If your business utilises a CRM, it can be easy to simply input masses of information without properly considering how you can structure this best for marketing and grouping based on interests and behaviour. A fully implemented CRM system which suits your individual requirements is a powerful tool, especially when you take steps to understand and manage the data within your CRM, making sure your data policies line up with the strengths of your system. But if your data analysis is starting to leave you confused, how can you ensure you are maximising the potential of your CRM and treating your data right?
Understanding your data
The first stage in making sure that you are using your data properly within your CRM is to make sure you understand your data. The most important features to understand and record within your CRM are; the source of the data - as this will dictate the nature of the data use, the formatting – how the data is inputted and configured, the intended purpose of the data – whether this is a marketing list or supplier contact details for example, and how to extract the data from your system.
Understanding where your data has come from, and why the data is being held is vital as it allows you to use your CRM to properly group the data and fill in the necessary fields that mean the data can easily be located and exported for analysis as part of a unique identifier. This means you can quickly create useful and comprehensible analysis and reports which empower you to take a proactive stance towards your customer relations management.
Executing your analysis and recognising the results
When preparing to execute your analysis, consider the purpose of your data analysis. Your analysis is equipped to help develop your understanding of the data contained within your CRM better and improve your grasp of how you can utilise the data effectively to enhance your marketing, data storage and customer relations.
Once the analysis is complete, it can be easy to be overwhelmed by the data. An easy way to tackle this is to break it down. A great way to give a clear indication of your data at a glance is with a visual representation. Depending on the analysis results, it can help to create graphs and figures which summarise key points and outline your analysis in comparison to your objectives. Take some time to make sure you fully understand the results and create a plan which works with your brand narrative to help project a good idea of the next steps you should take as a business.
Confused? Ask the experts
If you’re feeling overwhelmed with your data analysis and don’t know where to start, why not talk to the experts? MarketDeveloper are specialists in Customer Relation Solutions and Marketing Data, working with you to create a bespoke plan which accommodates for your complex individual needs, giving you a clear view of your data performance across a range of channels with one clean, clear Single Customer View.
Give us a call today on +44 1784 432 082 to find out more.