity to learn from their experiences over the past year.
Becoming a data-driven company. It is something many of us want to achieve today because it elicits thoughts of ultimate insight. One rarely thinks of data as being sexy, but the concept of being able to use data to accurately predict your company’s next move is pretty cool.
The race is on. Companies are working as quickly as possible to leverage their data assets to drive action and derive value. Terms like big data are common and the c-suite has a desire to pinpoint insight in these mass stores of data.