Telecom is an industry that’s particular reliant on accurate location data, and the industry’s marketing specialists recognize the value of leveraging data to empower campaign decisions. Marketing campaigns developed according to critical location-based data points allows Telecom marketers to make smart decisions that ultimately reduce efforts and waste of time and resources, while maximizing spend.
Before choosing a location intelligence platform to deliver spatial insights, it’s important to ensure you’re using valid, quality data. Using ‘dirty data’ (data that’s invalid and outdated) can result in wasted time, bad decisions and failed strategies. In fact, a recent survey from Gartner showed that poor data quality cost organizations an average of $15 million! Many marketers fail to assess the quality of their data, and end up using dirty data to inform important marketing campaigns. This means using data with incorrect inputs, or purchasing data in bulk, but allowing it to remain static rather than continually updating it. This is especially true when it comes to address data, which tends to be outdated and/or inaccurate.
Avoid working off of poor address data by choosing a highly rated, reliable location intelligence platform. Location data is not static, and it’s essential to leverage a platform that continually updates information. Postal codes change, people move, rural areas become developed, people acquire or sell assets, demographics shift. A strong location intelligence platform assures quality of data by profiling information to reveal inconsistencies, and is continually performing data cleansing to fill in missing data and remove outdated and irrelevant information. A continually updated source of data means your team saves time by not having to store data on servers and then manually correct information or work with potential inconsistencies. Location intelligence platforms offer Telecom companies the ability to analyze location data to develop campaigns that are vastly more effective and productive.
Many marketers make the mistake of uploading these data points into their CRM tool or OSS/BSS, where they remain static. This “set it and forget it” system is highly ineffective, as location data is constantly changing. The accuracy of data points is essential because they apply to a variety of marketing efforts, from finding new customers, serving existing customers, implementing effective digital automation, and providing top tier services.
Organizations should start by reviewing their own location data to determine where data needs to be validated for accuracy. A strong location intelligence platform is critical for developing marketing campaigns that achieve campaign objectives because it ensures data is continually updated and accurate. For example, batch cleansing address information cleans, validates and enriches addresses, in addition to adding geocodes. This is the key to identifying new revenue streams, while ensuring you’re maintaining a strong customer experience for existing customers.
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