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Creating value through data quality

Rachel Wheeler Archive
Earlier this year, Lionsgate Studio was able to conduct a highly successful marketing campaign for its blockbuster movie The Hunger Games. The studio promoted the movie heavily online, in social media, television and magazines. The campaign worked and the film grossed millions of dollars its opening weekend. All of this was possible because of the consumer data the studio's advertising group was able to collect.

Consumer data drives many essential business functions, from marketing to customer service to product development. Lionsgate collected a vast amount of data by conducting opt-in campaigns. But even information that is volunteered should be verified. It is easy for information to become corrupted. Missing items, multiple entries or computer errors can change slight details that make a big difference in the data.

To avoid mistakes that can cost the company money, data quality programs can be implemented as part of the management process. Conducting email address verification can increase the response rate of a direct marketing campaign by ensuring that it hits the correct audience.

The success of summer blockbusters often depends on reaching devoted fans. To do this the advertising group needs to cultivate quality information on consumers. This helps the company determine which marketing channels to use and what messages to send. Effective campaigns often incorporate a large amount of consumer feedback.

The Hunger Games was a popular book series before becoming a movie. It benefited from a strong fan base that pushed for the creation of film. New products don't have the benefit of fans, so feedback can be vital in the development stage. No matter the type of item being produced, many companies need to create channels to test prototypes. Some of this can be done internally, but reaching out to consumers can determine market needs. This allows the company to create a product that fills a role not covered by competitors.

Data verification can create a test audience that is reflective of the potential market. Tech gadgets need to be tested by those interested in the latest technology, while camping gear is better tested by people who enjoy the outdoors. Finding members of these consumer groups can depend on the quality of the information provided. Verifying and controlling the data is merely the first step in creating successful focus groups. With the right information, companies can create goods that are in high demand within their target audiences.