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Shirley Zhao

Shirley Zhao is a Digital Marketing Specialist at Experian Data Quality. She spends her time researching and identifying ways to expand the company's digital reach. Shirley enjoys reading, Netflixing, and practicing Muay Thai in her free time.

Bite-sized lunch series recap: New points of transaction, removing friction, and showrooming

Technology is making consumers’ lives easier, sure, but retailers have to continually play catch-up to match their own technology with consumer expectations. Some retailers are doing it well; others, not so much. Legacy systems have been in place for decades in some instances, and while they may have worked in the past, those systems can’t keep up with the demands for today.

As Dunkin Brand’s president of global marketing and innovation has quite bluntly stated, “If you’re doing business today like you did last week, the competition is gaining on you, and if you’re doing business like you did last year, you may soon be out of business.”

Ouch. But, it’s the truth. That’s why Melanie Clark, our Retail Partner Manager, and I have come together to discuss how today’s leading retailers are simplifying the purchase process, making mobile shopping frictionless, and why ‘showrooming’ and the ‘endless aisle’ should all become the new standards of retail.

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Bite-sized lunch series recap: Micro-moments, mobile payments, and a 360° customer view

I think it’s safe to say that there are at least two thousand fifty-four point seven initiatives that retailers are planning and budgeting for. But there are a few that stand out: 1) Micro-moments, aka what everyone knew about already but Google coined into one phrase, 2) Mobile payments, or trying to reduce that forsaken cart abandonment rate, and 3) a 360° customer view, or making sure Jon, John, and Juan are just one Jon who’s interested in your suits.

Ray Wright, our Director of Demand Generation, and I teamed up to discuss what we thought should be the top priorities for retailers in the near future through the lens of those three focuses listed above. And of course, we brought it back to data quality because that’s what we do best.

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Data quality insights from the trenches

If you’ve ever wandered around our blog and landed yourself onto my blog bio, you’ll know that I am a marketer. My handle on industry insight is pretty good (if I do say so myself), but it’s not the same as getting out there and getting feedback from customers themselves—that’s where our sales reps enter the scene.

I chatted with three of our most senior retail sales reps—with Ecommerce platform, software integration, and enterprise-level retailer experience—and recorded their insights to share with you. In this blog post, you’ll learn:

  • How frequently you should cleanse your data
  • What retailers are currently doing to manage customer data
  • What technologies retailers are investing in

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Retailers: Put your customer data where your mouth is

That’s right, retail marketers. I’m calling you out. You all say you care about better customer data; you say you want to really understand your customer base; you may even give both pinky toes to get to the unicorn that is the single customer view. But here’s the thing: I don’t see people stepping up to actually invest in the things that make those wishes a reality.

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Puns and pundits at MediaPost's OMMA Boston '16

A bright, but brisk, Boston morning saw me at the Hyatt Regency for MediaPost’s Online Media Marketing and Advertising (OMMA) event where the day was chock-filled with all kinds of subject matter marketers would geek out about. Right off the bat, I could tell that there were five clear themes for today:

  1. Brands should be like Cupid and win the love of their consumers
  2. The Concept of Interruption to the consumer experience
  3. A lesson in authenticity by b.good
  4. Marketers are taking ownership of their data

And if you’re thinking that there’s no way I can relate this back to data and Experian Data Quality, well oh contraire, because everything always relates back to data and today’s marketers and advertisers are keenly aware of this fact of life.

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A recap of our 'Improve your data usage in 2016' webinar

Every year we conduct a research study into data quality and data management trends. Yesterday we held a webinar to introduce our 2016 global data management benchmark report’s most important findings and conclusions. In case you missed our webinar highlights, we’ve included the three most important points that we touched upon, as well as a list of actions people can take to begin improving their data management initiatives now.

Today’s data landscape is virtually unrecognizable when compared to how it was 10 years ago. When you factor in the current pace of technological innovation, it’s not too farfetched to say that the next 10 years will see even more changes as to how organizations and individuals interact with and use data. The three topics we went over in our webinar were: Building customer relationships through better data, data quality challenges, and how data management is evolving.

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Manual vs. automated data validation

Data quality, Data cleansing

The debate between manual and automated data validation can go something like this:

Data stakeholder 1: “I would like to keep my data in-house and secure; I don’t know how I feel about paying a third-party to validate my database when I could do this myself.”

Data stakeholder 2: “Yes, I hear you, but how much of your team’s time and budget are you willing to dedicate to fixing something by hand when there’s technology that does it automatically?”

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Our 2016 global data management benchmark report is out!

Every year, Experian Data Quality conducts a global study around the trends in data quality and every year the data reinforces one common theme—that the management of data is becoming an increasingly fundamental focus for business to succeed and grow. This year, our 2016 global data management benchmark report shows no signs of deviating from that theme.

This year’s benchmark report shows that data quality and subsequent data management initiatives are reshaping the very ways in which businesses operate and structure themselves.

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Death of a mailman?

Data cleansing

At this very moment, you have 52 unread emails idling in your inbox. 36 of these mails you deem to be actually relevant to your job, due to the subject line. As for the rest, you delete, mark them as spam or just outright block the sender. What does the way we handle email tell us? It might be time to take a look at a different mailbox...the one in your front yard.

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Insights and inside jokes from Email Insider Summit

“No man ever steps in the same river twice for it is not the same river and he is not the same man.” - Heraclitus

While writing this 35,000 feet in the air, I’m thinking back on this quote said during the opening keynote session on the first day of Email Insider Summit, and it couldn’t be more true. This was my first EIS event—hosted by Media Post, to whom I owe a thank-you for a wonderfully run event—and I had no idea what to expect. What I realized after the end of this three-day event is that those in the email industry are some of the closest-knit, snarkiest, and most passionate group of people who could work in an industry. I came out of this event with a lot more knowledge than when I came in.

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