You are a data-driven marketer. Your company has invested in advanced Marketing Technologies (MarTech) such as Marketing Automation Platforms (MAP), predictive lead scoring, account based marketing, and content personalization. Unfortunately, you realize none of these MarTech solutions work very well with your poor quality data. To realize the return on investment for these MarTech solutions and to excel as a data-driven marketer, you need to clean your data and customize it. This guide outlines how to build and refine your MarTech databases so they can best support your evolving business needs.
The development of your data follows a similar hierarchical model described below. There are basic needs to acquire and clean your data. After that, the data goes through additional phases of transformation and enrichment until it becomes fully relevant to your business. At the highest level, your data can fully support your go-to-market strategy and advanced marketing technologies
Before you write code to automate data deposits, consider utilizing commercial tools like the web crawler service Cloudscrape, integration service Zapier, and data automation service Openprise. These solutions can provide the required automation cheaper and faster than writing custom code.
Before you can load data into your system, be it a marketing automation platform or a data warehouse, you need to ensure the data fits the requirements of the destination systems. Here are some common formatting challenges:
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